Could it be marketing genius or one of the most talked about branding blunders brandished by a breakfast joint?
International House of Pancakes will continue serving flapjacks, but is emphasizing the beef after announcing Monday morning it has changed its name to the International House of Burgers.
The former leader in much needed hangover food has decided to enter into the burger joint business.
Although people had been predicting the change for days.
According to the restaurant’s website, IHOP traces its roots back to the opening of the first International House of Pancakes restaurant in 1958 in Toluca Lake, Calif. As of 2016, there were 1,695 locations worldwide.
But now iHOb will serve black angus beef burgers. Starting at $ 6.99, folks can get one of their new burgers with a drink and endless fries. It looks like there will seven different types of burger.
With the 8:30 a.m. announcement, Twitter let out a collective “What?!”
Some people are saying that IHOB was ill-conceived. Will the newest burger joint contender be able to carry its brand through such online ire?
But in the end, it’s just some strange news.