The International House of … Burgers? That’s what food-chain IHOP attempted to pivot to in a marketing stunt designed to highlight its burger offerings.

Did it work? Well, of course, other food brands had their say (and tbh, we’re always here for whatever Wendy’s does):

But IHOP also made fun of itself.

And after a week of social media frenzy, the IHOB debacle might just be a great instance of marketing done so wrong it’s… right. By changing one letter and being seemingly ridiculous, IHOP was able to get awareness and buzz for a menu item that wasn’t (exactly) new.

While it remains to be seen whether the brand will actually sell more burgers (or surpass sales for other brands who primarily do), it was an interesting tactic. What did you think?

If you have any questions about changing your brand strategy or revising your messaging to better fit your brand, let us know. We’re always happy to help.