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IHOb is no more. In fact, it never really was. Less than a month after the legacy franchise <a href="https://twitter.com/IHOP/status/1003682801042915328?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed%7Ctwterm%5E1003682801042915328&amp%3Bref_url=https%3A%2F%2Fwww.thedailymeal.com%2Feat%2Ftwitter-ihop-ihob%2F060618&utm_source=1851franchise.com&utm_medium=article&utm_campaign=ihops-president-says-temporary-name-change-caused-emotional-rollercoaster-2707380" target="_blank" rel="nofollow" target="_blank">announced it had changed its name</a> to the mysterious new acronym, the pancake brand <a href="https://twitter.com/IHOP/status/1016366117986566144?ref_src=twsrc%5Etfw%7Ctwcamp%5Etweetembed&amp%3Bref_url=http%3A%2F%2Fwww.chicagotribune.com%2Fbusiness%2Fct-biz-ihop-ihob-fake-name-20180710-story.html&utm_source=1851franchise.com&utm_medium=article&utm_campaign=ihops-president-says-temporary-name-change-caused-emotional-rollercoaster-2707380" target="_blank" rel="nofollow" target="_blank">admitted the re-brand was fake</a>. <a href="https://www.thedailymeal.com/eat/twitter-ihop-ihob/060618?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ihops-president-says-temporary-name-change-caused-emotional-rollercoaster-2707380" target="_blank" rel="nofollow" target="_blank">Twitter had a field day</a> with entire saga, generating an even more passionate reaction than the brand may have been angling for.

<a href="https://www.nrn.com/family-dining/behind-scenes-ihop-name-change?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ihops-president-says-temporary-name-change-caused-emotional-rollercoaster-2707380" target="_blank" rel="nofollow" target="_blank">In an interview with Nation&rsquo;s Restaurant News</a>, IHOP President Darren Rebelez said the response on social media was &ldquo;a bit of an emotional rollercoaster,&rdquo; and that no one &ldquo;could have predicted the absolute magnitude of how big it became.&rdquo;

Rebelez admits that even the franchise&rsquo;s vendors were confused by the name change, some asking if they needed to update their billing.

&ldquo;I guess we did a really good job of selling it because we had just about every sign company in the country calling us wanting to submit a bid on replacing the signs in our restaurant, and we had some vendors call and ask if they needed to change their billing,&rdquo; he said.

Because the campaign rolled out at the end of the quarter, IHOP&rsquo;s <a href="https://www.nasdaq.com/press-release/dine-brands-global-inc-reports-second-quarter-2018-results-20180801-00250?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ihops-president-says-temporary-name-change-caused-emotional-rollercoaster-2707380" target="_blank" rel="nofollow" target="_blank">second-quarter earnings report</a> doesn&rsquo;t provide much insight into the campaign&#39;s effect, but Rebelez says burger sales, which the campaign was designed to promote, have been up &ldquo;about four times what they used to be.&rdquo;

Read the <a href="https://www.nrn.com/family-dining/behind-scenes-ihop-name-change?utm_source=1851franchise.com&utm_medium=article&utm_campaign=ihops-president-says-temporary-name-change-caused-emotional-rollercoaster-2707380" target="_blank" rel="nofollow" target="_blank">full interview at nrn.com</a>.

IHOP’s President Says Temporary Name Change Caused ‘Emotional Rollercoaster’

1851 Franchise

Darren Rebelez discussed the polarizing marketing campaign in an interview with Nation’s Restaurant News

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IHOP’s President Says Temporary Name Change Caused ‘Emotional Rollercoaster’

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