After a brief stint identifying itself as "IHOb", the International House of Pancakes announced on social media Monday that it has reverted back to its original name. "We'd never turn our back on pancakes (except for that time we faked it to promote our new burgers)". It's to celebrate the restaurant chain's 60th birthday.
Long known as the "International House of Pancakes", the chain teased the name change days before formally announcing it would be called "IHOb".
Pancakes and burgers coexist in harmony. "So, we went bold with the campaign".
The name-change move accomplished what appears to have been its core goal: It got people talking.
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Though the quick switch might have baffled people, the change actually helped IHOP boost sales numbers.
Prior to the IHOb campaign, 19% of United States adults said they had talked about the chain in the past two weeks. At the time, a branding expert told FOX Business that the name change was the "dumbest decision ever made in the world of branding".
The IHOb name change was never meant to be permanent.
"The pancakes haven't gone anywhere". They said it was a way to turn their focus away from breakfast and to its enhanced burger menu.