But the effort did not create a significant increase in the company's purchase consideration, which measures the likelihood of consumers eating at a particular restaurant chain.
IHOP may now be in the burger business, but it hasn't abandoned its pancakes and plans to offer a sweet deal for one day only.
Business Insider reports that, according to YouGov BrandIndex data, prior to the IHOb change, 19 percent of adults in the United States said they had talked about the chain in the previous two weeks. The stunt was a marketing campaign to let people know the restaurant served more than just breakfast.
Less than a month ago, IHOP revealed the flip flop to IHOb and instantly lit up social media.
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Prior to the IHOb campaign, 19% of USA adults said they had talked about the chain in the past two weeks.
The name change lit up social media. Some fans called the name change "bizarre" and "a nightmare".
The IHOb name change was never meant to be permanent.
Or maybe we were just gullible. "Consequently, we needed to make a bold signal to disrupt people's thinking about IHOP and make it IHOb".