IHOP has always received millennial support with its “Tumblr-speak tweets” but recently the company published tweets that received severe backlash and the public demanded an apology from the breakfast chain.
“Flat but has a great personality”, was a tweet sent out by a moderator on IHOP’s Twitter account, that was referring to its short stack of pancakes, but was also comparing pancakes to a woman’s flat chest. The tweet implied that flat pancakes were as awesome as a woman with a flat chest and a great personality. The public did not take this joke lightly, and claimed it was offensive to women. One person went as far to tweet out that the company’s actions made him “vomit” and “weep”.
IHOP got news of the controversy caused by the company’s “pancakes-as-flat-breasts” joke and went into crisis communication mode. IHOP deleted its tweet and sent out an apology tweet stating, “Earlier today we tweeted something dumb and immature that does not reflect what IHOP stands for. We’re sorry.” But users were not satisfied with the half-hearted apology, and continued to slam the corporation for reinforcing gender stereotypes.
Can IHOP keep its conversational tone following this controversy, or must it change its social media and public relations policy?
Besides the apology tweet, there was not a formal statement released by the company’s media contact Craig Hoffman. It would have meant more to the public and IHOP’s stakeholders and shareholders if Hoffman released a formal, written or verbal statement apologizing for offending any women or person with the tweets. Hoffman should have went as far to say the social media account will be monitored more thorough in the future, and that the new social media policies and procedures will be put in place to ensure no one is offended by not thoughtful tweets again.
Resources:
Foxnews.com. (October 19, 2015). IHOP sends out controversial tweet suggesting women’s breasts are like pancakes. Retrieved November 4, 2015 from: http://www.foxnews.com/leisure/2015/10/19/ihop-sends-out-suggestive-tweet-about-pancakes-and-women-breasts/
Farverov, S. and James, E. (October 20, 2015). ‘Flat but has a GREAT personality’: IHOP lands in hot water after tweeting joke comparing pancakes to women’s breasts. Retrieved November 4, 2015 from: http://www.dailymail.co.uk/news/article-3281218/Flat-GREAT-personality-IHOP-lands-hot-water-tweeting-joke-comparing-pancakes-women-s-breasts.html
Amar, C. (October 19, 2015) CONTROVERSY: IHOP Apologizes and Deletes Offensive Tweets. Retrieved November 4, 2015 from: http://www.washfm.com/onair/loo-chilli-2668/controversy-ihop-apologizes-and-deletes-offensive-14044023
Blevins, K. (November 10, 2014). Why IHOP’s ‘Tumblr-Speak’ tweets work. Retrieved November 4, 2015 from: http://www.prdaily.com/Main/Articles/Why_IHOPs_Tumblrspeak_tweets_work_17580.aspx
C, Nas. (October 20, 2015) IHOP Apologizes for Immature Tweet. Retrieved November 4, 2015 from: http://www.foodworldnews.com/articles/45442/20151020/ihops-apologizes-immature-tweets.htm
Allison Nash 