Though the company has officially changed its name back to IHOP, it confirmed on Twitter that it will still be selling its new burger line.
The name change sparked a social media furor, even though IHOP appeared to be hedging its bets by saying the new IHOb name was "for the time being". The plan, which came with a rollout of seven burgers including the Big Brunch Burger and the Cowboy BBQ burger, had been in motion for about a year.
IHOP is giving away its iconic short stacks for a few cents on July 17.
After the initial change in June, IHOP president Darren Rebelez told Business Insider, "Just because we have pancakes doesn't mean we can't do anything but pancakes". The giveaway is in celebration of its 60th birthday.
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Now we know it was just a marketing scheme to get the word out about its new burger line.
Hollis Johnson/Business InsiderIHOP will continue to sell both pancakes and burgers.
Prior to the IHOb campaign, 19% of United States adults said they had talked about the chain in the past two weeks. The brand has already changed its name on its website and all social media platforms. Following the IHOb name change, that figure increased to 30%, the highest score since late 2012.
"The pancakes haven't gone anywhere. Consequently, we needed to make a bold signal to disrupt people's thinking about IHOP and make it IHOb".