Professional Documents
Culture Documents
Charlotte A. Brooks
Carthage College
BREAKFAST WITH A SIDE OF SEXISM 2
Abstract
In 2014, American Restaurant IHOP found their Twitter voice when they tweeted pancakes on
fleek for their many followers. However, later the following year, the restaurant posted a
controversial tweet featuring a picture of their pancakes with the caption flat but has a GREAT
personality (IHOP, 2015). The restaurant chain received many complaints regarding this post,
and decided to post an apology and delete the tweet. The company should have taken a more
and exemplify this idea, this paper uses Dennys, a comparable restaurant, to show a humorous
According to an article on Tech Impacts blog, almost half of all twitter users agree that
they use it to cure boredom, and 82% of millennial users will share a tweet when they think it is
funny (Creedon, 2017). Naturally, this information leads social media managers across the
country, especially those targeting millennials, to show their humorous side on twitter. After all,
more retweets mean more impact, and more impact means increased business traffic. IHOP tried
to be humorous on twitter, and instead failed, leading the company to a bad reputation through a
misogynistic tweet. Although they did apologize, IHOP could have handled the tweet scandal
better; They could have taken notes from a company like Dennys that has a very successful
social media campaign, and definitely writes for the 82% of millennials that share funny tweets.
Restaurants across the Western world took this data in their stride, and began to use their
social media to create an online identity rather than merely promote new products or menu items.
Pancake house IHOP surfaced their new, young, innovative voice when they tweeted pancakes
on fleek in 2014 (Bortz, 2016). The company continued to use language of this nature to appeal
to a younger audience on their social media platforms (Miller, 2015). Many of the companys
tweets during the following year hinted at unconventional morals, erring on the side of
inappropriate. However, in October 2015, the company posted an aberrational tweet, reading
flat but has a GREAT personality (IHOP, 2015). At the time, the company had 242,000 twitter
followers, and fans were quick to call out the misogyny and inappropriateness of the tweet
(Matias, 2016). Later that day the company decided to remove the controversial tweet, and
issued an apology, saying, Earlier today we tweeted something dumb and immature that does
not reflect what IHOP stands for. Were sorry (IHOP, 2015). Whilst the brand should be
BREAKFAST WITH A SIDE OF SEXISM 4
commended for apologizing quickly for something that was the breaking point in a chain of
tasteless tweets, it calls into question whether or not the company had a social media strategy in
place.
There are many other ways that the company could, and should, have handled this
situation; not posting the tweet to begin with would have been ideal. In fact, Entreprenuer.com
listed IHOP in The 5 Worst Marketing Fails of 2015 and New York Daily News also listed
IHOPs Twitter campaign as one of the biggest brand fails of 2015 (Bortz, 2016). Part of what
has been criticized about the IHOP platform as a whole is that their posts have no real context, so
they can appear to be strange or off-putting to anyone browsing the companys platform. (Miller,
2015). Since calling their tweets dumb and immature IHOP seems to have dialed back on their
risky tweets, and instead they just commonly use trending slang terms in their tweets. However,
they still have a lot to learn in terms of creating an engaging platform with which their fans and
Examples of similar companies making a comparable blunder on Twitter are few and far
between, but another restaurant in the industry with a far more successful social media strategy is
that of Dennys. Although they also take an entertaining approach to their content, there is a
context behind all of it, and it is presented in a way so that it is easily interpreted and has no risk
of being offensive (Miller, 2015). IHOP takes a general approach of trying to sound like a
millennial on all social media, rather than focusing on what a millennial may want to see or
read. Dennys social media channels, however, take on the voice of a friendly customer at
Dennys who wants to chat and talk about daily events as they happen (Taylor, 2015). If one
were to picture each restaurants social media channel as the person that would sit in the booth
next to you, IHOP would be the misogynistic man that talks too loudly, and Dennys would be
BREAKFAST WITH A SIDE OF SEXISM 5
the friends that came to laugh together and catch up. At the end of the day, a companys social
media is about integrated marketing and spreading likeability, and the most important aspect of
a brands social-media presence is that it brings people to the restaurant (Taylor, 2015). With
that in mind, Dennys amusing but sensitive approach to their tweets is a much more effective
social media platform than one that alienates their followers through objectionable statements.
While IHOP received heavy negative input from their followers, resulting in their
decision to remove and apologize for the tweet, the tweet did gain traction from some followers
in the few hours that it was online. In some screen grabs found on Google Images, the tweet
gained as many as 575 retweets and 700 favorites before it was removed. Therefore, it could be
argued that the company was simply making a joke, and that the audience was not receptive to
the nature of their humor. While this may be the case, it is still the responsibility of the social
media manager for any brand to incorporate the companys image into every single post, even
those of a more light-hearted nature. Across the board, regardless of those who embrace a sense
of humor of this nature, this tweet was deemed a social fail (Bortz, 2016).
the organization needs to focus on this and increase their comedic content. IHOP attempted to do
this, and ended up failing, thus creating a conflict between their target audience and themselves.
While the organization did apologize for their mistake, it seems that their social media strategy
and platform is still underdeveloped as they still struggle with engaging with millennials.
Dennys, however, is a similar brand with a much more successful social media campaign that
References
Bortz, H. (2016, February 11). IHOPs Epic Fail. Retrieved April 20, 2017, from
http://oustrategicsocialmedia.com/2016/02/11/ihops-epic-fail/
Creedon, J. (2017, March 30). Nonprofits: Connect With Millennials on Twitter. Retrieved April
Matias, C. (2016, January 15). The Top 10 Most Embarrassing Social Media Fails From 2015.
embarrasing-social-media-fails-2015/
Miller, D. (2015, Novermber 18). Social Media Lessons from Dennys to IHOP | SEJ. Retrieved
learn-dennys-social-media-success/144692
Taylor, K. (2015, March 27). Why Dennys Sounds Like a Chill Teenager on Social Media.
The tweets referenced in this article have since been deleted or taken down, so there is no URL
to provide.