IHOP takes one unexpected step at a time! Now the chain has announced to start a delivery service. Buzz60's Maria Mercedes Galuppo has more.

IHOP spooned the world one a short explanation of why she had a wrong name change last month when she called herself IHOb for short.

"We take our burger as seriously as our pancakes," he explained, replacing a "b" for burgers for the " P "for pancakes in his name.

But while his president has no doubt, the company still has to disclose whether his gambit, which promoted his lunch and dinner business, will be e Improved Conclusion

Five weeks after the p IHOP President Darren Rebelez openly commented on the reasons for the postponement in an interview.

The company was not so popular with lunches and dinners, although it is open around the clock. No surprise: IHOP is a shortened version of the original name, the International House of Pancakes.

"We have not focused on lunch and dinner right now," he told Rebelez in an interview.

More than half of IHOP's revenue comes from breakfast, analysts say. For the sale of dinner, this number is 16 percent.

To change that, IHOP decided to "go where the fish is," Rebelez said. And the rest was history. From a Tweet, the "P" officially toppled with a "b" on June 4. After the week, the IHOP launched its burger offensive.

Burgers are the most orderly entree in restaurants across the country, according to Food Chain President, and opportunistically, IHOP jumped at the popularity of meat products.

This Marketing Campaign It is not the first time that IHOP has been selling burgers, nor the first attempt to shift consumer focus to food. The company has been selling hamburgers since its inception 60 years ago, and the company has previously had promotions and Menu change tried to serve a non-breakfast audience, according to Raymond James analyst Brian Vaccaro.

Past marketing campaigns do not have the same level of buzz, though. Rebelez said that for IHOP to double lunch and dinner audiences, it is to see IHOP as a "player in the burger business".

The efforts of IHOP did not go unnoticed. The social media campaign received over 30 billion media impressions and, according to Rebelez, was the subject of 20,000 news stories. According to YouGov, which daily tracks the perception of more than 1,500 brands through its BrandIndex, the IHOP Word of Mouth score increased from 19 percent to 30 percent the week after it was announced.

The revenue of the IHOP is not yet known whether the marketing flash will bring financial gain.

Analysts had speculations about the success of the marketing campaign.

Maxim Group analyst Stephen Anderson said that IHOP has made itself a topic of conversation more effectively than ever – a move he believes will bring fruit to the company's sale of non-breakfast products ,

Some companies have had success in the following quarter after experimenting with a name change to highlight another menu item Anderson. Pizza Hut was temporarily converted into pasta hat in the UK almost a decade ago. Over the next 12 months, after using that name, Anderson said sales were up more than 1 percent.

Anderson also noted that the emphasis on burgers on IHOP coincides with the recent introduction of the national delivery service as burgers "travel well."

Hill Hill's CEO Hill Hill said he was not sure if the move would lead to higher sales. However, he says it is "out of place" to assume that an increased conversation would lead to a bigger win for IHOP.

Despite economic results, Hill said he did not like the campaign because of misleading customers and stakeholders alike changed his name. IHOP told USA TODAY that the name change was temporary before launch on June 11th.

"Any marketing trick based on dishonesty says something about your culture," said Hill. "It says you care more about sales than integrity."

Although Rebelez declined to comment on IHOP's sale of burgers and total revenues, he hinted that the company's new burger line was a success.

"I will grow your business, you have to take it from someone else," he said. "Someone else out there lost a burger sale at our expense."

Follow USA TODAY Intern Ben Tobin on Twitter: @TobinBen

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