Note: This was featured as part of our Web Wednesday segment on Charleston’s 105.5 The Bridge. You can catch us every Wednesday morning at 8:20 am ET for your dose of social media & digital marketing news. Listen to the segment below:
In the world of marketing, you may or may not have heard about the restaurant that everyone is talking about. iHOP is grabbing everyone’s attention with their new strategy: changing from iHOP to IHOb.
Most people think the change is ridiculous and aren’t exactly sure why the company made this adjustment, but it is actually a brilliant strategy.
Rather than be known as the “International House of Pancakes,” they are rebranding and switching to the “International House of Burgers.” The company has a new line of hamburgers, so what better way to let everyone know by changing their name?
For one, the switch had everyone talking about them (in a positive and negative way). Either way, publicity is publicity. iHOP, is known for their pancakes, so changing the name made everyone worried and go in a (Twitter) frenzy (see our fave tweets below).
Not really afraid of the burgers from a place that decided pancakes were too hard.
— Wendy’s (@Wendys) June 11, 2018
You probably already knew that. pic.twitter.com/m0DXwUk9h8
— DiGiorno (@DiGiorno) June 11, 2018
brb changing my name to Netflib
— Netflix US (@netflix) June 11, 2018
sorry, old Burger King can’t come to the phone right now…
— Burger King (@BurgerKing) June 11, 2018
Rebranding also had everyone talking about their new burgers. Most people wouldn’t have noticed the addition to their menu without this strategic stunt.
Although people think iHOP is wasting millions of dollars on this “ridiculous” marketing strategy, the strategy is doing exactly what the company wants. They had customers talking about their favorite food from the restaurant and took notice of their new line of burgers.
Want to learn more about iHob’s marketing strategy and the rebranding of their company? Interested in your own rebrand, but not sure how to go about it? Give us a call at (843) 728-2988 for a free, no obligation consultation today. We’d love to help you out!