Now that that’s over: Call the Client
Steve’s breakdown: So did the IHOb name change work? No, no it didn’t.
It wasn’t the iceberg we reported it would be (see below) but nothing really got better. Store traffic & sales were flat.
What we’re suggesting now is a call into the client. Or maybe before that, find out whose freaking idea was this. Who loved it. Who played the Yes-Man on this campaign. Find out who’s to blame and target your pitch.
GLENDALE, CA: IHOP may have temporarily changed its name to IHOb, but so far customers aren’t exactly hopping to come in and try the chain’s hamburgers, data released Wednesday finds.
IHOP commanded huge attention earlier this month when it launched an ad campaign to draw attention to its hamburgers in a bid to increase lunch and dinner business. The gimmick: flipping the P in its name to a lower-case b, for burger.
IHOP, which stood for International House of Pancakes, instantly put the emphasis on burgers.
But data from polling firm YouGov shows the rebranding effort has not created a significant increase in IHOP’s purchase consideration, which measures the likelihood of consumers eating at a particular restaurant chain. YouGov, which tracks the perception of more than 1,500 brands daily through its BrandIndex, found that IHOP’s purchase consideration score has remained consistent throughout the first half of 2018, “swinging mostly between 20% and 30%.”
Though IHOP’s campaign hasn’t so far jammed restaurants with burger lovers, it succeeded in generating buzz. The number of people who talked about the restaurant chain with friends and family – rose 11%, from 19% to 30% in the week following its announcement, according to YouGov, IHOP’s Word of Mouth Score.
IHOP officials say they are happy with the marketing campaign.
“While unsolicited third-party research results are interesting, interpretations of YouGov’s findings don’t completely or accurately reflect what we’re seeing in our restaurants,” , said spokeswoman Stephanie Peterson in a statement. “Overall we’re pleased with early results and the guest feedback we’ve heard related to our new Steakburgers.”
On June 4, IHOP hinted at changing its name to “IHOb” in a tweet. Speculation ran rampant as consumers guessed that the last letter could represent breakfast or bacon or something else. Then, IHOP threw a curveball with its announcement on June 11 that the “b” stood for burgers.
This move will only be temporary, though, with the intention of driving awareness and sales, the company, a unit of Dine Brands, which also owns the Applebee’s chain, confirmed.