A year ago, IHOP got the Internet’s attention when it sent out a tweet with a "hip new voice."
Pancakes on fleek.
— IHOP (@IHOP) October 21, 2014
“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.
Since then, the breakfast haven has been using the social media platform as a way to engage younger customers, frequently sending out cheeky and slang-filled tweets.
Pancakes, you look good, won't you back that stack up.
— IHOP (@IHOP) October 7, 2014
Is it worth it, let me work it. I put my fork down, flip it and reverse it. pic.twitter.com/5IoqsqoqUA
— IHOP (@IHOP) October 8, 2014
DEEZ are NUTS pic.twitter.com/eqfq1gFm01
— IHOP (@IHOP) October 9, 2015
The strategy has been working in the company’s favor, with some of their posts garnering thousands of retweets. This week, however, IHOP was skewered for going a step too far.
On Sunday, the restaurant chain posted a photograph of a stack of pancakes with the caption: “Flat but has a GREAT personality.”
The backlash to the post was swift, with several IHOP customers expressing outrage at what they said was too racy a tweet.
"Can't teach my Girl Scouts that casual misogyny is okay," wrote Twitter user Laura Perkins Cox.
Another user named Seamus Bellamy criticized the pancake house for "snark" and "sexism."
Someone on the @IHOP social media team don' gonna get fired, yo. pic.twitter.com/ddT2z7nJGX
— Andrew Husband (@AndrewHusband) October 18, 2015
@IHOP my son follow this account, this is ridiculous
— mike (@FARTDAUGHTER) October 18, 2015
Uh @IHOP I really must advise against. pic.twitter.com/wFKzP1YDSR
— Katie Mack (@AstroKatie) October 18, 2015
There were other netizens who responded with humor -- and utter bafflement.
Something is going on with IHOP on Twitter and I hope I never find out what it is
— Judd Legum (@JuddLegum) October 18, 2015
@IHOP my seven beautiful sons saw this tweet and asked me what it means. what do I tell them? they are all in their thirties
— Hot Food Ma (@crushingbort) October 18, 2015
.@IHOP I like my breakfast fertile, submissive to man's God-given authority, lush, and available 24 hours per day. Please advise.
— Old Hoss Radbourn (@OldHossRadbourn) October 18, 2015
What th-- ?!? https://t.co/VCdcbEqymi
— Jake Tapper (@jaketapper) October 18, 2015
This is a...weird brand tweet https://t.co/RS9zXw1MUr
— Ben Dreyfuss (@bendreyfuss) October 18, 2015
The company has since taken down the post and issued an apology.
Earlier today we tweeted something dumb and immature that does not reflect what IHOP stands for. We're sorry.
— IHOP (@IHOP) October 19, 2015
IHOP isn’t the only fast food company that has been using social media as a means to reach a younger customer base. Several other big chains, including Taco Bell and Burger King, have employed similar strategies.
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