Back­lash over IHOP name change

The Phnom Penh Post - - MARKBEUTSSINESS -

FEW ex­pected it to be burg­ers. Af­ter tan­talis­ing fans for a week, IHOP, the ubiq­ui­tous blue-roofed Amer­i­can chain which prom­ises pan­cakes 24 hours a day, said on Mon­day it was chang­ing its name to IHOb – In­ter­na­tional House of Burg­ers – in a ploy to ex­pand its mar­ket image beyond break­fast.

The move sent pan­cake break­fast lovers into a furore and sparked snarky replies from ri­vals al­ready rooted in the burger busi­ness.

“Why is ihop go­ing thru a mid life crisis,” asked one Twit­ter user.

The ven­er­a­ble chain, 60 years old this year, has long of­fered sand­wiches and burg­ers across its nearly 1,800 lo­ca­tions.

But the name – In­ter­na­tional House of Pan­cakes – has al­ways been rooted in their calo­rie-laden break­fast stan­dards: pan­cakes, waf­fles and french toast.

IHOP baited the pub­lic a week ago say­ing it was chang­ing its last ini­tial to “b” in a re­brand­ing ex­er­cise.

Re­veal­ing “burg­ers” on Mon­day, the com­pany said it was a tem­po­rary change to cel­e­brate the re­lease of its new “Ul­ti­mate Steak­burg­ers” menu cat­e­gory.

The move reaped taunts from well-es­tab­lished fast food chains.

Whataburger tweeted: “As much as we love our pan­cakes, we’d never change our name to What­a­pan­cake.”

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