IHOP doesn’t make cheeseburger pancakes — but it’s a creation that, given the fast food industry’s recent obsession with combining the incompatible to stoke a social media frenzy, might actually see a some internet traction.
The newest creation from the Dine Global brand DIN International House of Pancakes (IHOP) combines many proteins in an omelette version of the classic American cheeseburger.
This week, the fast-food chain launched two new omelettes that strive to cram as much meat and cheese into its menus as possible.
What is a cheeseburger omelet?
IHOP’s latest two offerings include the Cheeseburger Omelet and the Deluxe Three Cheese Bacon Omelet.
Both selling for $13.99, the first is eggs deviled and topped with Black Angus beef, a mix of American, jack and cheddar cheese, onions, diced tomatoes, pickles, hash browns, ketchup and mustard while the second is another mammoth full of jack and cheddar cheeses, cottage cheese sauce, hickory-smoked bacon, crispy hash browns and roasted cherry tomatoes.
As first reported by food site Chewboom, this is a limited-time promotion at participating IHOP restaurants across the country.
The cheeseburger spin is likely a way to tap into both the fast food craze, as is the maple syrup cola the chain has launched in partnership with Pepsi. (DYNAMISM) – Get the report from PepsiCo, Inc. last month.
Across the industry, “cheeseburger flavor” has become a code word for something with ground beef and an American cheese filling – Pennsylvania-based convenience store chain Wawa recently added a salad of cheeseburger to his offer.
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What did IHOP do?
While the cheeseburger omelet isn’t a prank, one of IHOP’s biggest marketing successes was changing the last letter of its name to IHOb.
To promote a new line of burger patties, the chain briefly replaced the “p” in its name with a “b” on social media and in several places in 2018.
It was probably the biggest marketing campaign undertaken by the crepe supplier as netizens discussed what the “b” could stand for – before IHOP revealed it was for burgers, the ” bananas” and “bitcoin” were among the most widely circulated. guesses.
So what is the point of all this?
An ever-changing menu is a way for a fast-food chain to differentiate itself from competitors and draw attention to a name that’s been around for years, if not decades.
A clear example of this is the Yum! Brands (YUM) – Get yum! Report Brands, Inc.-belonging to Taco Bell.
By regularly putting items like the mysterious Nacho fries and chicken wings on and off its menus, the Tex-Mex chain is able to garner a storm of attention whenever something new drops (or, in some cases , from ancient but not forgotten) falls .
In the case of IHOP, an example of the beloved fan favorite would be the $5.99 all-you-can-eat pancake deal that the channel brings back and takes away from time to time.
The deal, which has diners starting with a plate of five crepes that they can ask to fill in sets of two ad infinitum, has drawn a surge of diners during the winter months.
That said, such promotions and new ideas haven’t been able to help Dine Brands recover from a recent slump.
The largest company that also owns the Applebee’s Neighborhood Grill chain has seen its shares drop 23% in the past year.