IHOP becomes IHOb -- and the 'b' is for burgers

Ad by Droga5 promotes temporary name change

Published On
Jun 11, 2018

Editor's Pick

IHOP last week suggested something with a "b" would be coming, jokingly flipping its logo to read "IHOb" ahead of a big update. IHOP's pancakes aren't going anywhere, but the chain does hope to sell more burgers—which it's actually had on the menu since its start in 1958.

"One of the very first things we did was to gauge people's awareness of burgers at IHOP," says Chief Marketing Officer Brad Haley. "The awareness was low, quite low, I'd say."

Now IHOP wants to serve burgers good enough that people might actually think about coming in for more than just pancakes, at any time of the day.

"Even though we've had them forever, they just were clearly not top of mind," says Haley.

He joined IHOP last summer after more than a dozen years as CMO of CKE, the parent of Carl's Jr. and Hardee's, so he knows a bit about burgers.

"For us to make a credible statement around burgers, we had to not just make a better burger, but make the best one we could come up with," he says.

Consumer research was done on the type of ground beef, toppings, name, and so on. The burgers were then tested in four markets scattered across the country. "We really left no pickle unturned," Haley jokes.

Now the meat is smashed on grills by hand with a burger press. Haley can geek out on the juiciness, sear and so on. The USDA Choice Black Angus ground beef, seasoning and cooking method IHOP now uses are a far cry from heating up the frozen patties as it used to.

"We had to communicate the fact that we have burgers in a very disruptive way," says Haley, all while being careful that IHOP's burger advertising, which comes from Droga5, wouldn't be mistaken for another brand's. Hence, the new name—it's temporary—and a TV spot featuring a restaurant manager shouting from the chain's recognizable pitched blue rooftop.


Jun 11, 2018
Client :
Agency :
Droga5-New York
Creative Chairman :
David Droga
Executive Creative Director :
Scott Bell
Executive Creative Director :
Matt Ian
Creative Director :
Dan Kelly
Creative Director :
Todd Rone Parker
Senior Art Director :
Christian Chico
Senior Copywriter :
Nicholas Bauman
Senior Art Director :
Conner Tobiason
Senior Copywriter :
Craig Gerringer
Art Director :
Vignesh Seshadri
Copywriter :
Diana Perez
Design Director :
Nate Moore
Designer :
Albie Eloy
Junior Designer :
Lauren Kong
Experience Designer :
James Garvey
Executive Producer Film :
Amanda Revere
Senior Producer Film :
Katie Harris
Producer Film :
Zack Grant
Assoc. Producer Film :
Essowe Tchalim
Assoc. Producer Film :
Taylor Donaldson
Executive Producer Interactive :
Ryan McGrath
Senior Producer Interactive :
Andrew Puzzuoli
Producer Media :
Aaron Matys
Business Affairs Manager :
Abigail Press
Chief Strategy Officer :
Jonny Bauer
Group Strategy Director :
Katy Alonzo
Strategy Director :
Kristen Mooney
Strategist :
Alex Cohen
Communications Strategy Director :
Elizabeth Hartley
Senior Communications Strategist :
Parks Middleton
Data Strategy Director :
Ryan Miller
Data Strategist :
Robert Cohen
Group Account Director :
Lauren LaValle
Account Director :
Lauren Tomlinson
Account Supervisor :
Doug Keith
Account Manager :
Giovanna Saffos
Associate Account Manager :
Janelle Whitehurst
Group Project Manager :
Bill Wilson
Project Manager :
Kareem Miller
Chief Marketing Officer :
Brad Haley
Executive Director, Consumer Marketing :
Michael McCarthy
Marketing Analyst :
Amanda Tostado
Production Company :
Director :
Eric Wareheim
Director of Photography :
Andrew Wheeler
Executive Producer :
Suzanne Hargrove
Producer :
Bernard Rahill

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