IHOP, now IHOb, introduces new all-natural Black Angus beef steakburgers in seven delicious flavours
Today, IHOP Restaurants announced that it is going by a new name – IHOb. Since the news broke last week on the brand‘s social media sites, fans cannot 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 has 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 11 June.
“Burgers are a quintessential, American menu item so it makes perfect sense that IHOP, one of the most iconic, 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.
“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 is 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,” said Chef Nevielle Panthaky, Head of Culinary at IHOb.
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 the letter, b. For burgers.
“Everyone knows that IHOP makes delicious 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.
“We have pancaked pancakes for 60 years now so it’s the perfect time to start burgerin’ burgers, and we are kicking it off by flipping the ‘p’ in IHOP to a ‘b’ for burgers,” said Brad Haley, Chief Marketing Officer for IHOb Restaurants.