The pancake-less publicity stunt is meant to attract consumers who only think of IHOP (aka the International House of Pancakes) as a breakfast place, Chief Marketing Officer Brad Haley told the paper. "Consequently, we needed to make a bold signal to disrupt people's thinking about IHOP and make it IHOb'". The new IHOb Twitter account even retweeted photos and video of a construction crew putting up the new sign in LA.
The news website says that they changed their name because they now "burger" just as well as they "pancake".
Wendy's wasn't done after that.
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. "Like that, but our cheeseburgers are still better". They started firing off blistering tweets when the announcement was made.
How permanent is the name change?
Super Eagles Etebo joins Stoke City
Etebo has been capped 14 times by Nigeria and came on as a substitute in last week's friendly against England at Wembley. Stoke City manager, Gary Rowett added: "We're really excited to have got the deal over the line for Etebo".
IHOb was quick to respond, tweeting back, "All in is all we know". In addition to possibly starting a feud with Wendy's, IHOb got flak from Netflix, Waffle House, Red Robin and more.
But not all burger chains are willing to embrace the flip.
That's actually too bad because it's an incredible name.
The major change has fans not only questioning what's going on in the world of food, but also the state of the country. Netflix joked, "brb changing my name to Netflib".
Burger King took it a step further and altered its logo on all its social media platforms to "Pancake King". This letter swap is a promotion to show off the 60-year-old chain's new line of burgers and to emphasize the lunch and dinner options available at the iconic breakfast spot.