WTH Is Going on with the IHOP Brand Strategy?

WTH Is Going on with the IHOP Brand Strategy?

IHOP's announcement to change its name to IHOB has caused speculation and confusion, with the "B" revealed to stand for burgers. Experts predict that this is a temporary brand strategy to drive lunch and dinner traffic, rather than a permanent change. IHOP has added seven burgers to its menu after a year of customer feedback showed a demand for them. However, many believe that the name change is a short-term promotional campaign designed to generate social media attention and media coverage. The ultimate result will likely be a return to IHOP's pancake-focused brand strategy.

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