In case you haven't heard, IHOP has officially changed their name (and EVERYTHING ABOUT THEMSELVES) to IHOB.
The b is for burgers, something that many people guessed would be the meaning of the temporary name change.
IHOP revealed Monday what the "b" in its new "IHOb" marketing campaign stands for - it's burgers. "Lunch follows (with 28 percent) and then dinner (16 percent) and late-night service (seven percent)". When asked if IHOP was considering food-fusion menu items - remember Burger King's Whopperito or Taco Bell's Nacho Fries?
After IHOP revealed the meaning behind its name change to IHOb on Monday, Wendy's went after the former pancake house on Twitter.
"We are definitely going to be IHOP", said Darren Rebelez, president of IHOP.
Legendary fried chicken purveyor Church's Chicken posted an Instagram photo that poked fun at the IHOP name change buzz.
The chain has been known as IHOPsince 1958, when the first restaurant opened in Toluca Lake, California.
Still, IHOb's bigger goal appears to have been achieved: To get consumers talking about the brand. Still, the whole ordeal has gotten people fuming in all sorts of comical fashions.
Internet speculation had the "B" representing everything from breakfast, brunch, bananas, bacon, beer, booze and even bitcoin.
"Obviously, IHOP-hob wanted to be known for something other than breakfast or the place you pull off the highway to go to the bathroom", he said.
It remains to be seen whether the change will be permanent or merely a flash in the pan (cake) to promote hamburgers.
IHOP's website now features the IHOb logo - but the site's URL remains the same, and its business descriptions and statements continue to list breakfast as a main priority. "And, when you try them, I think you'll agree with me that IHOb's new line of Ultimate Steakburgers are so good that I'd put them up against anyone's ... just like our pancakes".
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