IHOP's fake name change helped it sell 4 times more burgers [CNBC]
Dine Brands Global, Inc. (DIN)
Last dine brands global, inc. earnings: 4/29 08:00 am
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Source: CNBC
IHOP's fake name change helped it sell 4 times more burgers Smith Collection/Gado | Archive Photos | Getty Images IHoB (International House of Burgers) logo Last summer, when IHOP teased that it would change its name to "IHOb," it generated a lot of buzz on social media but it was unclear if it would help generate sales. The results are in. Chief Marketing Officer Brad Haley said at Brandweek, a marketing conference, Thursday that the company sold four times more burgers after the campaign. IHOP used the marketing stunt to promote its new line of burgers, designed to lure in customers during lunchtime. Although the company has been selling burgers in its diners for years, many customers still only thought of the restaurant for pancakes and other breakfast food. Prior to the campaign, traffic to IHOP locations had been declining for the last 10 quarters. There was some skepticism that IHOP could translate the 1.2 million tweets Parent company Dine Brands IHOP is keeping up buzzworthy p
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