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IHOP Changes Name to IHOB and Reveals The 'B' Is For Burgers

Hilarious spots to celebrate the launch of the burgers were created by Droga5 NY and produced by Prettybird

IHOP Changes Name to IHOB and Reveals The 'B' Is For Burgers

Today, IHOP Restaurants announces that it is going by a new name – IHOb .

Since the news broke last week on the brand’s social media sites, fans can’t get enough with more than 30,000 people speculating what the change could “b”, guessing everything from bacon to brunch to bananas. The change in fact celebrates the debut of the brand’s new Ultimate Steakburgers, a line-up of seven mouth-watering, all-natural burgers.

Each Ultimate Steakburger starts with 100% USDA choice, Black Angus ground beef that is smashed on the grill to sear in the juices and flavour before being topped with premium ingredients and sandwiched between a buttered and grilled Brioche bun. 

To show the brand is as serious about burgers as it is about its world-famous pancakes, it’s flipped the “p” to a “b” in their iconic name for the time being, including its Twitter handle. A flagship IHOb restaurant in Hollywood, CA, has also been completely re-burgered and will play host to the VIB launch party the evening of June 11. But even those who aren’t near Los Angeles can get in on burgermania at IHOb -- new Ultimate Steakburgers are available nationwide and for a limited time, come with unlimited fries and a drink starting at $6.99 at participating locations.

IHOb’s Ultimate Steakburgers come in seven varieties that will satisfy burger cravings morning, noon and night. The line-up, which includes both distinctive and classic flavoyrs, is available at IHOb restaurants nationwide starting today:
Big Brunch – IHOb knows how to put breakfast on a burger. The Big Brunch Steakburger includes IHOP’s custom-cured, hickory-smoked bacon, a fried egg, a crispy browned potato, American cheese and a delicious new signature burger sauce that compliments the savoury flavors.
Cowboy BBQ – This may be how the West was won. This sky-high Steakburger includes two thick, crispy onion rings, custom-cured hickory-smoked bacon, American cheese, lettuce, tomato and mouthwatering tangy BBQ sauce.
Jalapeño Kick – For those who like a little excitement in their lives, there’s the Jalapeño Kick Steakburger with a spicy blend of sautéed jalapeños, Serrano peppers and onion, custom-cured hickory-smoked bacon, Pepper-Jack cheese, lettuce, tomato and jalapeño mayo.
Mushroom & Swiss – A match made in burger heaven with a blend of sautéed mushrooms and onions, Swiss cheese and creamy mayo. 
The Classic – Truly a burger classic…melting American cheese, lettuce, tomato, red onion, pickles and the brand’s new signature Steakburger sauce.
The Classic with Bacon – Only bacon can improve on an American classic, which is made with custom-cured hickory-smoked bacon, melting American cheese, lettuce, tomato, red onion, pickles and the brand’s signature burger sauce.
Mega Monster – No need to fear this monster…two premium Steakburger patties, American and White Cheddar cheeses, lettuce, tomato, red onion, pickles and the brand’s signature sauce.
“Burgers are a quintessential, American menu item so it makes perfect sense that IHOP, one of the most iconic, all-American comfort-food brands in the world, would go over the top to create a delicious line-up of quality burgers that hit the spot any time of day,” said Chef Nevielle Panthaky, Head of Culinary at IHOb. “Our new Ultimate Steakburgers are made with all-natural, 100% USDA Choice, Black Angus ground beef that is smashed on the grill to create a sear that locks in the juices and flavor. With seven different burger builds, all Steakburgers are custom built and piled high with premium quality ingredients and unique, signature sauces in between a buttered and grilled Brioche bun. There’s definitely a juicy Steakburger for whatever you might be craving at any time of day! The IHOP Culinary team took the creation of these Steakburgers as seriously as we take innovation around our pancakes, which means they’re soon to become world famous, too.”

To spread the news about their new burgers and their new name, IHOb is shouting it from the rooftops. Literally. Droga5’s latest creative campaign for the brand puts an overly-excited IHOb manager atop IHOP’s iconic and slightly dangerous blue rooftop. From this precarious position, the manager risks life and limb to spread the word… or should we say, the letter, b. For burgers. The spot will air nationally on TV, online and on social media beginning today, and can be viewed here.

“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,” said Brad Haley, Chief Marketing Officer for IHOb restaurants. “We’ve pancaked pancakes for 60 years now so it’s the perfect time to start burgerin’ burgers, and we’re kicking it off by flipping the ‘p’ in IHOP to a ‘b’ for burgers. And, when you try them, I think you’ll agree with me that IHOb’s new line of Ultimate Steakburgers are so good that I’d put them up against anyone’s … just like our pancakes.”

Guests can visit IHOP.com to learn more about the new Ultimate Steakburgers, the IHOb flip, and the flagship burger location, and find their nearest restaurant.


Credits 
Agency Droga5 NY 
Creative Chairman David Droga 
Executive Creative Director Scott Bell 
Executive Creative Director Matt Ian 
Creative Directors Dan Kelly, 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 
Jr. 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 
Client IHOP 
Chief Marketing Officer Brad Haley 
Executive Director, Consumer Marketing Michael McCarthy  
Marketing Analyst Amanda Tostado 
Production Company (Live Action) Prettybird 
Director Eric Wareheim 
DOP Andrew Wheeler 
Executive Producer Suzanne Hargrove 
Bernard Rahill Producer
Production Company (Tabletop Food) Woodshop 
Director Trevor Shepard 
Executive Producer Sam Swisher 
Producer Ursula Camack
Production Company (Experiential) N/A Collective 
Director of Production Kevin Starkes 
Creative Director Jenn Whitney 
Producer Ariana Shapiro 
Designer Drew Kaufman 
Editorial Cut + Run 
Editor Rob Ryang  
Assistant Editor James Donahue 
Senior Producer Marcia Wigley 
Post Production -  TV MPC NY 
Colourist James Tillett 
VFX Lead Warren Paleos 
Producer, VFX Elizabeth Thuvanuti 
Producer, ColoUr Jenna Gabriel  
Post Production - Social My Active Driveway 
Music - “Teaser” Butter Music & Sound 
Music - “Sign Change” and “Combos” JSM Music 
Sound Sound Lounge 
Mixer Glen Landrum 
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Category: Food , Sweet