When IHOP first announced they were changing their name to IHOb (International House of Burgers) their patrons, the internet, and their competitors went in on the iconic pancake chain.
To honor its return to its real name - and celebrate 60 years in the pancake business - IHOP is giving away 60 cent short stacks on July 17.
In June, IHOP changed its name to IHOb to promote its burger line. But the effort did not create a significant increase in the company's purchase consideration, which measures the likelihood of consumers eating at a particular restaurant chain.
Hollis Johnson/Business InsiderIHOP will continue to sell both pancakes and burgers.
"We knew we had a very tough job to do to convince people that we take our burgers as seriously as we take our pancakes", IHOP spokesperson Stephanie Peterson told USA Today.
The pancake chain has acknowledged that last month's name change was just a publicity stunt to promote its hamburger menu.
A YouGov poll found that 19 percent of adults said they talked about the store in the two weeks before the IHOB campaign, Business Insider reported. "They're still there. They're on the cover of the menu", Rebelez said. "Consequently, we needed to make a bold signal to disrupt people's thinking about IHOP and make it IHOb".