Last month IHOP created a social media buzz when it (temporarily) changed its name to IHOb- International House of Burgers.
It gave a nod to the sometimes contentious (but mostly amusing) name change furor in a tweet reading, "We'd never turn our back on pancakes (except for that time we faked it to promote our new burgers)". "That's right, IHOP! We'd never turn our back on pancakes (except for that time we faked it to promote our new burgers)", the chain said.
The pancake giant is offering short stacks for 60 cents on July 17, 2018 from 7am to 7pm nationwide.
But it moved conversation away from pancakes for a minute, a rebrand that Business Insider called an "incredible strategic move".
There were strong feelings going around about the name change. That's what we're after: "Giving more people more reasons to come to IHOP more often".