The International House of Pancakes has temporarily changed its name in a new marketing campaign for an array of new menu items.
The company known for its pancakes announced on Twitter last Monday they were flipping the "P" in IHOP to a "B" with no explanation, leaving internet users to guess what the new letter stood for.
— IHOb (@IHOb) June 4, 2018
The next day they put up a poll giving Twitter users the chance to vote on what the "B" stood for before announcing they'll now temporarily go by International House of Burgers to accompany several new burgers they've added to the menu.
IHOb? What could it b? #IHOb
— IHOb (@IHOb) June 5, 2018
— IHOb (@IHOb) June 11, 2018
The restaurant says they want to be known as a place to get lunch and dinner, not just breakfast, according to CNNMoney.
"We are definitely going to be IHOP," Darren Rebelez, president of IHOP, told CNNMoney. "But we want to convey that we are taking our burgers as seriously as our pancakes."
Several locations in LA are also getting brand new signs with the new lettering while the campaign runs.
— Drew Malino (@DREWMALINO) June 7, 2018
The mysterious campaign drew mixed reviews. Most internet users are excited to try the new burgers, but others are still knocking the chain and whole campaign.
— WmTheConquerorWorm (@Morning_Readin) June 11, 2018
— Kevin Crawford (@K_Crawf) June 11, 2018
Don't knock it until you've had blueberry syrup on a cheeseburger. #IHOb
— Jon Hurwitz (@jonhurwitz) June 11, 2018
— Noneya (@noneya_S) June 11, 2018
For sure gonna try each one! Thanks #IHOb
— Gio Dom (@GioGambino1) June 11, 2018
— Beck (@michaeld6805) June 11, 2018
International House of Bruh what are you doing #IHOB
— Sean Chiplock (@sonicmega) June 11, 2018
— Ariana Hester (@Very_Ari1) June 11, 2018
IHOP is changing its name to #IHOb. I am not sure what to think about this. It's a pancake place to me not sure I can think of it as anything else!
— BrittneyRz (@shmibby88) June 11, 2018
Pretty confident I'm in the minority here, but I've only ordered burgers when going to IHOP. I guess this is a win for me. ♂️ #IHOb
— Craig (@ThatShitCraig) June 11, 2018