IHOP renames its burgers ‘pancakes’ as part of latest marketing campaign



As a part of its newest advertising and marketing stunt, IHOP is bending the English language to its will.

After teasing one thing of a reputation change on Twitter final week, the flapjack franchise has introduced it will likely be renaming its burgers “pancakes” in honor of its brand-new menu choices.


Confused? Permit IHOP to clarify:

“Final 12 months, IHOP launched the award-winning IHOb — for burgers — promoting marketing campaign and the Web had lots to say about it,” IHOP wrote in a press launch issued Monday. “It instructed IHOP to remain of their lane. To stay to pancakes. So, this 12 months, IHOP is taking the Web’s recommendation by calling their new Steakburgers ‘Pancakes.’”

IHOP is now debuting three new selection Black Angus burgers they’re calling “pancakes,” together with the Garlic Butter “Pancake,” the Loaded Philly “Pancake” and the Huge IHOP “Pancake,” which itself incorporates an precise pancake.

IHOP is referring, after all, to the backlash it obtained after briefly altering its title to “IHOb” in June 2018, to mirror its then-new burger choices. Following the announcement, social media customers slammed IHOP’s advertising and marketing technique as an “epic failure,” and referred to as for the folks accountable to be fired “ASAP.” Fellow restaurant chains responded by mocking IHOP on Twitter, with locations like White Fort promising to by no means change its title to “Pancake Fort,” and Burger King formally altering its Twitter deal with to “Pancake King” for the day.

Nonetheless, IHOP is now debuting three new Black Angus burgers they’re calling “pancakes,” together with the Garlic Butter “Pancake,” the Loaded Philly “Pancake” and the Huge IHOP “Pancake,” which itself incorporates an precise pancake (i.e., one that matches the dictionary definition of a pancake).

The Big IHOP “Pancake,” pictured above, contains an actual pancake between two beef patties.

The Huge IHOP “Pancake,” pictured above, incorporates an precise pancake between two beef patties.

All are presently obtainable with limitless fries for $6.99.


“After we launched our new Final Steakburgers final 12 months, what higher option to present the world that we take our burgers as critically as we take our pancakes than by asserting that we’d be altering our title to IHOb… quickly,” stated Brad Haley, the chief advertising and marketing officer at IHOP, in a prolonged assertion. “That was laborious for lots of people to just accept since they’d at all times identified IHOP primarily because the breakfast and pancake place, in order that they took to social media to inform us — usually in no unsure phrases — to remain in our lane and stick with pancakes.”

That final half is vital, as a result of, as a part of its latest promotion, IHOP claims it had tracked Twitter customers who made unsavory remarks about its 2018 IHOb announcement and subsequently positioned all of them on a Bancake Checklist — which might be discovered right here — as a part of a “digital expertise” designed to have interaction with social media customers.

If one visits the hyperlink above and finds oneself on the Bancake Checklist, nonetheless, it’s straightforward sufficient to get oneself eliminated: Merely tweet one thing “good” about IHOP. Some could even be “rewarded with a token of the model’s appreciation” because of this, Haley says.


Regardless of any backlash IHOP’s preliminary name-change could have generated, the corporate claims to have seen a major increase in burger gross sales for the reason that 2018 announcement, with 4 occasions as many bought straight after the announcement.

What sort of gross sales increase Monday’s announcement can have on IHOP’s latest “pancakes” has but to be decided. In any case, it is a near-certainty folks can have sturdy opinions about it — which can or could not solidify their spots on any future “Bancake Lists.”


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