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IHOP® Changes Name to IHOb to Announce New Burger Options

IHOP® Changes Name to IHOb to Announce New Burger Options

Monday, June 11th, 2018

In a move that had over 30,000 going through their repertoire of b words—is it bananas? is it brunch? is it bacon? —and speculating online, IHOP® Restaurants officially revealed it is flipping the ‘p’ to a ‘b’ and rebranding to IHOb in honor of the debut of its brand new Ultimate Steakburgers. But before us pancake-obsessed take to the streets in protest of the loss of pancakes, the name change will only last for a short while and is simply to celebrate the addition of burgers, not the loss of one of the best breakfast treats.

Brad Haley, Chief Marketing Officer, IHOP“Everyone knows that IHOP makes world-famous pancakes, so we felt like the best way to convince them that we are as serious about our new line of Ultimate Steakburgers as we are about our pancakes, was to change our name to IHOb,” said Chief Marketing Officer Brad Haley. “We’ve pancaked pancakes for 60 years now so it’s the perfect time to start burgerin’ burgers, and we’re kicking it off by flipping the ‘p’ in IHOP to a ‘b’ for burgers. And, when you try them, I think you’ll agree with me that IHOb’s new line of Ultimate Steakburgers are so good that I’d put them up against anyone’s…just like our pancakes.”

IHOb's new Ultimate Steakburgers

The new Ultimate Steakburgers are available nationwide and for a limited time, come with unlimited fries and a drink, and start at $6.99 at participating locations, including one flagship IHOb restaurants in Hollywood, CA, that has been completely “re-burgered.” According to a press release, the seven Ultimate Steakburgers include:

  • Big Brunch – IHOb knows how to put breakfast on a burger. The Big Brunch Steakburger includes IHOP's custom-cured, hickory-smoked bacon, a fried egg, a crispy browned potato, American cheese, and a delicious new signature burger sauce that compliments the savory flavors.
  • Cowboy BBQ – This may be how the West was won. This sky-high Steakburger includes two thick, crispy onion rings, custom-cured hickory-smoked bacon, American cheese, lettuce, tomato, and mouthwatering tangy BBQ sauce.
  • Jalapeño Kick – For those who like a little excitement in their lives, there's the Jalapeño Kick Steakburger with a spicy blend of sautéed jalapeños, Serrano peppers, and onion, custom-cured hickory-smoked bacon, Pepper-Jack cheese, lettuce, tomato, and jalapeño mayo.
  • Mushroom & Swiss – A match made in burger heaven with a blend of sautéed mushrooms and onions, Swiss cheese, and creamy mayo.
  • The Classic – Truly a burger classic: melting American cheese, lettuce, tomato, red onion, pickles, and the brand's new signature Steakburger sauce.
  • The Classic with Bacon – Only bacon can improve on an American classic, which is made with custom-cured hickory-smoked bacon, melting American cheese, lettuce, tomato, red onion, pickles, and the brand's signature burger sauce.
  • Mega Monster – No need to fear this monster…two premium Steakburger patties, American and White Cheddar cheeses, lettuce, tomato, red onion, pickles, and the brand's signature sauce.

Nevielle Panthaky, Head of Culinary, IHOP“Burgers are a quintessential, American menu item so it makes perfect sense that IHOP, one of the most iconic, all-American comfort-food brands in the world, would go over the top to create a delicious line-up of quality burgers that hit the spot any time of the day,” said Chef Nevielle Panthaky, Head of Culinary at IHOb. “Our new Ultimate Steakburgers are made with all-natural, 100% USDA Choice, Black Angus ground beef that is smashed on the grill to create a sear that locks in the juices and flavor. With seven different burger builds, all Steakburgers are custom built and piled high with premium quality ingredients and unique, signature sauces in between a buttered and grilled Brioche bun. There’s definitely a juicy Steakburger for whatever you might be craving at any time of the day! The IHOP Culinary team took the creation of these Steakburgers as seriously as we take innovation around our pancakes, which means they’re soon to become world famous, too.”

IHOb…still getting used to typing that…is also launching a television and social media campaign that the excited, curious, and hesitant can watch here to get pumped about the restaurant's change of direction.

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Opening its first restaurant in 1958, IHOP has become an American icon of an eatery known for pancakes. With more than 1,650 restaurants across the globe, IHOP is the place where people connect...