Will IHOP permanently change its name to IHOb after the success?
By Callum Gunn
When IHOP changed its name to IHOb in June as a trial, it found more success than it could have dreamed. Will this mean a permanent change?
Back in June, IHOP did a bit of a trial. After years of being the International House of Pancakes, it became the International House of Burgers. Yes, it made a change to IHOb as a trial to promote the fact that it sold burgers and sandwich.
You know what happened? Sales on burgers went up. And not just by a small amount. They quadrupled in recent reports according to Fox Business. It turns out the name change was just a marketing ploy and on July 17 the name was changed back. With such a success, will the franchise permanently change its name to IHOb?
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If the sales had dipped again, maybe that would be warranted. Fortunately, the sales are still up. Making a note to promote the burgers did the trick. It was just a quick marketing ploy; a joke that people took well.
Now that IHOP is known for its meals outside of breakfast (and maybe dessert) there’s no reason to change the name again. In fact, if the name changed permanently the marketing wouldn’t have been so powerful and the memory of that marketing would be diminished. Now it’s time to see if IHOP can continue the success with the name it’s had for the last 60 years.
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If sales slip or the success outside of breakfast doesn’t keep its current momentum, IHOP will have to think of something different. Changing to IHOb again won’t work as well the next time.
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Do you think IHOP should change its name permanently? What did you think about the marketing trick? Share your thoughts in the comments below.