{"id":57858,"date":"2018-06-18T19:22:14","date_gmt":"2018-06-18T19:22:14","guid":{"rendered":"https:\/\/blog.glaciermediadigital.ca\/?p=57858"},"modified":"2018-06-18T22:53:36","modified_gmt":"2018-06-18T22:53:36","slug":"ihops-rebranding-success-failure","status":"publish","type":"post","link":"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/","title":{"rendered":"IHOP&#8217;s Rebranding: Success or Failure?"},"content":{"rendered":"<p>If you have been disconnected from the internet in the past 2 weeks, you may have missed one of the boldest marketing moves of 2018.\u00a0It all started with 1 single tweet:<\/p>\n<p><a href=\"https:\/\/twitter.com\/IHOb\/status\/1003682801042915328\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-57860 size-medium aligncenter\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-1-256x300.png\" alt=\"IHOP's Rebranding Announcement \" width=\"256\" height=\"300\" \/><\/a><\/p>\n<p>The IHOP we all know (and love) decided to shake things up a bit and rebranded itself into IHOb. They announced the news on Twitter on June 4 and waited for the internet to respond. And it did not disappoint.<\/p>\n<p><a href=\"https:\/\/twitter.com\/ihob\/status\/1004093182227959809?lang=en\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-57863 aligncenter\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-4-300x215.png\" alt=\"IHOP's Rebranding Announcement - Teaser\" width=\"310\" height=\"222\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-4-300x215.png 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-4.png 484w\" sizes=\"auto, (max-width: 310px) 100vw, 310px\" \/><\/a><\/p>\n<p>Suggestions ranged from the obvious like breakfast, brunch and bananas to the less obvious bellinis. Finally, the brand revealed that B stands for BURGERS! The internet flooded with tweets from famous burger chains and celebrities commenting on IHOP\u2019s rebranding.<\/p>\n<p><a href=\"https:\/\/twitter.com\/WhiteCastle\/status\/1006236084412575749?ref_src=twsrc%5Etfw&amp;ref_url=https%3A%2F%2Fwww.goodmorningamerica.com%2Ffood%2Fstory%2Finternet-flips-ihop-turns-letter-burgers-55804067\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-57864 size-medium aligncenter\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-5-300x146.png\" alt=\"IHOP's Rebranding: White Castle\" width=\"300\" height=\"146\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-5-300x146.png 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-5.png 506w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><a href=\"https:\/\/twitter.com\/kumailn\/status\/1006175605174530048?ref_src=twsrc%5Etfw&amp;ref_url=https%3A%2F%2Fwww.goodmorningamerica.com%2Ffood%2Fstory%2Finternet-flips-ihop-turns-letter-burgers-55804067\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-57865 size-medium aligncenter\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-6-300x145.png\" alt=\"IHOP's Rebranding: K Nanjiani\" width=\"300\" height=\"145\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-6-300x145.png 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-6.png 493w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a> <a href=\"https:\/\/twitter.com\/MoonPie\/status\/1006210484004184067?ref_src=twsrc%5Etfw&amp;ref_url=https%3A%2F%2Fpeople.com%2Ffood%2Fihop-name-change-ihob-twitter-reactions%2F\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-57866 size-medium aligncenter\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-7-300x175.png\" alt=\"IHOP's Rebranding: Moon Pie\" width=\"300\" height=\"175\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-7-300x175.png 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-7.png 469w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><a href=\"https:\/\/twitter.com\/WORLDSTAR\/status\/1006538927656919040\/photo\/1?ref_src=twsrc%5Etfw&amp;ref_url=https%3A%2F%2Fpeople.com%2Ffood%2Fihop-name-change-ihob-twitter-reactions%2F\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-57867 size-medium aligncenter\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-8-279x300.png\" alt=\"IHOP's Rebranding: Burger King\" width=\"279\" height=\"300\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-8-279x300.png 279w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-8.png 535w\" sizes=\"auto, (max-width: 279px) 100vw, 279px\" \/><\/a><a href=\"https:\/\/twitter.com\/Wendys\/status\/1006195937839144961\"><img loading=\"lazy\" decoding=\"async\" class=\"wp-image-57868 size-medium aligncenter\" src=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-9-300x148.png\" alt=\"IHOP's Rebranding: Wendy's\" width=\"300\" height=\"148\" srcset=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-9-300x148.png 300w, https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/ihop-9.png 502w\" sizes=\"auto, (max-width: 300px) 100vw, 300px\" \/><\/a><\/p>\n<p>Before you flip, IHOP\u2019s sudden name change is temporary. This change has been reflected in the restaurant\u2019s social media handles and on the sign outside of their flagship location in Hollywood, California. Officially they will remain IHOP.