"People know us for pancakes", IHOP Chief Marketing Officer Brad Haley said last week at a burger-tasting event during which the chain unveiled its specialty burgers to a small group of journalists.
And it doesn't stop there.
To learn more about the company's pivot in menu, we got in touch with IHOP's spokesperson, Stephanie Peterson.
"Burgers are a quintessential, American menu item so it makes flawless sense that IHOP. would go over the top to create a delicious line-up of quality burgers", said Nevielle Panthaky, the chain's culinary chief.
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When the restaurant chain tweeted about the name flip last week, people speculated the "b" stood for breakfast, brunch, bacon, beer, broccoli, burritos or even break dancing. The change is not permanent, a company spokeswoman said, but rather is a move to promote its new burger line.
Rebelez said that the restaurant chain is "growing like crazy" and that it soon will be worldwide. Pressed for details, the company would not give an end date for IHOb but referred to the "tongue-in-cheek name change" and said it was tied to the summer burger promotion.
The restaurants already had burgers. You can't just go from pancakes to burgers!
"Burgers so burgerin' good, we changed our name to IHOb".
Well, name changes aren't easy - just ask Puff Daddy. "But we want to convey that we are taking our burgers as seriously as our pancakes". Others pegged the "burgers" gimmick in advance as well. "If you want a burger and beer, you are not going to come to IHOP".
We're still getting our pancakes and we're entertained by these burger joint social media accounts. Its most recent notable exchange was with WWE wrestler Braun Strowman, who called them out for not having its grilled chicken sandwich readily available upon his past visits.