IHOP’s fake name change helped it sell 4 times more burgers
By Sara Shaw • February 13, 2019
Last summer, when IHOP teased that it would change its name to “IHOb,” it generated a lot of buzz on social media but it was unclear if it would help generate sales. Chief Marketing Officer Brad Haley said at Brandweek, a marketing conference, Thursday that the company sold four times more burgers after the campaign.
IHOP used the marketing stunt to promote its new line of burgers, designed to lure in customers during lunchtime. Although the company has been selling burgers in its diners for years, many customers still only thought of the restaurant for pancakes and other breakfast food.