Arthur J. Villasanta – Fourth Estate Contributor
Glendale, CA, United States (4E) – IHOP, the famous restaurant chain specializing in breakfast food (especially pancakes), now goes by the name IHOb — but this new name’s only temporary.
The change from IHOP (International House of Pancakes) to IHOb (International House of Burgers) was made because, you guessed it, pancakes aren’t selling as well as hamburgers in this age of Millennials and Post-Millennials, or Gen Z.
Analysts said IHOP sales from 2015-2017 were flat and falling, hence the decision by Dine Brand Global (owner of IHOP) to rebrand the restaurant into a burger joint while maintaining a link to its glorious past for the sake of Baby Boomers and Gen Xers.
Pancakes were also being shunned by health-minded Americans, who shudder at the sight of all that sugar on those flattened discs of toasted flour.
Dine Brand Global confirmed the change in name and the switch to burgers in a humorous tweet on June 11 that read, “Dear Internet, we abbreciate your batience. Now let’s see who guessed right. B-hold!!!!! #IHOb,” along with a video showing burgers, burgers, bugers.
Dine Brand said it’s the move to IHOb is only a marketing campaign. IHOP isn’t changing its corporate name, however. IHOP said it wants to be known as a place to get lunch and dinner, not just breakfast and brunch. It’s adding several burgers to its menu (including a Big Brunch burger with bacon); a fried egg and browned potato on top.
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