IHOb is serious about burgers, but I want pancakes


Today, IHOP is now IHOb. The iconic pancake restaurant chain wants everyone to know it’s serious about burgers. What about the pancake fans?

Move over pancakes. IHOP has flipped to IHOb. Instead of craving a fluffy, favorite pancake, the restaurant chain wants to flip some juicy burgers. While this promotion might be a fun, the brand is pretty serious about bringing people in to taste these new burgers. Are you going to take the bait?

Burgers are big business. From fast food giants to elevated, high-priced gourmet burgers, every restaurant seems to have a burger on its menu. Even restaurants have embraced plant-based alternatives to be more inclusive of people’s non-meat preferences. Still, why did IHOP have to change its branding to include burgers? Aren’t the good pancakes enough?

IHOb re-burgered from the inside out. (Photo Credit: IHOb Restaurants) (PRNewsfoto/IHOb)

Chef Nevielle Panthaky, Head of Culinary at IHOb, said “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.”

This statement is a little curious. First, it could show that IHOP is trying to be more than just a breakfast restaurant. This type of branding helps to expand its business model. No restaurant wants to be pigeon holed into small window of service.

Second, the statement that burgers could hit the spot at any time during the day is quite curious. Could consumers really want burgers for breakfast? Sure, people’s breakfast choices have expanded over the years. A few years back, no one would have thought that avocado toast would be thing. Still, burgers for breakfast isn’t quite the norm.

This re-branding does announce seven new burgers added to the restaurant chain’s menu. These Ultimate Steakburgers sound pretty appetizing. The seven burgers include Big Brunch, Cowboy BBQ, Jalapeño Kick, Mushroom & Swiss, The Classic, The Classic with Bacon and Mega Monster.

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A couple items are interesting about these burgers. IHOb has created its own signature burger sauce. This sauce is said to complement the burgers. Hopefully, the sauce is flavorful and slightly acidic, especially since it needs to stand up to a buttered and grilled Brioche bun.

Also, these Ultimate Steakburgers are smashed on the grill. Some people love these style of burgers and others prefer a flame grilled burger. Personally, I think that flamed grilled burgers have more flavor, which comes from the fire. It will be interesting to see how IHOb gets enough flavors from its toppings.

The addition of burgers to the brand’s menus could show a shift in people’s eating habits. Gluten free eating and anti-inflammatory diets have risen over the years. In a restaurant like IHOP, gluten free options can be difficult. Maybe this new focus shows that traditional pancakes aren’t as popular as before.

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I’m willing to give IHOb a chance. I would rather have my plate of fluffy, delicious pancakes, but everyone needs a change on occasion. Will you be trying the new Ultimate Steakburgers? Let us know if you try them and tag us with #FoodSided.