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I think it's a publicity stunt.
There's an IHOP about 5-10 minutes away, and another one about 20 minutes, with a 3rd that I know of 30-45 minutes. I do not and will not go to any of them.
I have been to all of them at some point in the last 25 years, all at the insistence of another - and always have I been disappointed.
It's a just a publicity stunt to promote their new line of burgers. I ate there last week because my niece loves iHOP. I only eat the breakfast foods, but my sister got a burger and she said it was pretty good.
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We go to IHOP for breakfast about once a month. I really did think they were changing the name, or at least thats how they seemed to be advertising it. I'm glad they're not, and the whole burger promotion seems odd, because you can get a burger anywhere. This is America after all. I just checked their website and it still says IHOP so - overall its just a strange marketing campaign IMHO
We have one across the road from our subdivision. We eat there on occasion, usually breakfast. I don't like pancakes (I know) but Dave does. They do make wonderful patty melts, something our Silver Diner took OFF their menu! As we all know now, the name change was a publicity stunt.