June 11, 2018
Last week IHOP freaked a lot of people out when it announced it was changing its name to the mysterious IHOb acronym instead, leaving many to wonder what food item would next be granted its own International House.
Well, the answer is here, and today we welcome to the world the International House of Burgers. Sort of.
In an avid marketing attempt, it turns out, IHOP is not actually changing its name permanently.
The change is a temporary push to be recognized as more than a breakfast destination, but for its lunch and dinner options, too. 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. Late-night service gets seven percent of the business.
So, naturally, the store is now adding and the handful of new burgers to the menu.
While still technically called IHOP, a few storefronts will even be getting temporary signage, like this one in Los Angeles.
"We want to convey that we are taking our burgers as seriously as our pancakes," Darren Rebelez, president of IHOP, said to CNNMoney.
Just as many speculated on social media about the name change, Twitter has been quick to react to the great reveal.
Sending thanks to the one asshole that went to IHOP and ordered a burger as a goof. You ruined it for everyone.— Arthur Vandaley (@RiffModeSquad) June 11, 2018
International house of burgers #ihob
International House Of Burgers? #ihob— You Know My Name (@LookAtDustin) June 11, 2018
That's like Trident rebranding as a furniture store.
No IHOP, No! You had one job. One. All ya had to do was serve cinnamon pancakes every Sunday and everything would be ok. I don’t even recognize you anymore. @IHOb you’ve changed. More like International House of Lies. #IHOP #IHOb pic.twitter.com/gUS7AndiOc— The AlphaGinger (@TheAlphaGing) June 11, 2018
This is how I feel about the IHOP/IHOb situation. It’ll never be IHOb. IHOP for life. pic.twitter.com/JtGmWzQfHR— Sam Dekker (@dekker) June 11, 2018
Why couldn’t you be international house of brunch and start serving mimosas and bellinis— michelle (@mzscudero) June 11, 2018
It's unclear how long the new name will be used, though the company URL remains the same. The @IHOb Twitter handle is now being used, however, while the @IHOP handle has been entirely cleared out, its bio reading, "Hey ya Pancakes. Don't follow us here. We're @IHOb now."