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.
“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.”
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:
“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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