Prepare For Backlash

Bold moves require planning and involve plenty of risk. If you’re nervous about backlash and perception, then a bold move isn’t right. IHOP was prepared for the backlash (maybe not as much), and the risk was worth it to connect socially with younger consumers. They successfully promoted IHOP as a player in the burger game and returned to regularity without alienating too many core customers. – Katie Schibler Conn, KSA Marketing + Partnerships