Here's Why IHOP Is Changing Its Name to IHOb (for Now)

IHOB IHOP

IHOB IHOP

On it's Twitter page, the restaurant change said "Burgers so burgerin' good, we changed our name to IHOb".

IHOP channeled Sesame Street on Monday as it ended speculation about its social media campaign about changing its name from IHOP to IHOb.

A flagship IHOb restaurant in Hollywood, California, has been rebranded and will host a "VIB launch party" Monday evening, the company said in a press release.

Even breakfast-themed chain Waffle House has gotten in on the action by responding to a fan and tweeting, "Even though we serve delicious burgers. we know our roots".

Whether or not the IHOb name is only a short-term marketing gimmick, there's a monetary reason why the pancake chain is flipping over on its brand identity: Pancakes aren't selling like hotcakes. In May, the company reported that more than half of its business occurs during breakfast hours, while lunch garners 28 percent, followed by dinner with 16 percent.

Last week IHOP revealed through its social media accounts that it would be known as IHOb, setting off a guessing game among fans as to what the B stood for.

Yes, you heard that right - burgers.

IHOP is not actually wasting millions and millions of dollars on new signage for a brand that really would be pretty stupid if it were made permanent.

In an effort to rebrand its restaurants and lure in diners after the breakfast rush, IHOP is adding seven new burgers to its menu.

It's worth noting that the company's website still lives at IHOP.com.

People are getting a real kick out of IHOP's re-brand!

Chief Marketing Officer Brad Haley told USA Today the restaurant has always sold burgers.

"We are definitely going to be IHOP".

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 American chicken chain put IHOP on blast by showing example sketches of what they could change their name too, but in the caption, they opted to "stay true to our roots".

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