Brand Passion Index: IHOP Stacks Up the Buzz
Kimberly Surico |
 05/09/12 |
3 min read

I love pancakes for breakfast (and dinner – or as my hip kids call it, “brinner”) – but only when I make them. When weekend mornings aren’t too crazy, whipping up a batch of fresh banana-and-chocolate-chip pancakes for my kids is the perfect Sunday activity. My husband, on the other hand, loves IHOP and is a diehard fan for McDonald’s pancakes (opposites attract, right?), and I can usually guarantee that if I’m out of town, a trip to IHOP is in order. My husband’s not big on tweeting out his breakfast preferences, but as this week’s fourth installment of the “What Women Want” BPI series, covering pancake brands, showed me, that people in the social media universe love to talk about their favorite stacks:

In this graphic, the amount of chatter about a brand is indicated by the size of the bubble, while the placement of the bubble shows the sentiment and the intensity of passion.

In keeping with the trends from the last three installments, men and women shared the same buzz winner: International House of Pancakes (IHOP), which generated about 92% of the chatter among both genders’ top ten brands. Despite generating that much buzz, though, IHOP seemed to polarize its male and female audiences with the other metrics: for women, the pancake chain generated a Net Sentiment score of 79 and a lower Passion Intensity score of 50. For men, IHOP’s Net Sentiment score was a 72, with a lower Passion Intensity score of 48. Most loved for women was Pancake Pantry, with the highest Passion Intensity score of 83 as well as the highest Net Sentiment score of 92. Meanwhile, men couldn’t stop raving about their passion winner, who was also surprising to me: Starbucks Pancakes. Is there anything this coffee giant doesn’t make?? Starbucks Pancakes generated a Passion Intensity score of 83 and a Net Sentiment score of 86.

To get some a better idea of what all these metrics meant, I dug into the data and surfaced some verbatim to see why these brands fall where they do for each gender. For IHOP, men liked the seasonal pancakes, but complained about stomach pains after eating at the restaurant, while women cited the different syrup flavors as a reason to keep coming back, despite the long wait and sub-par service.

Women’s verbatim:

IHOP strawberry syrup is magical…great breakfast with my sweetness.

:o RT @kimmycharn: Craving some pancakes and boysenberry syrup from IHOP right meow.

The wait at ihop is always the worst part.

Ihop was too packed, sooo now I’m at Denny’s. #gross

Men’s verbatim:

So excited for IHOP’s pumpkin pancakes. So amazing. So soon.

the blueberry pancakes at ihop are bomb.

I went to Ihop this morning for a cheat meal, and my stomach hates me now -___-.

Just got from ihop my stomach hurt stupid bad.

For their beloved Pancake Pantry, women raved about the delicious chocolate chip pancakes and a very unique menu item: sweet potato pancakes!

RT @chasecoy: The Pancake Pantry = I’m about to have the best chocolate chip pancakes I’ve eaten in my entire life

I really want chocolate chip pancakes from pancake pantry!!

You haven’t lived until you’ve eaten Sweet Potato Pancakes from the Pancake Pantry in Gatlinburg.

Meanwhile, men got passionate (well, as passionate as men get) about Starbucks Pancakes, talking about the delicious taste and the need for expanded distribution of these breakfast treats in Starbucks’ stores.

Starbucks pancakes, marry me please ! Wait if I marry them and eat them that’s not good. Hmmm ok scratch that but god damn they’re good :).

Starbucks pancakes so good.

@Starbucks can you sell pancakes in your US stores like you do in the UK? They’re so tasty!

So if you’re not doing the homemade-pancake thing, what’s your favorite? Let me know!

Premier social media analytics platform

Expand your social platform with LexisNexis news media

Power of social analytics for your entire team

Media analytics and market intelligence platform

Enrich your media analytics with social data

Social media benchmarking
and competitive intelligence

Data streams & custom KPIs for advanced data science

AI, Image Analytics, Reporting Tools & more

Out-of-the-box integration with other data sources