IHOP and Its Temporary Name Change: Serving Up a Strategy

With the flip of its last initial, the chain became “IHOb.” Anticipation (and a lot of joking) built up as Twitter users guessed what the ‘b’ might stand for. IHOP, IHOb and International House began trending almost immediately. Then another wave of reaction — not all of it positive – rippled across the platform after the big reveal. (Burgers!)

The result was beyond anything company officials had anticipated. “We thought that people would have fun with this, but never did we imagine that it would grab the attention of America the way it did,” Stephanie Peterson, a company spokeswoman, told The New York Times.

Did IHOP’s campaign catch your attention? Was it effective, or did the negative attention signal that it backfired? Here are insights by social media experts at Buchanan Public Relations.

Let us know what you think in the comments or in a tweet @BuchananPR.

In Favor of the IHOP Name Change Promotion

 

While it caught some backlash, it wasn’t a bad move. IHOP fell off my radar for a while. But it’s sure on everyone’s radar now, it seems.  — Megan Keohane, Assistant Vice President

It’s tempting to say that all IHOP did was serve up a syrup-drenched, pancake-sized softball for Wendy’s to knock out of the park, but IHOP is back in the news, and everyone now knows they’ve expanded their menu. — Anne Buchanan, President

While I typically disagree with the idea that all publicity is good publicity, I actually went to IHOP the other day for the first time in years. There’s something to be said for stirring the pot. – Alex Harris

IHOP is now the Kim Kardashian of the interwebs. Is it smart? Maybe not. But people are talking about it. It succeeded in making them somewhat relevant again. At least for a week or two. Then again, I’m kind of a waffle guy. – Chris Brandl, Designer

Against the IHOP Name Change Promotion

The IHOb campaign was successful in getting a conversation started about the brand. However, it also left the window open for other brands to steal the spotlight, such as Burger King aka Pancake King. — John Reynolds, Senior Account Executive

The campaign immediately sparked a firestorm on social media. But I do think it allowed other fast food chains, such as Wendy’s and Burger King, to respond in clever ways they might not have anticipated. — Lauren Force, Account Coordinator

The best part about restaurants is that often they can focus on a core strength: Italian, Mexican, ice cream, or breakfast. A more effective campaign would have highlighted what they do best, not muddling things by trying to be a jack of all trades. That’s what Jack in the Box is for. — Katie Byrne, Account Coordinator

I think it was a smart strategy, as chain restaurants are seldom in the spotlight with positive news. But, the change in name still feels too strange and poorly thought out. – Megan Noll, Intern

It seems like an impulsive move to get back in that spotlight — a long-term change to get some short-lived publicity. – Jane Ross, Intern

IHOP’s campaign got people talking about the brand. However, they were clearly unprepared for some of the backlash, which gave me the feeling that this campaign wasn’t completely planned out before it was launched. —  Jen Tedeschi, Account Executive

It looks like the real smart cookie here is the guy that ran out and grabbed the IHOB.COM domain.  Brilliant for him, and loss of opportunity for IHOP. — Jon Ericson, Director of Technology

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