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.”
Certainly, the IHOP Twitter account has been going wild lately with suggestive tweets such as these gems:
This approach also leaves IHOP wide open to Photoshopped parodies that are, uh, not so fantastic when it comes down to people believing anything on the Internet.
Meanwhile, IHOP’s real tweets are firing up the masses. People are tweeting their displeasure like crazy. Some people do see humor in the situation and are firing right back at IHOP.