IHOP introduced a new line of burgers today with unlimited fries starting at $6.99.
$6.99 is an introductory price and good for a short time only, IHOP said.
IHOP said their new burgers – which IHOP is calling ‘pancakes’ – are made with 100% USDA choice, Black Angus ground beef that is smashed on the grill to sear in the juices and flavor before being topped with premium ingredients. IHOP’s new burgers come in three varieties:
- The Big IHOP Pancake (Burger)™: An IHOP buttermilk pancake griddled with Cheddar cheese and layered between two premium Steakburger patties, then topped with American cheese, custom-cured hickory-smoked bacon and house-made IHOP sauce.
- Garlic Butter Pancake (Steakburger): Topped with house-made Gilroy garlic butter, custom-cured hickory-smoked bacon, White Cheddar cheese, fresh lettuce, tomato, onion and mayo.
- Loaded Philly Pancake (Steakburger): Piled with sautéed onions and peppers and smothered with melted White Cheddar cheese and Cheddar cheese sauce.
Calling the new burgers “pancakes” is another twist on IHOP’s marketing efforts.
“When we launched our new Ultimate Steakburgers last year, what better way to show the world that we take our burgers as seriously as we take our pancakes than by announcing that we’d be changing our name to IHOb … temporarily,” said Brad Haley, Chief Marketing Officer at IHOP.
“That was hard for a lot of people to accept since they’d always known IHOP primarily as the breakfast and pancake place, so they took to social media to tell us – often in no uncertain terms – to stay in our lane and stick to pancakes. But we made our all-natural, 100% USDA Choice, Black Angus beef Steakburgers good enough to stand up to the best burgers out there and we sold a lot of them: initially four times what we sold before, and they are still selling double what we sold before. So, we’re listening to the Internet this year by calling our new Steakburgers ‘Pancakes.’ And, so many people asked us why we didn’t have a pancake burger last year that we’ve even added a ‘Pancake’ with a pancake in it: The Big IHOP Pancake … Burger.”
In addition to referring to their new burgers as “Pancakes,” IHOP is taking things a step further by creating a digital experience that aims to get reluctant burger-lovers onboard with their new approach.
“There were over 3.3 million tweets about #IHOb last year, and some of them weren’t very nice,” Haley added. “So, our lead creative agency, Droga5, created a digital experience to engage last year’s naysayers and convert haters into eaters. Those who tweeted something, shall we say, unkind last year may find that they’re on The Bancake List, an aggregated list of Twitter users who tweeted at IHOP to stay in its lane. Fortunately, there is a way to get off The Bancake List – all they have to do is tweet something nice about IHOP’s Pancakes/Burgers, and they’ll be removed from the list.
“To make it even easier, we’re providing very funny options people can choose from if they don’t want to create their own and, best of all, they could even be rewarded with a token of the brand’s appreciation. Users can visit BancakeList.com to find out whether they or their friends are on The Bancake List, and how to get off of it. Of course, we’ll also be engaging many of those guests who were instant fans of our Steakburgers last year.”
The new Steakburger line-up joins IHOP’s original burger flavors, including The Classic, The Classic with Bacon, Mega Monster, Cowboy BBQ, The Big Brunch and Jalapeno Kick. Pancakes – the meaty kind or the fluffy kind — are both best enjoyed with IHOP’s new House-Made Milkshakes. Recently introduced at all IHOP restaurants, House-Made Milkshakes are made with hand-scooped, premium, natural vanilla ice cream, with real milk and whipped topping, and are available in five craveable flavors: HERSHEY’s Chocolate, Strawberry, OREO® Cookie, Cold-Brew Coffee and Vanilla.
About IHOP (from Wikipedia)
International House of Pancakes, stylized as its acronym, IHOP, (/ˈaɪhɒp/) is an American multinational pancake house/fast casual family restaurant chain that specializes in breakfast foods. It is owned by DineEquity, with 99% of the restaurants run by independent franchisees. While IHOP’s focus is on breakfast foods, it also offers a menu of lunch and dinner items.
The company has more than 1,700 locations in North America, Latin America, the Middle East, Southeast Asia and Oceania. It is known for many of its locations being open 24 hours a day, 7 days a week. For locations that aren’t open 24 hours, the franchise’s minimum operating hours are Sunday through Thursday from 7 a.m. to 10 p.m., and Fridays and Saturdays from 7 a.m. to 12 midnight.