IHOP gets grilled on Twitter over new 'burger' twist to its bran

Burger King

The move from International House of Pancakes to International House of burgers is part of a campaign to promote their new lineup of burgers. "Like that, but our cheeseburgers are still better".

And, yes, BK has been serving pancakes since it upgraded its menu to offer breakfast items like the Croissan'wich in the early 1980s.

I've stopped in IHOPs all over the country, reassured by the fact that my breakfast of champions, my most important meal of the day (no matter what time of day) would be just as delightful and just as tasty as always. But they seem to be having fun leaving people to speculate about what's going on.

Changing the name on more than 1,800 locations could be profit buster, so it appears IHOP knows something Wall Street doesn't know about marketing and brand recognition, according to a Business Insider article.

In a sense, IHOP's promotion of its burger menu carries some risks. Plus, as Zucker's Yext colleague, David "Rev" Ciancio, director for Industry Insights, notes the burger space is already pretty crowded. I always went for the 2x2x2, getting the flawless mix of pancakes, eggs, and bacon. "It's actually a really smart idea", Ciancio says.

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The International House of Pancakes is a 60-year-old company that built a reputation for putting pancakes in front of eggs for breakfast. Not breakfast, as many had speculated over the past few days.

"Just because we have pancakes doesn't mean we can't do anything but pancakes". The "B" stands for Burgers. "They came back with the idea of IHOb".

IHOB responded, saying they don't want "any beef" with Wendy's.

"The big opportunity for the IHOb brand is to develop our lunch and dinner business", CMO Brad Haley tells him.

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