Marketing in the Fast Casual Restaurant Segment: From Pancakes to Burgers, IHOP’s Rebranding Strategy

Marketing in the Fast Casual Restaurant Segment: From Pancakes to Burgers, IHOP’s Rebranding Strategy

  • Case
  • Teaching Notes
Abstract

During the month of June 2018, IHOP launched its IHOb campaign in order to promote the sales of its Steakburger. This campaign left many consumers in shock, but sparked conversations all over the country. Why would IHOP change its name? Did this marketing tactic actually work? Would it really boost sales? Was the marketing campaign worth the trouble?

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