IHOb: International House of Burgers

IHOP, a pancake house restaurant chain, bucked its soft sales trend in the US by rising to the occasion and flipping the script on an age-old breakfast-only story.

Summary

Marketing Challenge (identified with research):IHOP is a leading brand in the family dining category that for 60 years has built strong associations with pancakes and high traffic during breakfast hours. But IHOP struggled to attract business during later meal occasions: lunch, dinner and late night. Consumer research identified burgers as the strongest opportunity to establish credibility in PM hours, given the broad appeal of burgers and the strategic fit with IHOP's equity in abundant craveable food. IHOP leveraged multiple stages of consumer research to optimize a new line of Ultimate Steakburgers. Test market trials then showed that the...

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