IHOP reveals the mystery of IHOb

IHOP reveals what IHOB will stand for

"Burgers so burgerin' good, we changed our name to IHOb". Despite its change to serving beef, IHOb's famous pancakes will be sticking around, too. Talk about yum! The menu boasts classic and newfangled flavors like Jalapeño Kick, Cowboy BBQ and, our favorite, Big Brunch-a burger loaded with smoked bacon, crispy potatoes, American cheese and a fried egg.

IHOP is entering a highly competitive and crowded space with its new burger line.

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. The "b" stands for burgers!

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In addition to transforming into IHOb on Twitter, the chain changed its name and signage at its flagship location to celebrate the Ultimate Steakburgers. It's also a great place for lunch and dinner.

For the past few weeks, IHOP-the International House of Pancakes-has been teasing that something new was on the horizon and it was switching out the P (for pancakes) for a B, but it didn't tell fans what the name change was all about. The temporary shift is turning out to be an effective publicity stunt aimed at advertising the restaurant's new burger menu. "If you want a burger and beer, you are not going to come to IHOP".

"I just love IHOP for its breakfast", said customer Doreen Sharir at a half- full eatery on East 14th Street early Monday afternoon.

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Burger King took it a step further and altered its logo on all its social media platforms to "Pancake King". "While strategically it makes sense to get people in (IHOP) after 11 o'clock in the morning, owning burgers is a non-starter for them". Outlets like CNNMoney wondered 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.

"The chain is better known for breakfasts than for burgers, and that's exactly what the division of Dine Brands Global wants to change", Time reported.

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