IHOP CEO – Fake Name Change to Boost Burger Business Was Risk Worth Taking – USATODAYIHOP CEO – Fake Name Change to Boost Burger Business Was Risk Worth Taking – USATODAY – USATODAY

IHOP spoon-fed the world a short explanation for why it underwent a fake name change last month, when it briefly called itself IHOb.

“We take our burgers as seriously as our pancakes,” it said, explaining why it substituted a ”b” for burgers for the “P” for pancakes in its name.

But while its president has no doubts, the company has yet to disclose whether its gambit, which promoted its lunch and dinner business, enhanced its bottom line.

Five weeks after the promotion, IHOP President Darren Rebelez was candid about the reasons behind the shift in an interview.

The company has not been as popular with the lunch and dinner crowds, even though it's open 24/7. No surprise there: IHOP is a shortened version of the original name, the International House of Pancakes.

“We just didn’t put the focus on” lunch and dinner “that we needed to,” said Rebelez in an interview.

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