Published: Tue, June 12, 2018
Money | By Ralph Mccoy

IHOP name change: The 'B' is for burgers

IHOP name change: The 'B' is for burgers

"We've pancaked pancakes for 60 years now so it's the flawless time to start burgerin" burgers, and we're kicking it off by flipping the "p" in IHOP to a "b' for burgers".

Restaurant chain IHOP officially changed it's name to IHOB Monday, surprising customers with what the new acronym stands for.

After keeping the internet on its toes for several weeks, IHOP officials have announced the company's name change to IHOb.

The pancake chain, which had been known as IHOP for 60 years, previewed the name change on Twitter last week.

The change is actually to celebrate the restaurant's new line of burgers. "I think about a burger every minute I'm awake", one user wrote.

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.

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Not really. Rebelez said IHOP will remain family-focused, while Applebee's will still be a place to go with friends to get a beer and watch a game.

Speculation that the "b" stood for breakfast was shot down when IHOP employees began spilling the beans about the burgers.

"There are many other brands that are owning the burger space, ' said Allen Adamson, a co-founder of marketing strategy firm Metaforce".

"The big opportunity for the IHOb brand is to develop our lunch and dinner business", Haley said.

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

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.

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