IHOB or IHOP? SoCal Chats Up New Marketing Campaign

RANCHO SANTA MARGARITA, CA — Last week, IHOP shocked the country by letting that "P" drift down to become a "B" in the newly promoted "IHOB" campaign for the restaurant chain. Did the International House of Pancakes change their name? And why?

On Monday, all questions were answered, according to a social media report from the company. This was not "fake news" and the company is not changing their name. It was a marketing ploy designed to get us all chatting about the restaurant known for providing breakfast all day long. The popular post-church and after hours get-together spot is now featuring Steakburgers, and by the indication of their advertisements, they appear pretty tasty.

Patch reached out to IHOP regarding the switch and the social campaign that took the internet by storm, trending on Twitter Monday as fans and restaurant goers wrapped their heads around just what to expect the next time they visit the restaurant chain.

“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 Brad Haley, Chief Marketing Officer for IHOb restaurants said in recent release. “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.”

Though fans of the chain were aware of the "full menu" nature of the restaurant, many love the breakfast any time of day angle. Was the IHOB campaign launch big enough to get you to switch up your regular order?

Orange County resident Jonathon Paschke told Patch that he thought "The House of Burgers thing" was "goofy." Paschke will reorder the Kings Hawaiian Bread French Toast when he goes to IHOP, every time. "It's unreal!" he told us.

Others consider the marketing scheme by Droga5 is a "win." The burgers seem enticing, and with unlimited fries, at $6.99, how could you go wrong?

IHOb’s Ultimate Steakburgers come in seven varieties that will satisfy burger cravings morning, noon and night. The line-up, which includes both distinctive and classic flavors, is available at IHOb restaurants nationwide starting today:

• 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.

“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 day,” said Chef Nevielle Panthaky, Head of Culinary at IHOb.

Viewers of the campaign weren't so sure it was a "win," according to a Patch Facebook poll. Even still, people are talking. Since the news broke last week on the brand’s social media sites, fans can’t get enough with more than 30,000* people speculating what the change could “b”, guessing everything from bacon to brunch to bananas. In Orange County, it got people talking. Whether it will get them in the door of the restaurant remains to be seen.

Mission Viejo resident Rob Specht doesn't mind, and will go back to IHOP. even with the "marketing ploy" the omelettes and pancakes are "worth the stop."

In honor of the campaign, a flagship IHOb restaurant in Hollywood, CA, has been "completely re-burgered" and hosted the VIB launch party the evening of June 11.

Not near LA? you can still join the burgermania at IHOb -- for a limited time, the new Ultimate Steakburgers are available with unlimited fries and a drink starting at $6.99 at participating locations.

For more information, visit: www.ihop.com

Youtube photo.