LONDON: It’s a puzzle. Or ought to that be “buzzle”? After 60 years, the International House of Pancakes restaurant chain is altering its acronym from IHOP to IHOb. But they haven’t but stated why.
Cue widespread consternation — and fairly a few jokes — everywhere in the Twittersphere… besides amongst pancake-loving Arabic audio system.
IHOP introduced the change (they referred to as it “flipping” the identify) on Monday however is not going to reveal the rationale for it till June 11. In the meantime, Twitter has gone into hyper-buzz with tweeters of Arab background supplying a lot of the wit.
Ala’a Ibrahim identified that Arabs additionally love to eat in Bizza Hut and Bopeyes, little doubt washing down their meals with cans of Bebsi.
“My beoble have taken over IHOB a lot, they modified the identify to one thing we are able to bronounce!” tweeted Mohamed El Dahshan.
Breakfast and brunch are among the many options for what the “b” may stand for, together with the extra fanciful broccoli, biscuits and even barnacles. IHOP’s recognition in the Middle East led one Twitter consumer to recommend that since “hob” means “love” in Arabic, due to this fact “Ihob= I love (pancakes).”
Hob additionally means the highest of a range, the hub of a wheel or male ferret — none of which appears pertinent, and even bertinent.
IHOP additionally joined in the enjoyable, tweeting: “The blot thickens.”
When a tweeter named Patrick requested for a proof, IHOP replied, “Batience, Batrick, batience!” and tweeted an audio information “to helb you bronounce it broberly.”
The first IHOP in Dubai in 2012 was adopted a 12 months later by eating places in Saudi Arabia and Kuwait, then Bahrain and Lebanon in 2014.
From a enterprise perspective, the identify change makes little sense. The model is nicely established and really well-known, gross sales are doing nicely and shares in dad or mum firm Dine Brands are up almost 25 %.
Changing the indicators and menus at almost 1,800 IHOP eating places is dear and dangerous. Studies have proven that manufacturers which change their names sometimes expertise an instantaneous 5 to 20 % drop in gross sales.
IHOP’s solely remark is a assertion from Stephanie Peterson, the corporate’s government director of communications, which stated: “We’re serious about the quality of food and our menu, and this name change really reflects that.”
A seek for IHob.com area identify reveals it’s “data protected” and registered by somebody with 123 Data Protected, Toronto as an handle, and the e-mail handle [email protected] Emails despatched there bounce again as undeliverable.
All of which might imply one among two issues: IHOP have actually flipped and that is both a blea for consideration or a large brank.
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