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IHOP Name Change Gets Plenty of Attention, But Also Ridicule

The cat’s out of the bag when it comes to the big IHOP name change we’d been hearing about for days on social media.

We now know what IHOb means after the great IHOP name change was revealed.

On Monday, the restaurant chain, officially known as the International House of Pancakes, announced that the new name would be the International House of Burgers.

For days leading up to the switch, social media videos showed the familiar IHOP logo changing, with the upper case P rotating vertically to a lower case B, with the tease that you’d find out what the B stood for on Monday.

Well, we did. The chain, which was founded in 1958, is introducing seven new burgers to its menu.

You have to give them credit.

When you’re known as the International House of Pancakes, you’re just going to be thought of as the place to get breakfast. Some of us have been known to be just radical enough to have breakfast foods for lunch or dinner, so being known as a place to get a good breakfast isn’t necessarily a bad thing.

But IHOP was struggling to get people inside after breakfast hours, according to CNBC.

CBS This Morning reported a marketing expert called the tactic, “Spray and Pray.” You spray a message by saturating it, as IHOP did on social media to get a lot of attention on your message, and then, once revealed, you pray that it will catch on and translate into sales.

They certainly sprayed effectively. I don’t recall the last time I heard so many people talking about IHOP at the same time.

But some of IHOP’s competitors were only to happy to chime in.

Burger King played along, renaming itself “Pancake King:”

Wendy’s, which has built a fun, if snarky, reputation on social media, poked fun at the thought of a name change:

It also said it wasn’t “afraid of the burgers from a place that decided pancakes were too hard:”

Whataburger lampooned the idea of changing names:

Waffle House said even though it also sells burgers, they know their roots:

White Castle went the name change route as well:

McDonald’s and Hardee’s, curiously, have been silent about IHOP’s big reveal. While some might suggest that it’s better not to give the competition any more attention, it would have been an opportunity for them to at least show off a little more personality on their social media.

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Patrick
Patrick is a Christian with more than 27 years experience in professional writing, producing and marketing. His professional background also includes social media, reporting for broadcast television and the web, directing, videography and photography. He enjoys getting to know people over coffee and spending time with his dog.