IHOP - er, IHOb - has gone all-in on the name change in terms of its online marketing platforms before the "b" in the new name was revealed.
"People know us for pancakes", IHOP chief marketing officer Brad Haley said at a burger tasting event last week at which the chain unveiled its specialty 100 percent black angus burgers to a small group of journalists.
The company revealed Monday what the "b" stands for - it's burgers.
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Some people love the new change while others...not so much.
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 chain is shifting its emphasis to seven new "steak burgers", which include a cowboy burger with onion rings and bacon and a "mega monster", which is IHOb's answer to McDonald's Big Mac.
Brooklyn-based PR expert Eric Yaverbaum calls the name change "something of a head-scratcher" since IHOP is one of the strongest brands in the United States, and has spent decades dominating the breakfast diner sector, often without regional competition.
In an effort to put the spotlight on its lunch and dinner offerings, the chain announced on Monday that the "b" stands for "burgers". It ends with the company's new logo and the message Burgers Burgers Burgers.
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As if the United States needed more fastfood burger restaurants.
It's not yet clear when or if IHOP will change the signs at its restaurants, such as this one in Hialeah, Fla.
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