IHOP advertises, in its latest spot, the new Ultimate Steakburgers, a new addition to the menu, which, for $6.95, can come with unlimited fries and soda.
To draw attention to the new line-up of burgers, the nearly 60-year-old restaurant chain, best known for its pancakes and breakfast menu items, has adopted a promotional tactic that implies having the brand’s name changed from IHOP into IHOb. The 30-second ad opens with a voiceover informing “Now We’re Burgerin’ Burgers!” with burgers “made with 100% all-natural Black Angus beef” and showcases the selection of Steakburgers, including The Classic, Big Brunch, and Cowboy BBQ. “Our seven new Ultimate Steakburgers are just so burgerin’ good we’re even changing our name to IHOb,” the voiceover announces, mentioning that combo are starting at $6,99 with unlimited fries and a drink.
Chef Nevielle Panthaky, Head of Culinary at the restaurant chain, said in a statement about the name change “Burgers are a quintessential, American menu item so it makes perfect sense that IHOP, one of the most iconic, all-American comfort-food brands in the world, would go over the top to create a delicious line-up of quality burgers that hit the spot any time of day”.