IHOP Under Fire For Controversial Tweet

Image via iHOP Twitter account

This is not the first time pancake-slash-breakfast restaurant, IHOP is in hot water for poor taste in tweets. In fact, its social media branding has been in question for the past several months because it just cannot seem to get its act together. IHOP’s Twitter account sounded more like a teenager than it is a brand, according to Adweek.

“Who knew IHOP was so hip? The pancake chain has found its voice on Twitter, and it sounds an awful lot like a teenage hip-hop fan,” quipped Adweek at the time. The adults may have a hard time understanding what the pancake house is trying to convey, but the kids are surely not having a hard time at all.

IHOP’s Twitter account is handled by MRM/McCann’s digital agency arm, with Kirk Thompson and Darrin Kellaris at the helm of the IHOP brand. “Twitter for us skews younger so it’s important to talk the talk when it comes to that fan base,” Kellaris said. It began reaching out to the younger customers from then on.

This strategy has been working for the pancake house for quite some time, garnering them thousands of retweets and increasing their level of engagement with their followers and customers. Until, well, the ‘teenager’ decided to take things a bit too far.

On October 18, the pancake brand took a step in the wrong direction by making a bad joke about breasts. The tweet has since been deleted after getting a lot of flak from parents, and yes, even their very own followers and customers. The accompanying photo to the tweet was a stack of flat pancakes with a ‘nip’ of butter.

https://twitter.com/AndrewHusband/status/655868210059739136/photo/1

The tweet, which read, “flat but has a GREAT personality”, was clearly leaning towards an offensive joke about flat chested women. Their tweets are getting more aggressively suggestive and people are not liking it all. People have been tweeting their displeasure at the way IHOP’s social media account is handled.

The IHOP Twitter account has since issued an apology.

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