IHOP sort of went viral last week when they announced they would be rebranding as IHOB. IHOP stands for International House of Pancakes, and the company teased the IHOB rebranding a bit, promising to make the big reveal about the “B” today. Well, the company announced that the B apparently stands for Burgers and the chain is now known as International House of Burgers:
— IHOb (@IHOb) June 11, 2018
I’m not really an IHOP person, but I guess if I was in the mood for some fast(ish) food pancakes and eggs, that would be the place I would probably type into Google Maps to find (no Waffle House around here). I don’t really understand the rebrand from pancakes to burgers, but I am not their target audience, so who knows if this will work out well for them.
One thing the company definitely did right is get the matching IHOB.com domain name and the matching @ihob Twitter handle. (See update below)
I checked the IHOB.com domain name last week when I heard the news about the upcoming rebrand, but the domain name did not resolve to a website and the Whois information was redacted due to GDPR. Today, you can see the apparently new IHOB logo on the landing page. Because of where the domain name is registered (Tucows) and GDPR, I can’t say for certain whether IHOB acquired the domain name and is the registrant, but it certainly seems like it.
Part of me doesn’t really know if this is some sort of viral marketing stunt, but it certainly looks like they are all in on this rebrand.
Update: I just looked at the landing page on Safari, and as pointed out by Bill Sweetman in the comment section, there is a “Click Here” link leading to an Afternic page where the domain name is supposedly being offered for sale for $50,000. It does not appear for me on Chrome, so I did not see that when I wrote the article this morning. If this domain name was listed for sale on Afternic as would appear to be the case, the restaurant most likely did not buy this domain name. Further, I noticed the graphic logo on IHOB.com does not have the red line underneath like the logo showing up on IHOP.com. It seems I may have been wrong about the domain name acquisition.