IHOP pulled a slick advertising and marketing transfer in 2018 once they introduced that they had been altering the identify of their restaurant IHOB. The transfer was obtained with an countless quantity of roasting from the net neighborhood nevertheless it did repay to an extent. It not solely created an enormous buzz on-line by means of social media platforms like Twitter however that buzz generated an enormous spike in burger gross sales for the International House Of Pancakes.

Chief Marketing Officer of IHOP, Brad Haley, revealed at a advertising and marketing convention, Brandweek, that the corporate bought 4 instances extra burgers after the marketing campaign. The marketing campaign helped generate extra site visitors to their restaurant which had been on the decline over the previous ten quarters. Haley mentioned that the corporate bought 500Okay burgers per week at its peak. IHOP's father or mother firm, Dine Brands, mentioned that the breakfast joint's same-store gross sales elevated by 1.2% in its third quarter.

IHOP is clearly generally known as a breakfast place. However, Haley defined that the afternoons had been typically missing within the gross sales division which opened the thought for the burgers.

"We knew that there was an enormous credibility hole for this pancake and burger place to give you a very good burger,” Haley informed Adweek. 

“So we knew we had an excellent burger. We knew we had a suggestion in place that wouldn’t take away the barrier to trial for folks,” he mentioned. “At least it might considerably scale back [the barrier]—however we nonetheless had to determine find out how to make the world think about a burger from a pancake home.”