IHOP's Temporary Rebranding Stunt Caused Mixed Emotions, One Of Which Was Outrage
A few lessons to learn in branding from IHOP's change to IHOb.
For the first week of June 2018, IHOP teased the company would be changing its name. IHOP, the International House of Pancakes, changed its name to IHOb.
Was the "b" to stand for breakfast? All was revealed on June 11, 2018. The "b" is to stand for "burgers."
When I first heard the news, I thought this was going to be a permanent change, and thought maybe burgers could be added to the IHOP offering.
Yet, as I dug further, I found countless issues with this move by a place known for its pancakes.
IHOP was to temporarily change to IHOb in an effort to promote its offering of seven burgers, only available for a limited time. I didn't think this was a positive brand move, and this opinion was echoed on Twitter and the news in the following days.
A Bored Panda article compiled a list of Tweets both companies and individuals put out in response to the rebranding effort news. Fast-food companies like Burger King mocked the move by changing their own logos, names and social media cover images. Others, like Wendy's sent out replies in a similar manner to their regular Twitter roasts. Most of these were spot-on and here is my take on the temporary rebranding effort.
First, the move stirred up an internet frenzy. This move comes as a direct response to the company's declining sales and restaurant traffic, IHOP was able to at least generate a conversation. Although I don't agree with the move overall, I think they proved today's need to disrupt the status-quo to get people talking.
Second, though IHOP became a focal point of social media and late-night talk shows, post-campaign surveys indicate there wasn't as significant of an increase as the company had hoped for. Nonetheless, the conversation began and people tried and reviewed their burger selection, though not all of the reviews were positive.
Third, though people ate the burgers, it was still hard to understand why the company would want to distance themselves from their main offering and their brand. If you're known for something, stick with it. Just improve upon it little by little rather than trying new things. This isn't their first venture to expand their offerings.
My solution would have been to launch a campaign about a more range of pancake toppings, new drinks, and new deals. IHOP's Chief Marketing Officer Brad Haley said the company is known for their pancakes.
This is my point exactly. Stick with what you're known for.
Stir up interest in new offerings of food, drinks and deals, and partnering with local organizations for local events or causes can increase interest.
