News and Commentary


It was inevitable.

The International House of Pancakes (IHOP), which flirted briefly with changing its name to the International House of Burgers (IHOb), a name-change that elicited groans from breakfast-lovers everywhere, has seen the error of its ways, announcing on Monday that it had reverted back to its original name.

In June, IHOP had changed its name as part of a promotion for its new beef patties:

That announcement triggered salvos from burger-flipping chains:

But roughly one week later, as USA Today reported:

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%.’”

IHOP has metamorphosed back to its original name just in time for its 60-cent pancakes promotion on July 17 celebrating IHOP’s 60th birthday.

Pass the syrup.