"B" is for Burgers, Not Breakfast

IHOP, a breakfast joint known for its pancakes, is now going into the burger battle, rebranding its iconic logo to IHOB.
IHOP, a breakfast joint known for its pancakes, is now going into the burger battle, rebranding its iconic logo to IHOB.
(Company logo)

(Bloomberg) -- Pancake restaurant IHOP’s marketing move to rebrand itself as IHOb -- standing for burgers -- comes at a time when beef prices are off their record highs.

Ground chuck prices, which spiked in 2015 to the highest on record, are down 14 percent from their peak as cattle supplies increase and prices ease, data from the Bureau of Labor Statistics show. With prices coming down, the chain restaurant formerly known as IHOP said it’s changing its name to highlight a renewed focus on the grilled American staple.

Dine Brands Global Inc.-owned IHOP captured the attention of the internet last week with a tweet announcing the coming name change. That led followers to speculate whether the “b” would stand for something close to its core brand, like breakfast or bacon, or whether it could be joining the blockchain naming phase.

“Right now, there is not a defined time for how long we’ll use the IHOb name,” spokeswoman Stephanie Peterson said in an email, calling it a “tongue-in-cheek” name change. “Based on fan demand, there’s the chance we may create more IHOb restaurants in the future.”

 

Copyright 2018, Bloomberg

Tags

Beef - General
 

Latest News

Education
K-State Meat Animal Evaluation Team Claims National Championship
K-State Meat Animal Evaluation Team Claims National Championship

Kansas State University dominates the national Meat Animal Evaluation contest for the fourth year in a row.

Angie Denton
Beef Production
Quantifying the Value of Good Management
Quantifying the Value of Good Management

Historically low current US cowherd inventories and limited evidence of heifer retention indicates the robust markets we currently enjoy should be sustained for at least the next couple of years.

Mark Z. Johnson
Industry
Properly Prepared Beef Remains Safe; Meat Institute Calls For Guidance to Protect Workers at Beef Facilities
Properly Prepared Beef Remains Safe; Meat Institute Calls For Guidance to Protect Workers at Beef Facilities

The Meat Institute said properly prepared beef remains safe to eat and called for USDA and the CDC to provide worker safety guidance specific to beef processors to ensure workers are protected from infection.

North American Meat Institute
Industry
A Message to the Ag Industry about H5N1
A Message to the Ag Industry about H5N1

The livestock industry needs a comprehensive, cohesive plan to address the virus. Producers, their employees and veterinarians need clear answers and support from U.S. agricultural leadership, moving forward.

Rhonda Brooks
Industry
USDA Now Requiring Mandatory Testing and Reporting of HPAI in Dairy Cattle as New Data Suggests Virus Outbreak is More Widespread
USDA Now Requiring Mandatory Testing and Reporting of HPAI in Dairy Cattle as New Data Suggests Virus Outbreak is More Widespread

USDA is now ordering all dairy cattle must be tested prior to interstate travel as a way to help stop the spread of HPAI H5N1. This comes a day after FDA confirmed virus genetic material was found in retail milk samples.

Tyne Morgan
Industry
Lessons Learned After Disaster
Lessons Learned After Disaster

Recently we were reminded of the devasting impacts of Mother Nature during the wildfires that destroyed parts of Oklahoma and Texas. There is a lot to learn from such events so we can be better prepared in the future.

Rosslyn Biggs DVM
View More