After #IHOP announced it would be flipping its “P” to a “b” we all started to guess what the mysterious letter would stand for. Well, the wait is over. The International House of Pancakes will now be the International House of Burgers.
The big news was announced Monday, but the pancake-chain is only making the “b” temporary as its advertising its new burger line. In part of a new rebranding scheme, IHOP is laying out seven Ultimate Steakburgers in addition to its famous breakfast menu.
While you may have always seen burgers available on IHOP’s menu, the restaurant wants to bring in a wider audience by highlighting a new line of burgers.
“The big opportunity for the IHOb brand is to develop our lunch and dinner business. Burgers are the most consumed entree item for men, women, and children in America,” he continued, adding “it made sense to start with burgers,” said Chief Marketing Officer Brad Haley.