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Marketing in the fast casual restaurant segment : from pancakes to burgers, IHOP's rebranding strategy / Ernest Baskin, Christina Fortunato, Destiny Kennedy, Alexandra Theiss, Shane Whalen.
- Format:
- Book
- Author/Creator:
- Baskin, Ernest, author.
- Fortunato, Christina, author.
- Kennedy, Destiny, author.
- Theiss, Alexandra, author.
- Whalen, Shane, author.
- Series:
- SAGE Business Cases.
- SAGE Business Cases
- Language:
- English
- Subjects (All):
- IHOP.
- Branding (Marketing)--United States--Case studies.
- Branding (Marketing).
- Restaurants--United States--Marketing--Case studies.
- Restaurants.
- Physical Description:
- 1 online resource.
- Other Title:
- Marketing in the Fast Casual Restaurant Segment
- Place of Publication:
- London : SAGE Publications: SAGE Business Cases Originals, 2020.
- Summary:
- During the month of June 2018, IHOP launched its IHOb campaign in order to promote the sales of its Steakburger. This campaign left many consumers in shock, but sparked conversations all over the country. Why would IHOP change its name? Did this marketing tactic actually work? Would it really boost sales? Was the marketing campaign worth the trouble?
- Notes:
- Includes bibliographical references and index.
- Description based on XML content.
- ISBN:
- 1-5264-9670-4
- 9781526496706
- OCLC:
- 1162855253
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