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Marketing in the fast casual restaurant segment : from pancakes to burgers, IHOP's rebranding strategy /

During the month of June 2018, IHOP launched its IHOb campaign in order to promote the sales of its Steakburger. This campaign left many consumers in shock, but sparked conversations all over the country. Why would IHOP change its name? Did this marketing tactic actually work? Would it really boost...

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Bibliographic Details
Main Authors: Baskin, Ernest (Author), Fortunato, Christina (Author), Kennedy, Destiny (Author), Theiss, Alexandra (Author), Whalen, Shane (Author)
Format: eBook
Language:English
Published: London : SAGE Publications: SAGE Business Cases Originals, 2020.
Series:SAGE Business Cases.
Subjects:
IHOP.
International House of Prayer (Kansas City, Mo.)
Branding (Marketing) > United States > Case studies.
Restaurants > United States > Marketing > Case studies.
Stratégie de marque > États-Unis > Études de cas.
Branding (Marketing)
Restaurants > Marketing
United States
Electronic books.
Case studies
Case studies.
Études de cas.
Online Access:Connect to the full text of this electronic book
Description
Summary:During the month of June 2018, IHOP launched its IHOb campaign in order to promote the sales of its Steakburger. This campaign left many consumers in shock, but sparked conversations all over the country. Why would IHOP change its name? Did this marketing tactic actually work? Would it really boost sales? Was the marketing campaign worth the trouble?
Physical Description:1 online resource.
Bibliography:Includes bibliographical references and index.
ISBN:9781526496706
1526496704