The IHOb announcement threw many pancake lovers through a loop.
Founded in 1958, the International House of Pancakes, better known as IHOP, has been the go-to spot for people looking for breakfast food regardless of what time of day it is. I rushed to Twitter and found that many like me were heartbroken by the seeming betrayal and were planning on turning their back forever on the 1,700-location chain of morning Americana.
To demonstrate IHOP is as serious about burgers as it is about pancakes, it flipped the "p" to a "b" in their iconic name "for the time being", including its Twitter handle.
Sure, sales have plateaued in the past few years, but as recently as three years ago, IHOP was celebrating its highest sales numbers in a decade. So changing the acronym now is a risky move, according to some investors.
It wasn't just brands having fun with IHOB's temporary name change though.
The name change has certainly garnered attention on social media, and seems to be working exactly how the company wanted.
IHOP is becoming "IHOB" and will now be known as the International House of Burgers.
"The world is spiraling out of control and I can't understand why IHOP would force us to deal with more unwelcome change", said one Twitter user. The "b" is for burgers. Since announcing the name change, IHOP's online mentions have grown exponentially, with over 362,000 since June 3, a far cry from the 21,000 it had in May. And, naturally, it's all in the name of marketing as the chain promotes seven new burgers the restaurant is adding to its menu. "Good company. They treated us well".
But nobody was quite as nasty as their new-found competitor, Wendy's, whose social media wrath has lately become legendary.