IHOP is selling pancakes for less than a dollar to celebrate its 60th anniversary.
On Tuesday, the chain is selling a short stack of pancakes for $0.60 from 7 a.m. to 7 p.m. local time to celebrate IHOP’s 60th birthday. IHOP is also launching delivery in 300 locations on Tuesday through a partnership with DoorDash.
IHOP announced the 60 cent pancake deal earlier in July, when it officially changed its name from IHOb — International House of Burger — back to IHOP.
“That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers),” the chain posted on Facebook.
In June, IHOP changed its name to IHOb to promote its new line of burgers. The pancake chain began revamping its burgers more than a year ago, IHOP President Darren Rebelez told Business Insider, as it has tried to boost sales outside breakfast.
The name change lit up social media. IHOP’s “word of mouth” score skyrocketed following the name change, according to YouGov BrandIndex data. Before the IHOb campaign, 19% of US adults said they had talked about the chain in the past two weeks. Afterward, that figure increased to 30%, the highest score since late 2012.
The IHOb name change was never meant to be permanent. And IHOP never took pancakes off the menu.
“The pancakes haven’t gone anywhere … They’re still there. They’re on the cover of the menu,” Rebelez said in late June.
“Just because we have pancakes doesn’t mean we can’t do anything but pancakes. That’s what we’re after: giving more people more reasons to come to IHOP more often.”
Story by Kate Taylor – Business Insider