The internet is having none of IHOP's pivot to burgers with IHOb
Twitter is roasting the International House of Pancakes for turning its back on breakfast for burgers, with some legendary takedowns by Wendy's and Chili's.
Being known for pancakes should be a badge of pride, but IHOP wants more, and last week the International House of Pancakes changed its name from IHOP to the cryptic IHOb. Today, it was revealed to stand for the International House of Burgers.
Yes, this is a scandal. Take a few deep breaths though — it’s only a marketing stunt, even if the restaurant did change its signage and billboards:
— Drew Malino (@DREWMALINO) June 7, 2018
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As a 60-year-old business grappling with the anti-gluten movement and the rise of avocado toast, the obvious business move would’ve been to expand its menu with a rebrand to International House of Breakfast. But IHOB is actually a move in the opposite direction: to grow the chain’s lunch and dinner business by leaning on America's most popular menu item.
Are burgers the way to do it though? IHOP is entirely the wrong style of restaurant for the burger crowd, who either want it fast and cheap, or made with grass-fed beef and topped with high-end ingredients. “We are definitely going to be IHOP," IHOP President Darren Rebelez tells CNNMoney. "But we want to convey that we are taking our burgers as seriously as our pancakes."
Your new options include a Cowboy BBQ Burger with fried onion rings and a Big Breakfast Burger with bacon, egg and hash browns. Yet there’s no option for a pancake burger, which just seems like lazy marketing. And the official Twitter account calling them “bancakes” is really just trolling yourself, IHOP.
As for the internet, “good luck with that” has been the prevailing sentiment:
This is a joke, right?— Dan Pelletier (@Dantvman) June 11, 2018
this doesnt feel real. tell me its real. i dont wanna believe it.— Lukas the Mute (@TehMainQuarter) June 11, 2018
Change it back no one wants to say ihob— ben (@benblanchard_3) June 11, 2018
Brobably never.— JONNY DERP (@jonnyboysoprano) June 11, 2018
i see you, IHOb pic.twitter.com/cdpwdoKfZO— Magdalene Visaggio, Mother of Kims (@MagsVisaggs) June 11, 2018
“IHOb” is the best rebranding since “Snoop Lion”— JonTron (@JonTronShow) June 11, 2018
Seeing IHOP change its name to IHOB reminds me of when Netflix changed its name to Qwikster for a minute. 😂😂😂— Philip DeFranco (@PhillyD) June 11, 2018
IHOB is bretty bretty stubid.
And at least two other restaurant chains have already reminded IHOP to stay in its lane.
Not really afraid of the burgers from a place that decided pancakes were too hard.— Wendy's (@Wendys) June 11, 2018
No, we stick to what we know and try to do that as best as possible.— Chili's Grill & Bar (@Chilis) June 11, 2018
But to some, the real magic of the International House of whatever is the welcoming atmosphere.
whether it's ihop or ihob, as long as it remains a respectable place to creep with your side piece we in there.— Desus Nice (@desusnice) June 11, 2018