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.


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

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