IHOP flips name to IHOb: International House of Burgers

A&W, Whataburger, Chili's and Denny's piled on with facetious name-changes and gibes about the new IHOB's burgers.

The website claims, "Our new burgers our so good, we changed the name", unveiling seven "Ultimate Steakburgers" on its new menu.

Rebelez said that bringing burgers to an iconic restaurant like IHOP was a "fantastic combination". The company encouraged customers to guess what the "b" would stand for, but not many were guessing burgers.

The chain has been known as IHOP since 1958, when the first restaurant opened in Toluca Lake, California.

Steak-umm, a maker of frozen sandwich meat, made a decision to give the whole name change thing a go by renaming itself Cake-umm and altering its Twitter header image to match. Starting at $6.99, folks can get one of their new burgers with a drink and endless fries.

The change is a temporary push to be recognized as more than a breakfast destination, but for its lunch and dinner options, too. In fact, if IHOb isn't putting a burger between two fluffy buttermilk pancakes, it's missing out on a golden marketing opportunity.

Siegel+Gale, a brand-consulting agency that spoke with Fox Business further warned that IHOP's move "may have been the dumbest decision ever", as "brand equity is precious".

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

Now IHOb just has to ride out the Twitter sarcasm wave and reap the hoped-for rewards.

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