As social media campaigns go, the cryptic tweets issued by the International House of Pancakes – that it was planning to change its name from IHOP to IHOb -certainly had people talking.
The big question now is, will it have people eating?
The company announced Monday morning that it’s temporarily changing its name to International House of Burgers, offering three calorie-stuffed specialty burgers as it looks to attract new customers in a crowded 24/7 diner segment, which would also include Denny’s and Perkins.
Internet speculation had the “B” representing everything from breakfast, brunch, bananas, bacon, beer, booze and even bitcoin.
Instead, it’s burgers which will include the Big Brunch burger with bacon, a fried egg and browned potato on top.
While IHOb is hoping the new burgers will give a boost to sales, initial social media response has showed some backlash.
Some are calling it an “epic fail”, saying it’s the least likely reason to go to a restaurant known for its pancakes.
IHOP has more than 1,700 locations in the U.S. but fewer than 20 in Canada.
There are currently 3 IHOP locations in Ontario, all in Niagara Falls.