You may have noticed that IHOP has recently stepped up its Twitter game. The breakfast monolith appropriated a new style of tweeting to appeal to the social-media generation. Only a few weeks ago, IHOP expertly trolled the McDonald’s 24-hour breakfast attempt by hilariously mimicking the Nicki Minaj and Miley Cyrus feud. The #BreakfastBeef was born, and it sure made a lot of people (including myself) head to IHOP for brinner.
This new style of tweeting is no fluke. An article in AdWeek explains why IHOP “sounds an awful lot like a teenage hip-hop fan.” The company’s new sound may alienate some Twitter users, but it’s generating enough interest to capture much more attention than it’s losing. A simple “pancakes on fleek” tweet captured over 26,000 retweets (including one from Funkmaster Flex).
Engagement is the name of the game according to IHOP’s digital marketing dude, Darrin Kellaris: “Twitter for us skews younger so it’s important to talk the talk when it comes to that fan base.” All of that was good and well until IHOP made a now-deleted tweet, which features a nipply-looking stack of pancakes with the following caption: “Flat but has a GREAT personality.”