Thursday, 21 June, 2018

Burger King Trolls ‘IHOP’ With ‘Pancake King’ Name Change

Screen Shot 2018 06 12 Twitter
Cecil Davis | 14 June, 2018, 16:31

Yes, the brand whose moniker evolved from the abbreviation for International House of Pancakes is turning the "p" into a "b", trading pancakes for. burgers.

The name change accompanies a line of new burgers at the chain, which is known for breakfast dishes like rainbow sprinkle-filled "cupcake pancakes" and classic buttermilk pancakes. The real message here is that the 60-year-old casual dining chain's 1,400-plus USA locations wants to be known beyond breakfast.

There are seven new "Ultimate Steakburgers," made from black angus ground beef inside a grilled brioche bun. "Though the company has been offering burgers since its creation in 1958, IHOP's main motive for revamping the menu item and emphasizing it is to attract a wider audience".

The company's social media team put out a message that said there's no need to stress over the name change. Who now wants to be known as Pancake King.

"Just because we have pancakes doesn't mean we can't do anything but pancakes". I rushed to Twitter and found that many like me were heartbroken by the seeming betrayal and were planning on turning their back forever on the 1,700-location chain of morning Americana.

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The chain went so far as to change the sign on a restaurant in Los Angeles to the IHOB name.

But one man's unique marketing campaign is another's to hijack. "We're just expanding our burger horizons", it said.

The International House of Burgers did not immediately respond to request for comment from TheWrap.

But as you know from years of experience, it sometimes doesn't matter what people are saying about you as long as they are saying something. At the time, anyway, the brand was all about encouraging people to eat breakfast all day, with half of the breakfast food orders at IHOP happening at lunch or dinner. IHOP isn't changing its name. ASAP, ' another simply replied, 'ASAB, ' Chappell continues.