•   
  •   
  •   

Money IHOP says fake name change was a big success

23:01  01 august  2018
23:01  01 august  2018 Source:   usatoday.com

Protesters haul fake pipeline to Parliament Hill as Trans Mountain deadline nears

  Protesters haul fake pipeline to Parliament Hill as Trans Mountain deadline nears As the deadline for Kinder Morgan to help Canada find another buyer for the Trans Mountain pipeline approaches, protesters gathered on Parliament Hill Saturday to oppose the multibillion-dollar purchase.The protesters dressed in white hazmat suits and as Kinder Morgan employees, carrying both a fake pipeline and a bill for $4.5 billion — the cost of the project — to the hill.

Those who mocked IHOP for pretending to switch its name to IHOb aren't getting the last laugh. That belongs to the dining chain's management. The change made national news because the brand is a blue-roofed icon, and it wasn't entirely clear if it was a permanent change or a quickie promotion.

IHOP has temporarily changed its name to IHOb. The "b" is for burgers. The restaurant company's management said Wednesday the advertising shtick worked. The Glendale, California-based company credited the buzz generated by the faux name change with fueling the uptick in business.

Those who mocked IHOP for pretending to switch its name to IHOb aren't getting the last laugh. That belongs to the dining chain's management.

The restaurant company's management said Wednesday said the advertising shtick worked. The Glendale, Calif.-based company credited the buzz generated by the faux name change with fueling the uptick in business.

The whole thing worked like this: IHOP, once the International House of Pancakes, announced in early June it would flip the "P" in its name to a lower-case "b" to denote burgers. The change made national news because the brand is a blue-roofed icon and it wasn't entirely clear if it was a permanent change or a quickie promotion.

Calgary police search for person behind fake sex offender warning

  Calgary police search for person behind fake sex offender warning A man is fearing for his safety after fake sex offender warnings using his photo were posted in downtown Calgary.Police are investigating a false warning that’s been posted throughout downtown Calgary.

Those who mocked IHOP for pretending to switch its name to IHOb aren't getting the last laugh. That belongs to the dining chain's management. The change made national news because the brand is a blue-roofed icon, and it wasn't entirely clear if it was a permanent change or a quickie promotion.

IHOP : Fake name shift to 'IHOb' was success . IHOP told USA TODAY that the name change was temporary before the launch on June 11. “Any marketing ploy that is based on dishonesty says something about your culture,” Hill said .

Indeed, it was a promotion, but the chain saw a "significant lift" in both sales and traffic during lunch and dinner hours after the launch of an expanded burger menu on June 11, said Stephen Joyce, CEO of Dine Brands Global, which owns both the IHOP and Applebee's chains.

More: Kroger may expand Visa credit card ban to more stores

More: Ford car sales plunge, but Jeep sales soar for Fiat Chrysler in July

More: Does tech stock pain signal 'changing of the guard' on Wall Street?

"Once we developed these amazing burgers, we had to generate excitement about them and convey to our guests that we take our burgers just as seriously as we take our pancakes," said IHOP president Darren Rebelez, according to a transcript of Wednesday's second-quarter earnings call. "This was a creative motivation that led to the name-change teaser."

Twitter shares slide 16% after fake account purge, new rules in Europe

  Twitter shares slide 16% after fake account purge, new rules in Europe Investors pummeled Twitter Inc. stock in premarket trading early Friday, as the company posted a decline in user growth, while beating Wall Street expectations on the top and bottom line. Twitter (TWTR) stock were last down 16% after the earnings call with analysts. Before Friday’s losses the stock had gained roughly 80% this year, as the S&P 500 index (SPX) climbed 6.1%.The company posted another profit, the third consecutive quarter it was able to do so in the company’s history, and the $134 million in net income it reported amounts to 13 cents a share.

IHOP has temporarily changed its name to IHOb. The "b" is for burgers. The restaurant company's management said Wednesday the advertising shtick worked. The Glendale, California-based company credited the buzz generated by the faux name change with fueling the uptick in business.

Regardless, IHOP says its temporary name change brought in more business. Indeed, it was a promotion, but the chain saw a "significant lift" in both sales and traffic during lunch and dinner hours after the launch of an expanded burger menu on June 11, said Stephen Joyce, CEO of Dine Brands

According to Dine Brands Global's second-quarter earnings, sales at IHOP's domestic  locations open at least a year -- an industry measure that takes a chain’s unit growth into account -- increased 0.7 percent.

The name switch happened with three weeks left in the quarter.

Burgers were IHOP's way of drumming up business at mealtimes outside of breakfast, from which the chain derives more than half of its total sales, analysts said. Dinner, by contrast, represents 16 percent.

Experts were impressed by the campaign.

"This was thunk up by a smarty,"  said Rob Frankel, a Los Angeles-based branding strategy expert. "Whoever thought up that campaign (said), 'Let’s tap into our brand legacy and trademark value.' By threatening to upset it, they brought a lot of attention to it."

Follow USA TODAY reporter Zlati Meyer on Twitter: @ZlatiMeyer

Immigration fraud charges laid against Saskatoon man .
A Saskatoon man is alleged to have produced fake permanent residency documents and then selling them to post-secondary students. A Saskatoon man has been charged for allegedly producing and distributing forged immigration documents.Panashe Chaya, 23, is alleged to have produced fake permanent residency documents and then selling them to post-secondary students in Saskatoon and across Canada.Canada Border Services Agency (CBSA) launched an investigation into Chaya’s activities in January, and searched his home in April. This Week's Circulars require(["c.

—   Share news in the SOC. Networks

Topical videos:

This is interesting!