IHOP’s "Name Change" Actually Led To Spike In Burger Sales

55

IHOP pulled a slick advertising and marketing transfer in 2018 once they introduced that they have been altering the identify of their restaurant IHOB. The transfer was obtained with an limitless quantity of roasting from the net group nevertheless it did repay to an extent. It not solely created an enormous buzz on-line via social media platforms like Twitter however that buzz generated an enormous spike in burger gross sales for the International House Of Pancakes.

Chief Marketing Officer of IHOP, Brad Haley, revealed at a advertising and marketing convention, Brandweek, that the corporate bought 4 occasions extra burgers after the marketing campaign. The marketing campaign helped generate extra site visitors to their restaurant which had been on the decline over the previous ten quarters. Haley stated that the corporate bought 500Ok burgers per week at its peak. IHOP’s mum or dad firm, Dine Brands, stated that the breakfast joint’s same-store gross sales elevated by 1.2% in its third quarter.

IHOP is clearly referred to as a breakfast place. However, Haley defined that the afternoons have been typically missing within the gross sales division which opened the thought for the burgers.

“We knew that there was an enormous credibility hole for this pancake and burger place to give you a superb burger,” Haley instructed Adweek. 

“So we knew we had a terrific burger. We knew we had a proposal in place that wouldn’t take away the barrier to trial for individuals,” he stated. “At least it will considerably cut back [the barrier]—however we nonetheless had to determine how you can make the world think about a burger from a pancake home.”