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Mike Mozart/Flickr (CC-BY)
Please stop playing with our emotions like this IHOP.
— IHOP (@IHOP) June 4, 2018
This is deeply upsetting pic.twitter.com/ClIAaGFHau
— Nicholas Garbaty (@NicholasGarbaty) June 11, 2018
International House Of Betrayal!
— David Harrington (@nottherealdavey) June 11, 2018
“Everyone knows that IHOP makes world-famous pancakes so we felt like the best way to convince them that we are as serious about our new line of Ultimate Steakburgers as we are about our pancakes, was to change our name to IHOb,” Brad Haley, IHOP’s Chief Marketing Officer, said at the time.
But there was another part of the company’s official statement that most people missed.
“To show the brand is as serious about burgers as it is about its world-famous pancakes,” read part of the statement, “it’s flipped the ‘p’ to a ‘b’ in their iconic name for the time being…”
Yes, that’s right, “for the time being.” Everyone knew this couldn’t last. On July 9, the company flipped the “b” back around to a “p”, and attempted to make up for the ruse by offering 60-cent short stacks.
We’re giving away 60¢ short stacks on July 17 from 7a-7p for IHOP’s 60th birthday. That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers) pic.twitter.com/KsbkMJhKuf
— IHOP (@IHOP) July 9, 2018
Well okay, everyone should have known this couldn’t last. Some people still seemed a tad upset with the ruse.
I’m mad at y’all. 😒
— Amber Rivera (@amberino91) July 10, 2018
YOU FAKED IT?
— Tom Tracey (@Thomas_Tracey) July 9, 2018
By way of explanation, the restaurant seems to be leaning heavily into the phrase “burgers to bromote”.
what stage of capitalism is this pic.twitter.com/goHpckq2ik
— Showdogs (2018) (@pluralistberry) July 11, 2018
The lesson here is to not get emotionally wrapped up in any company’s propaganda, no matter how cute their marketing campaign may be. Corporations are fickle beast and libel to change anything at the drop of a hat.
It’s almost as if all they really care about is making money.
Speaking of which, you should probably get in on those 60¢ pancakes. That is honestly a pretty good deal.
David Britton is a writer and comedian based in Rhinebeck, New York who focuses on internet culture, memes, and viral news stories. He also writes for the Hard Times and is the creator of StoriesAboutWizards.com.