IHOP is rebranding to International House of Burgers, but ROH wrestler Cheeseburger - a self-proclaimed burger expert - says it was a questionable decision. People admitted on social media that they weren't quite positive about the name change, though. After lots of speculation that the new "B" stood for "breakfast", the chain has announced that "B" stands for "burgers".
The good news for truly angered pancake connoisseurs is that all the burger brouhaha appears to be a marketing ploy.
"The big opportunity for the IHOb brand is to develop our lunch and dinner business".
IHOP is entering a highly competitive and crowded space with its new burger line.
As soon as pancake chain IHOP (aka pancakes) announced its name change to IHOB (aka burgers) starting Monday, the restaurant world and its PR teams sharpened their knives and starting tweeting. The "B" doesn't stand for breakfast, nor does it stand for anything that you'd likely want to eat for breakfast, or-let's be real here-at an IHOP at any time of day.
Whatabuger also had a great response saying: "As much as we love our pancakes, we'd never change our name to Whatapancake".
Now, IHOb is not going to be the official name of the restaurant chain. Fans immediately took to the video, already giving it 13,000 views as well as 650-plus comments within just an hour of being posted.
IHOP is not actually wasting millions and millions of dollars on new signage for a brand that really would be pretty stupid if it were made permanent. "The vast majority of people were having fun with the name change and were trying to solve the riddle".
While some people doubted the change would go through, IHOP doubled down late last week: The company both changed its Twitter handle and propped up signs with the new logo.
Shares of IHOP's parent company Dine Brands were up more than 1 percent Monday.
Outlets like CNNMoneywondered why a company whose parent company's stock had risen 25% in the a year ago would bother changing its name-a move often reserved for mergers or companies in trouble.
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