IHOP changes name to IHOb (for now)

IHOP changes name to IHOb (for now)

You can't pull off a publicity stunt like the International House of Pancakes' name change to International House of Burgers and not catch some grief from your rivals.

"People know us for pancakes", IHOP Chief Marketing Officer Brad Haley said last week at a burger-tasting event during which the chain unveiled its specialty burgers to a small group of journalists.

It's unclear how long the name IHOb will stick, but the new burger menu items seem like they're here to stay.

Many on social media have ventured guesses that it will be "Breakfast" or "Bacon" among other words - but the "b" stands for burgers.

Although at least one IHOP location in Hollywood received new IHOb signs, IHOP president Darren Rebelez told CNNMoney the vast majority of the almost 1,800 other locations will still go by IHOP. 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.

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The company said the secret would be revealed this morning.and it's official.

The change is a temporary push to be recognized as more than a breakfast destination, but for its lunch and dinner options, too. Darren Rebelez, the president of IHOP, explained the re-branding and put restaurant-goers at ease in a statement.

The tweet includes a video of the "p" flipping into a "b" followed by snippets of burgers cooking on a grill.

The flapjack factory launched an advertising campaign Monday touting a $6.99 burger special with unlimited fries and a drink.

Other companies like MoonPie and Pop-Tarts threw some not-so-subtle shade at IHOb.

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