IHOP Reclaims Name, Ends IHOb Campaign

Last month, IHOP — whose full name is the International House of Pancakes — “flipped” its name to IHOb as part of a marketing campaign to introduce a new line of burgers. After less than a month, the restaurant announced Monday on Twitter that it has changed its name back to IHOP. “We’re giving away 60 cent short stacks on July 17 from 7a-7p for IHOP’s 60th birthday,” IHOP wrote in a tweet. “That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers).” If nothing else, the campaign got people talking. The move garnered major media attention and traffic on social media. IHOP is owned by Glendale-based Dine Brands Global Inc., which also owns the Applebee’s Neighborhood Grill & Bar chain. Shares of Dine Brands fell $2.01, or more than 2 percent, on Monday to close at $72.60 on the New York Stock Exchange.