Marcum LLP
Thoughts of the Week

By Jeffrey M. Weiner, Chairman & CEO, Marcum LLP


Burger Wars

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Burger Wars

So you probably heard they're changing IHOP to IHOb. I don't know about you, but when I first saw the news about it, I thought it might have been a joke headline from The Onion. But it's really happening. The International House of Pancakes started sending out cryptic tweets last week saying it was flipping the "p" and changing it to a "b." Pictures started circulating of an IHOP in Hollywood that's getting new IHOb signs.

That prompted a wave of speculation about what IHOP meant by the whole thing. Did the "b" mean it was trying to get people to order more bacon? I certainly remember the IHOP in my hometown of Massapequa, Long Island (yes, same as Jerry & Alec) and the variety of food that shaped my childhood (patty melts, tuna melts, omelets, pancakes (of course) and the like.)

It turned out the whole thing was a social media campaign - a pretty good one, at that. IHOP is changing its brand name temporarily to remind people that you can get burgers there, in addition to their famous pancakes. I'm not sure the change is going to rock my world personally, but I give them kudos for making people sit up and take notice. Every brand wants to engage their customers that way.

It's a little risky to change the name of a company, even if it's just a joke, and especially if it's just temporary. (But thinking ahead, I guess the flip back to "P" will be another social media opportunity for them). We did it in 2009 when we changed our name from Marcum & Kliegman to just Marcum. What would you all think if we did it again, and changed Marcum to Marcub ("b" for business)? Then again, we can all use a little more fun in our lives. If a pancake house can't have a sense of humor about itself and tease the public a little, then what business can?

Switching topics, Sunday is Father's Day, and no one fires up a grill like I do! We like to stretch holidays out for the entire weekend in the Weiner household, and I'm looking forward to spending time with all five of my children on the East End of Long Island. I'm salivating just thinking about our traditional Father's Day meal of strip steaks and seared tuna (black & blue, of course!) Kids really do grow up too fast, so I try to enjoy every moment with them I can. Being a dad is not easy today, especially with the kids going in so many different directions, but it's the best job there is and I wouldn't trade it for the world.

Happy Father's Day to all of you dads out there! For those of you barbecuing (or not), I hope you're surrounded by family and friends, as I will be. However you spend the holiday, enjoy your families and have a great weekend.

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The opinions expressed in this column are solely those of Jeffrey M. Weiner and do not represent those of Marcum LLP, its partners or its employees.

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