While the IHOb campaign is no more, IHOP isn’t looking to bid adieu to the “b” anytime soon. Instead, the restaurant chain is calling its new burger offerings “pancakes” in order to “stay in its lane,” as the internet has demanded.
This week, IHOP’s three new burger—I mean, pancake—offerings debuted, serving a playful twist on last year’s Ultimate Steakburger launch. The lineup of all-natural, 100 percent USDA Choice, Black Angus beef pancakes will include The Garlic Butter “Pancake,” The Loaded Philly “Pancake,” and The Big IHOP “Pancake”—which actually does feature a hot, fluffy, cheddar cheese pancake layered between its beef patties.
“When we launched our new Ultimate Steakburgers last year, what better way to show the world that we take our burgers as seriously as we take our pancakes than by announcing that we’d be changing our name to IHOb…temporarily,” said Brad Haley, Chief Marketing Officer. “That was hard for a lot of people to accept since they’d always known IHOP primarily as the breakfast and pancake place, so they took to social media to tell us—often in no uncertain terms—to stay in our lane and stick to pancakes. But we made our all-natural, 100 percent USDA Choice, Black Angus beef Steakburgers good enough to stand up to the best burgers out there and we sold a lot of them: initially four times what we sold before, and they are still selling double what we sold before. So, we’re listening to the Internet this year by calling our new Steakburgers ‘Pancakes.’ And, so many people asked us why we didn’t have a pancake burger last year that we’ve even added a ‘Pancake’ with a pancake in it: The Big IHOP Pancake…Burger.”
The new pancake additions will also be ushered in with a recently created digital experience targeting those who voiced their reservations about IHOP’s new direction last year.
“There were over 3.3 million tweets about #IHOb last year, and some of them weren’t very nice,” Haley added. “So, our lead creative agency, Droga5, created a digital experience to engage last year’s naysayers and convert haters into eaters. Those who tweeted something, shall we say, unkind last year may find that they’re on The Bancake List, an aggregated list of Twitter users who tweeted at IHOP to stay in its lane. Fortunately, there is a way to get off The Bancake List—all they have to do is tweet something nice about IHOP’s Pancakes/Burgers, and they’ll be removed from the list. To make it even easier, we’re providing very funny options people can choose from if they don’t want to create their own and, best of all, they could even be rewarded with a token of the brand’s appreciation. Users can visit BancakeList.com to find out whether they or their friends are on The Bancake List, and how to get off of it. Of course, we’ll also be engaging many of those guests who were instant fans of our Steakburgers last year.”
To learn more about the latest from IHOP, click here to read the press release in its entirety. And for more foodservice and restaurant news as it relates to our industry, stay tuned to Deli Market News.