Foursquare says IHOP’s “IHOb” rebrand was an IFLOP

Posted by @audreylaine, Fri, Jun 22 9:49am

This may not actually be “news you can use,” but it’s important to use this flop, er flob, as a lesson: Even if you spend loads of cash on marketing and are trending everywhere, the campaign is a failure if it doesn’t generate revenue.

COMMENT

IHOP moved into my hometown of 35,000 people last year and as I drive by the restaurant on my activities I see a near-empty parking lot day after day. Sad to me as I know there are local owners. I thought the whole IHOb thing was funny but wondered about whether it would develop increased traffic. Watched for coupons or promotions in the mail but found nothing. To me, that was the missing link. Parking lot's still mostly empty.

Interesting article and effort. While I am not a big customer of IHO? I actually thought the IHOb thing was a marketing joke/gimmick and basically ignored it. That said, I am most likely NOT in their target audience/demographic! 🙂

@DanHinmon

IHOP moved into my hometown of 35,000 people last year and as I drive by the restaurant on my activities I see a near-empty parking lot day after day. Sad to me as I know there are local owners. I thought the whole IHOb thing was funny but wondered about whether it would develop increased traffic. Watched for coupons or promotions in the mail but found nothing. To me, that was the missing link. Parking lot's still mostly empty.

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Interesting that with all that time and effort they would be lacking a clear call to action.

I think we shouldn't be too quick to judge. The first step within a new product launch is to bring awareness that you have a new product. 6 months from now, when you drive by an iHop at 2 pm, you will still remember that iHop has Burgers – and why? Because companies like Wendys (see attached) and WhataBurger and Dennys, and Burger King used their platforms to help spread this message.

Everyone now knows that IHop (iHob) serves burgers.

The real question will be what they do with this now?

(Perhaps they need to change their name temporarily to iHob2 for one month, giving away two burgers for one – to help bring people in the door to see if they sell great burgers?)

Anyway, give this a year and we will see if it worked…..but if awareness was the goal of this STEP of the campaign then I think they did well – heck we are talking about them on a healthcare website :o)!

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Interesting take on this. I am sitting with 8 people from three states. None of the 8 had even heard of the ihob marketing effort.

@IndianaScott

Interesting take on this. I am sitting with 8 people from three states. None of the 8 had even heard of the ihob marketing effort.

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Until now – oddly , indirectly through part of the Mayo Clinic's platfom. Now 8 more people at least know ihob means burgers…:o)

@IndianaScott

Interesting take on this. I am sitting with 8 people from three states. None of the 8 had even heard of the ihob marketing effort.

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LOL maybe their plan is working perfectly. XD

Are people still using Foursquare? Pot calling the kettle black, maybe?

@MeganRowe

Are people still using Foursquare? Pot calling the kettle black, maybe?

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What's Foursquare? 🙂

Liked by Jeff Bergeron

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