IHOP Is Changing Its Name to Something Stupid, Again | Eater
"A national pancake-focused chain ran a widely mocked but effective marketing stunt last summer by temporarily rebranding to promote its burger menu, an effort that provoked eye-rolls from the public and opportunistic stunts from other brands yet produced a dramatic sales lift—burger sales reportedly quadrupled. The company is teasing another temporary play on its familiar acronym, suggesting a range of tongue-in-cheek possibilities (from pork and pozole to avocado-toast waffles), and its president, Darren Rebelez, has pointed to the campaign’s success in raising awareness that the chain offers items beyond pancakes and French toast." - Jaya Saxena
