IHOP’s name-change stunt helped double its burger sales

IHOP’s name-change publicity stunt, becoming “IHOb” to promote its new burger menu, is still showing results, as the pancake chain has doubled its comparable burger sales since before the promotion, according to its parent Dine Brands Inc.

In June, IHOP briefly changed its name to “IHOb,” or International House of Burgers, to promote the launch of its Ultimate Steakburgers.

IHOP is part of the Dine Brands DIN, +1.93% portfolio of restaurant brands, which also includes Applebee’s.

In the weeks after the launch, Dine Brands said burger sales quadrupled for a brief period. And since June, IHOP has had positive comp sales every week at dinner.

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