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IHOB just changed its name back to IHOP. Here's why

10 July 2018

Last month the International House of Pancakes pulled a stunt that put its namesake at risk.

The pancake giant is offering short stacks for 60 cents on July 17, 2018 from 7am to 7pm nationwide.

On June 11, the International House of Pancakes made a big announcement: they were changing their name to "IHOb", at least temporarily, standing for "International House of Burgers", and unveiling a new product on the menu.

"We'd never turn our back on pancakes (except for that time we faked it to promote our new burgers)", it read in part. The brand has already changed its name on its website and all social media platforms. IHOP's "word of mouth" score skyrocketed following the name change, according to YouGov BrandIndex data.

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Pancakes and burgers coexist in harmony.

After the name change, that number jumped to 30 percent.

A YouGov poll found that 19 percent of adults said they talked about the store in the two weeks before the IHOB campaign, Business Insider reported. That's what we're after: "giving more people more reasons to come to IHOP more often".

IHOB just changed its name back to IHOP. Here's why