---
title: "When IHOP Went IHOb, It Sold A Lot More Burgers"
url: https://burnaze.com/article/aed2ebe9-8216-4e70-a2a6-77bb634a1229
source: "1851 Franchise"
original_url: https://1851franchise.com/when-ihop-went-ihob-it-sold-a-lot-more-burgers-2709105
category: "Burger"
industry: "Restaurants"
segment: "Burger"
published: 2019-02-08T15:10:01.000Z
modified: 2026-11-01T04:08:10.365Z
image: https://newimage.1851franchise.com/cdn-cgi/image/quality=85,format=webp,width=1280,height=720/story/featureImage/e1ba36702dd00cb6df597d8075bf02c5126.jpg
---

# When IHOP Went IHOb, It Sold A Lot More Burgers

**TL;DR:** IHOP's temporary name change to IHOb led to a significant increase in burger sales, with sales increasing four times over. The marketing campaign was designed to lure in customers during lunchtime and promote the addition of new burgers to the menu.

*originally published in 1851 Franchise on 2019-02-08. [Read the original](https://1851franchise.com/when-ihop-went-ihob-it-sold-a-lot-more-burgers-2709105).*

## Story

IHOP’s temporary name change to IHOb to promote the addition of several new burgers to its menu made waves last summer. The legacy brand’s convincing departure from its pancake-laden roots was received with mixed emotions, but ultimately achieved its desired result: IHOP’s burger sales increased four times over as a result of the stunt, according to the brand’s CMO.

A recent CNBC article said the marketing campaign for IHOP’s line of burgers was designed to lure in customers during lunchtime. Although burgers have been on IHOP’s menu for years, many customers still viewed the brand as a place for breakfast food only.

Prior to the campaign, traffic had been declining for the last 10 quarters, but IHOP parent company Dine Brands reported that same-store sales grew by 1.2 percent in Q3, according to the article, adding that at its peak, the company was selling 500,000 burgers per week.

## Entities

- 1851 Franchise (publication)
- Restaurants (sector)
- sales growth (topic)
- menu expansion (topic)
- marketing campaign (topic)
- IHOP (company)
- Dine Brands (company)

---
Originally reported by 1851 Franchise (https://1851franchise.com/when-ihop-went-ihob-it-sold-a-lot-more-burgers-2709105). Summarized by Burnaze (https://burnaze.com/article/aed2ebe9-8216-4e70-a2a6-77bb634a1229).