Whether the gimmick sizzles or fizzles as a way to generate more traffic after the breakfast hours remains to be seen. America loves burgers and IHOP wants to be a bigger player at lunch and dinner.
And, yes, BK has been serving pancakes since it upgraded its menu to offer breakfast items like the Croissan'wich in the early 1980s.
The move sent pancake breakfast lovers into a furor and sparked snarky broadsides from rivals already deeply rooted in the hamburger business.
We were greeted by IHOP's President Darren Rebelez who reassured us that the House of Pancakes was not going anywhere.
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Apparently succumbing to the theory that any publicity is good publicity, IHOP announced Monday it is now IHOB.
"Not really afraid of the burgers from a place that decided pancakes were too hard", scoffed the iconic burger maker to a Twitter fan who asked if they were anxious.
But White Castle is making some changes too. Netflix US tweeted: "brb changing my name to Netflib". As a kid, IHOP was the go-to road trip spot for my dad and me.
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"Droga5 had originally pitched a campaign based on the idea of 'pancakes, pancakes, pancakes, '" according to Haley.
"Just because we have pancakes doesn't mean we can't do anything but pancakes. They came back with the idea of IHOb".
As you no doubt intuitively know, reactions to the ploy have been passionately mixed.
News of the IHOP's name change was originally announced June 4, though the company did not reveal the what the "b" would stand for until Monday morning. "You guys had the opportunity to be global house of brunch and you screwed it all up. cmon", is another. And you have to give it to them, it's working. And, naturally, it's all in the name of marketing as the chain promotes seven new burgers the restaurant is adding to its menu. "B-hold! #IHOb", the company said in its tweet.
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