Cooperative Marketing and Social Media
If you’ve been tuned in to social media recently – mostly Instagram and Twitter – then you’ve most certainly noticed some big changes taking place at one of the nation’s most…err…international (?) staple restaurants. That’s right, the International House of Pancakes (IHOP) has pivoted away from their roots and embraced a meatier brand identity as the International House of Burgers (IHOB). And IHOB was anything but discreet about rolling out their seismic shift in branding, teasing and plastering their social media accounts with newly designed graphics and fully owning their new direction. This bold and forthright step into the highly competitive realm of burgers triggered significant amount of collateral chatter from the other major players in this market sector: