Why Did IHOP Change Its Name to IHOb?
It never really did. The IHOb name was a month long marketing stunt in June 2018 to sell burgers, and the b stood for burgers. It was mocked everywhere, and it worked.
So the answer to the question most people ask, whether IHOP is still IHOb, is no. It was always meant to be temporary.
What actually happened
| Stage | What IHOP did |
|---|---|
| The tease | IHOP posted that it was flipping the p to a b and asked people to guess what the b stood for. Guesses ranged from breakfast to bacon to much ruder options. |
| The reveal | The b stood for burgers. IHOP launched its Ultimate Steakburgers, made with 100 percent USDA black Angus beef. |
| The month | From early June the logo changed online and on selected restaurants, backed by national TV advertising. |
| The return | At the end of the promotion the chain went back to IHOP everywhere. |
Why IHOP did it
The problem IHOP was trying to solve was simple. Everyone knew it for breakfast, and almost nobody thought of it for lunch or dinner. Afternoons and evenings were quiet, and the chain had seen customer traffic slip for several quarters in a row.
It already sold burgers, around 8 million a year, but people did not associate them with IHOP. A normal advertising campaign for a new burger would probably have been ignored. Pretending to rename the whole brand was a way to force the conversation.
How people reacted
The reaction was loud and mostly mocking. Rival chains joined in on social media, with Wendy’s among the brands poking fun at the idea of burgers from a pancake house. That kind of back and forth is covered in why Wendy’s Twitter is so savage.
Marketing commentators called it confusing and gimmicky. Early foot traffic data suggested store visits were fairly flat, which fed the idea that it had flopped.
Did it work?
By IHOP’s own numbers, yes. The company reported these results after the promotion:
| Measure | Result |
|---|---|
| Burger sales | About four times higher during the promotion |
| Earned media | Around 36 billion impressions |
| Press coverage | More than 20,000 media stories |
| About 1.2 million tweets in the first 10 days | |
| Dinner sales mix | Up 200 basis points over three weeks |
Burgers became IHOP’s most popular off premises item, and the steakburgers stayed on the menu long after the b came down. Current burger prices are on the IHOP menu.
What IHOP actually stands for
IHOP stands for International House of Pancakes, the full name the first restaurant used when it opened in Burbank, California in 1958. The chain switched to the short form IHOP for marketing in 1973. Who runs the brand now is covered in who owns IHOP.
Related Questions
Why did IHOP change its name to IHOb?
To sell burgers. In June 2018 IHOP pretended to change its name to IHOb, with the b standing for burgers, to promote its new Ultimate Steakburgers and get people to think of it for lunch and dinner rather than only breakfast.
Is IHOP still called IHOb?
No. The IHOb name was a temporary promotion that ran through June 2018. The restaurant went back to IHOP at the end of the month and has used that name ever since.
What did the b in IHOb stand for?
Burgers. IHOP teased the change first and asked people to guess, then revealed that IHOb stood for International House of Burgers as a way to launch its Ultimate Steakburgers.
Did the IHOb campaign work?
By IHOP’s figures, yes. Burger sales rose about four times during the promotion, it generated around 36 billion media impressions, and the share of sales at dinner rose. Critics called it gimmicky, but burgers became a lasting part of the menu.
Does IHOP still sell burgers?
Yes. The Ultimate Steakburgers launched with the IHOb promotion stayed on the menu, and burgers became one of IHOP’s most popular items for takeout and delivery.
What does IHOP stand for?
International House of Pancakes. The first restaurant opened in Burbank, California in 1958 under that full name, and the chain started using the shorter IHOP in 1973.
More on IHOP
About this guide. USA Food Menu is an independent reference site and is not affiliated with IHOP or Dine Brands. Campaign results are the figures IHOP reported publicly after the promotion. Current prices and calories are on the IHOP menu.
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