IHOP has new burger offerings, and in order to promote those offerings, it is pretending to change its name to IHOb in a marketing campaign.
They officially changed their Twitter handle to @IHOb and wiped the @IHOP Twitter clean, leaving bio that says: “Hey ya Pancakes. Don’t follow us here. We’re @IHOb now.”
Waffle House, IHOP’s all day/night breakfast competitor has joined in on the fun, throwing shade at the name change. They tweeted “Long-term consistency trumps short-term intensity. – Bruce Lee.” They’ve also been replying to fans who have demanded they don’t make a change like IHOP has, saying they never will.
As for how the change will affect IHOP, now IHOb, we’ll have to wait and see. At its annual stockholders’ meeting last month, IHOP reported that nearly half of its customers come in during breakfast time. Lunch follows (with 28 percent) and then dinner (16 percent) and late-night service (7 percent). There are currently over 1600 IHOP locations in the U.S. and in the most recent fiscal year, IHOP stores generated $185 million in revenue, on sales of $3.3 billion, according to NPR.