IHOP says promotional name change was a big success [MSN Money]
Dine Brands Global, Inc. (DIN)
Last dine brands global, inc. earnings: 4/29 08:00 am
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Source: MSN Money
People who mocked IHOP for pretending to switch its name to IHOb recently aren't getting the last laugh. That belongs to the dining chain's management. Load Error The restaurant company's management said Wednesday said the advertising shtick worked . The Glendale, Calif.-based company credited the buzz generated by the faux name change fueling the uptick in business. The whole thing worked like this: IHOP, once the International House of Pancakes, announced in early June it would flip the P in its name to a lower-case b to denote burgers. The change made national news because the brand is a blue-roofed icon and it wasn't entirely clear if it was a permanent change or a quickie promotion. Indeed, it was a promotion, but the chain saw a significant lift in both sales and traffic during lunch and dinner hours after the launch of an expanded burger menu on June 11, said Stephen Joyce, CEO of Dine Brands Global, which owns both the IHOP and Applebee's chains. Once
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