After raising hackles by changing its name to IHOb (International House of Burgers) last month, the International House of Pancakes has revealed it’s returning to its OG branding.
On Monday, the diner chain took to Twitter to officially reinstate its original moniker with a tongue-in-cheek explanation: “We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers).” The tweet also informed customers about 60-cent short stacks available on July 17 to celebrate the company’s 60th birthday.
We’re giving away 60¢ short stacks on July 17 from 7a-7p for IHOP’s 60th birthday. That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers) pic.twitter.com/KsbkMJhKuf
— IHOP (@IHOP) July 9, 2018
The IHOb marketing gimmick has proven successful. Business Insider reports that, according to YouGov BrandIndex data, prior to the IHOb change, 19 percent of adults in the United States said they had talked about the chain in the previous two weeks. Afterward, that figure increased to 30%, the highest score since late 2012.
After the initial change in June, IHOP president Darren Rebelez told Business Insider, “Just because we have pancakes doesn’t mean we can’t do anything but pancakes. That’s what we’re after: giving more people more reasons to come to IHOP more often.”
What are your thoughts on the return of IHOP? And are you down for those 60-cent stacks? Let us know below.
Next, refresh yourself on how the name change came about in the first place.