IHOP reveals the mystery of IHOb

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Evidently, the all-day breakfast chain is moving into more traditional lunch and dinner fare.

The internet was buzzing last week after then-IHOP announced on Monday, June 4, that the restaurant would be making a dramatic change to their infamous brand by flipping the "p" in their logo to a "b".

IHOP teased its customers for a week on social media, saying it would be renaming its iconic restaurant "IHOb", but wouldn't reveal what the "b" stood for.

According to Forbes.com, sales for the restaurant chain were flat from 2015-2017, so this is likely a way for the company to try and revitalize its sales. Until now, the International House of Pancakes had been concealing what the "b" stood for.

IHOP-erm-IHOb's new Ultimate Steakburgers are made with 100% USDA choice black angus beef. IHOP is also running a national IHOb ad campaign to promote the launch.

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But the press release indicates the name is likely only a temporary change, and the heading, "IHOP® CHANGES NAME TO IHOb℠", uses a service mark, which refers to a service-the new line of burgers-rather than a brand name itself. The 60-year-old pancake chain announced its decision to drop the Pancakes from its name, and has rebranded as the International House of Burgers.

When I asked Rebelez whether IHOP was considering food-fusion menu items - remember Burger King's Whopperito or Taco Bell's Nacho Fries? - he joked that diners could order a side of flapjacks and make their own pancake burger. The company switched its verified Twitter handle from @IHOP to @IHOb. "If you want a burger and beer, you are not going to come to IHOP".

The hints of a name change had spurred guesses on social media - and some disappointment Monday at the reveal. In addition to possibly starting a feud with Wendy's, IHOb got flak from Netflix, Waffle House, Red Robin and more.

During a call with analysts last month, executives from IHOP's parent company, Dine Brands, highlighted an emphasis on menu innovation as a strategy to boost traffic.

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