Archive for June 5th, 2019

Shocker: IHOP is staying IHOP.

June 5, 2019

And now, I’ve got a beef with IHOP !

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Last summer. IHOP shocked the world by announcing that they were changing their name from IHOP to IHOB … from P is for pancakes to B is for burgers.

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At the time, we posted: IHOP changing name to IHOB … or are they?

We argued that changing the name chainwide would be pure folly since (1) IHOP is an iconic brand that “owns” the pancake niche. (2) “IHOP” — the name — has “stretchability” … since not all folks are even aware the IHOP “P” stands for pancakes (3)  The battlefield is strewn with the bodies of companies who have tried to do battle with the burger chains (4) Changing a brand name is a very expensive process … it costs a lot to change the signs, menus, letterheads etc.

At the time our bet was that the publicized name change was just a marketing ploy … aimed at generating mucho publicity for the non-pancake part of the menu … for getting more lunch and dinnertime business.

And, we said: If that’s the case, then the headfake is a brilliant marketing move … garnering  a lot of buzz around some new burgers on its menu.

OK, that was then, this is now … so let’s update….

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