IHOP reveals the mystery of IHOb

Eileen GuzmanJun 13, 2018

All-day breakfast lovers, the mystery has been revealed.

For the past few weeks, IHOP-the International House of Pancakes-has been teasing that something new was on the horizon and it was switching out the P (for pancakes) for a B, but it didn't tell fans what the name change was all about.

On Monday, IHOP said the "B" stood for burgers, confirming a report from Business Insider's Matt Weinberger, who had spotted signs promoting burgers at a location in Daly City, California. Though we have a soft spot for the classic IHOP menu (here's a short stack of copycat recipes), the restaurant's new line-up of mouthwatering burgers sure does sound delicious.

Twitter users also didn't think IHOP's switch to burgers cut the mustard either.

The message behind the IHOb madness is the launch of the chain's Ultimate Steakburgers, a seven-burger lineup that includes options like the Big Brunch Burger, the Cowboy BBQ Burger, and the double-decker Mega Monster Burger.

In any case, the marketing campaign has paid off handsomely-and is perhaps much needed.

Though the company has been offering burgers since its creation in 1958, IHOP's main motive for revamping the menu item and emphasizing it is to attract a wider audience, according to Chief Marketing Officer Brad Haley.

IHOP's splashy but temporary renaming to IHOb is burning up the Twitter trending charts and drawing smack talk from the likes of Wendy's, Denny's and even beef sandwich-fillings brand Steak-umm. Despite its change to serving beef, IHOb's famous pancakes will be sticking around, too.

"IHOP just can't get out from under its own success as a breakfast place", said restaurant consultant Arlene Spiegel. That's like going into a Pizza Hut and ordering a burger. Its bio was changed to "Burgers so burgerin' good, we changed our name to IHOb". That's why the Taste of Home Test Kitchen let out a collective gasp when beloved pancake purveyor IHOP announced that it was changing its name.

We're still getting our pancakes and we're entertained by these burger joint social media accounts. They will still be officially called "IHOP".

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