According to its new cover photo on Twitter and the remodeling of its logo, Burger King is now Pancake King. The real message here is that the 60-year-old casual dining chain's 1,400-plus US locations wants to be known beyond breakfast.
The company known for breakfast already had burgers on the menu, but is adding a line made of Black Angus ground beef.
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The risky switch from flapjacks to burgers comes after Dine Grand Global, the parent company of IHOP and Applebee's, saw a 1.9 percent decline in sales in its most recent fiscal year, reports show.
"We are definitely going to be IHOP", Darren Rebelez, president of IHOP told CNN Money.
Reaction to the name change on social media ranges from excitement and anticipation to confused and baffled. Yes, friends, IHOP is now IHOb ... at least for now.
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IHOP has temporarily changed its name to IHOb. As a kid, IHOP was the go-to road trip spot for my dad and me.
I'm not sure how I feel about the name change, but I do know how I feel about the shady responses that have since filled my Twitter timeline: incredible. "So we said that's great, we agree with that approach, obviously, and we subsequently hired them".
After days of speculation, the restaurant formerly known as IHOP has revealed all the secrets behind its mysterious name change. But we said, there will come times when we want to promote something other than pancakes.
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But as you know from years of experience, it sometimes doesn't matter what people are saying about you as long as they are saying something. The company wanted to capture the strong market that lies between the day and early evening while keeping a hold of its following during breakfast hours, per NPR. In May, IHOP reported that almost half of its customers come in during breakfast time. ASAP, ' another simply replied, 'ASAB, ' Chappell continues.