<\/p>\n<p>Now people are debating whether IHOP\u2019s rebranding efforts were a success or a failure. In my personal opinion, it was a success. IHOP could have spent millions of marketing dollars on outdoor advertising, guerilla marketing, videos, advertising on YouTube, Instagram and Facebook, print advertising, flyers, TV commercials and so much more. What did they do instead? Posted 1 single tweet and it cost them almost nothing. Not only did they let their consumers know that they serve seven new burgers, but they also reached their competitors\u2019 audiences.<\/p>\n<p>Some people may argue that IHOP&#8217;s rebranding initiative was roasted by Wendy\u2019s and Burger King. Although, it is true, none of the tweets were derogatory. In this storm of social media posts, I could not find tweets about IHOP\u2019s bad food, bad service, racist employees (*cough*<a href=\"http:\/\/www.cbc.ca\/news\/opinion\/starbucks-arrest-1.4630635\">\u00a0Starbucks<\/a>\u00a0*cough*) or bad pancakes. In fact, people went to IHOP and ordered burgers on purpose. According to Hollis Johnson from the Business Insider, \u201cafter trying the new line of burgers, we have to say we were shocked by how much we enjoyed them.\u201d If you are interested in learning more about IHOP&#8217;s new burger menu, you can read Hollis Johnson&#8217;s full review <a href=\"http:\/\/www.businessinsider.com\/ihop-ihob-promotes-burgers-review-2018-6\">here<\/a>.<\/p>\n<p>In conclusion, I think it was a bold move for a well-established brand like IHOP to announce its new menu on social media instead of using traditional media channels. It was risky and it paid off.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you have been disconnected from the internet in the past 2 weeks, you may have missed one of the boldest marketing moves of 2018.<\/p>\n","protected":false},"author":24,"featured_media":57879,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[63,67,68],"tags":[91,139],"class_list":["post-57858","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-strategy","category-marketing","category-design-branding","tag-marketing","tag-branding"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>IHOP&#039;s Rebranding: Success or Failure? -<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"IHOP&#039;s Rebranding: Success or Failure? -\" \/>\n<meta property=\"og:description\" content=\"If you have been disconnected from the internet in the past 2 weeks, you may have missed one of the boldest marketing moves of 2018.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/\" \/>\n<meta property=\"article:published_time\" content=\"2018-06-18T19:22:14+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2018-06-18T22:53:36+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/IHOP.jpg\" \/>\n\t<meta property=\"og:image:width\" content=\"1256\" \/>\n\t<meta property=\"og:image:height\" content=\"835\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/jpeg\" \/>\n<meta name=\"author\" content=\"Adina Mussina\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Adina Mussina\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/\"},\"author\":{\"name\":\"Adina Mussina\",\"@id\":\"https:\/\/blog.lodestardigital.ca\/#\/schema\/person\/e68384bf1d35497ec955911a326a36f1\"},\"headline\":\"IHOP&#8217;s Rebranding: Success or Failure?\",\"datePublished\":\"2018-06-18T19:22:14+00:00\",\"dateModified\":\"2018-06-18T22:53:36+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/\"},\"wordCount\":387,\"commentCount\":0,\"image\":{\"@id\":\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/#primaryimage\"},\"thumbnailUrl\":\"https:\/\/blog.lodestardigital.ca\/wp-content\/uploads\/2018\/06\/IHOP.jpg\",\"keywords\":[\"marketing\",\"branding\"],\"articleSection\":[\"Strategy\",\"Marketing\",\"Design &amp; Branding\"],\"inLanguage\":\"en-US\",\"potentialAction\":[{\"@type\":\"CommentAction\",\"name\":\"Comment\",\"target\":[\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/#respond\"]}]},{\"@type\":\"WebPage\",\"@id\":\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/\",\"url\":\"https:\/\/blog.lodestardigital.ca\/index.php\/2018\/06\/18\/ihops-rebranding-success-failure\/\",\"name\":\"IHOP's Rebranding: Success or Failure? 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