IHOP is flipping back to pancakes, ending a stunt that temporarily changed the chain’s name to IHOB to promote new burgers on the menu.
“We just had some burgers to bromote,” the company said in a tweet.
We just had some burgers to bromote— IHOP (@IHOP) July 9, 2018
The company announced a name change in June, which sparked a flood of social media attention, mostly making fun of the stunt.
But it moved conversation away from pancakes for a minute, a rebrand that Business Insider called an “incredible strategic move.” The plan, which came with a rollout of seven burgers including the Big Brunch Burger and the Cowboy BBQ burger, had been in motion for about a year.
To honor its return to its real name — and celebrate 60 years in the pancake business — IHOP is giving away 60 cent short stacks on July 17.
We’re giving away 60¢ short stacks on July 17 from 7a-7p for IHOP’s 60th birthday. That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers) pic.twitter.com/KsbkMJhKuf— IHOP (@IHOP) July 9, 2018