IHOP to offer 60 cent pancakes for one day only

Isaac Cain
July 10, 2018

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.

The California-based breakfast chain said on its social media platforms that the change back to "IHOP" would coincide with its 60th anniversary.

Now just over one month later on July 9, IHOP admitted what we already know; that the name change was a promotional stunt to put their new line of burgers in the spotlight.

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The pancake giant is offering short stacks for 60 cents on July 17, 2018 from 7am to 7pm nationwide. Today, it was back on social media, this time to promote a pancake deal tied to IHOP's 60th birthday. 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. Wendy's, which is known for its humorous and slightly snarky Twitter account, said it wasn't too anxious about the competition: "Not really afraid of the burgers from a place that decided pancakes were too hard".

The IHOb marketing gimmick has proven successful. A Twitter user asked Wendy's to weigh in, saying, "IHOb was a joke!"

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