In reality, IHOP had never changed their name but last month’s social media campaign undertaken to promote their new line of burger only had given the impression as if IHOP was the changed name for the company, who dealt only with Pancakes.
The President of IHOP, Darren Rebelez has made things clear and hence want their customers to understand the fact that the company is committed to serving pancakes, waffles, and other foods for breakfast.
In an interview with CNNMoney, Rebelez had said that IHOP will always be looking for making some innovations around with their breakfast items.
He even went on to say that the company had expected some consumers to be confused as well as become annoyed over the fact that IHOP changed their name to IHOP, though it was on a temporary basis. Still, according to his opinion, the company had to take a bold step and do something creative to shut out the noise about marketing for food and restaurants, even if it required them to make the fans of pancake upset for a brief while.
Rebelez said that they had put this idea to test in the midst of some of their guests as well as some focus groups. Then, the reaction which they had seen playing out on social media channels was similar to what they had witnessed among the focus groups. The result was initially emotional, followed by a sense of rejection and these extreme reactions could be experienced other than doing this.
Once customers had realized that the campaign on IHOP was nothing more than a marketing gimmick, they had breathed a sigh of relief. So this strategy had made the company see an extreme fluctuation of emotions playing out.
Rebelez stressed the success of the marketing gimmick by saying that 20,000 news articles had been written and the company happened to be No 2 trending topic globally on Twitter during its name change.
Almost everyone on the planet knows the fact that IHOP is into burger business as well.
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