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IHOP recently changed its iconic name to IHOb revealing that the new consonant stands for "burgers."
The name change accompanies a line of new burgers at the chain, which is known for breakfast dishes like rainbow sprinkle-filled "cupcake pancakes" and classic buttermilk pancakes. The chain is shifting its emphasis to seven new "steak burgers," which include a cowboy burger with onion rings and bacon and a "mega monster," which is IHOb's answer to McDonald's Big Mac.
"Everyone knows that IHOP makes world-famous pancakes, so we felt like the best way to convince them that we are as serious about our new line of Ultimate Steakburgers as we are about our pancakes was to change our name to IHOb," said Brad Haley, chief marketing officer for IHOb restaurants, said in a statement.
IHOP seems to be hedging its bets by saying the IHOb name is "for the time being," suggesting the effort may be more of a marketing ploy rather than a true rebranding campaign.
Social media has reacted accordingly:
Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?— Wendy's (@Wendys) June 11, 2018
Like that, but our cheeseburgers are still better.
As much as we love our pancakes, we'd never change our name to Whatapancake— Whataburger® (@Whataburger) June 11, 2018
Inspired by the International House of Burgers announcement, we are also changing our name (Please do not ask what it means — we don’t know either.) pic.twitter.com/0HPQtQirHn— A&W Restaurants (@awrestaurants) June 11, 2018
We are excited to announce that we will be switching our name to Pancake Castle.— White Castle (@WhiteCastle) June 11, 2018
We've worked really hard for like 100 years to get people to remember our brand name so if it's cool with everyone we're just going to stick with MoonPie thank you— MoonPie (@MoonPie) June 11, 2018
��: Grandpa, do you remember the Great Burger Wars?— Denny's (@DennysDiner) June 11, 2018
��: lol no I was chillin drinkin milkshakes and trying to make sense of Westworld