IHOP apologizes for tweet about breasts

IHOP has determined that in order to reach younger demographics, brands should emulate them.

The restaurant chain’s Twitter account is peppered with pop-culture phrases and references, spliced next to pictures of its pancakes, burgers and other offerings.

Though the strategy has been working for IHOP, some say its social media manager went too far recently with a tweet referencing the size of a woman’s breasts:

Uh @IHOP I really must advise against. http://pic.twitter.com/wFKzP1YDSR

— Katie Mack (@AstroKatie) October 18, 2015

At least 450 people had retweeted the racy joke, but many Twitter users weren’t laughing:

.@IHOP I think it’s time to review your social media policy

— howie mandel hater (@garbage_person) October 18, 2015

@IHOP my son follow this account, this is ridiculous

— mike (@FARTDAUGHTER) 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

IHOP deleted the tweet and issued this 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

Some praised IHOP for its apology, and others said brand managers had nothing for which to be sorry:

IHOP will always have my heart

— Ant Ortiz (@ImAntOrtiz) 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 social censors…no sense of humor. I’m disappointed you apologized, but I’m still gonna follow you. I like funny…

— Cade (@JackCade37) October 19, 2015

@IHOP don’t apologize to these dramatic sensitive chumps.

— Brian (@laughingWarri0r) October 19, 2015

When brand managers take to using teen-speak as a social media strategy, missteps are bound to occur. It can also alienate older consumers. Overall, however, the tactic is working for IHOP.

[RELATED: Get your employees active online. Create a social media plan and policy that works.]

In October 2014, Darrin Kellaris and Kirk Thompson, digital marketers from MRM/McCann who run IHOP’s Twitter account, told Adweek that the brand’s voice is authentic—and successful.

“Twitter for us skews younger, so it’s important to talk the talk when it comes to that fan base,” Kellaris said.

Thompson said the strategy gave the brand 18 percent more Twitter followers in 60 days, but the recent incident shows that even for brand managers opting for edginess online, there’s a line that shouldn’t be crossed.

The issue is figuring out where most of your consumers draw that line.

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