Those who mocked IHOP for pretending to switch its name to IHOb aren’t getting the last laugh. That belongs to the dining chain’s management.
The restaurant company’s management said Wednesday the advertising shtick worked. The Glendale, California-based company credited the buzz generated by the faux name change with fueling the uptick in business.
The whole thing worked like this: IHOP, once the International House of Pancakes, announced in early June it would flip the “P” in its name to a lower-case “b” to denote burgers. The change made national news because the brand is a blue-roofed icon, and it wasn’t entirely clear if it was a permanent change or a quickie promotion
Indeed, it was a promotion, but the chain saw a “significant lift” in both sales and traffic during lunch and dinner hours after the launch of an expanded burger menu on June 11, said Stephen Joyce, CEO of Dine Brands Global, which owns both the IHOP and Applebee’s chains.