IHOb: International House of Burgers

According to a company statement, the name and logo change is only for the time being, indicating that the change may be nothing more than a temporary marketing ploy. While many fans were totally on board with new burgers being added to the menu, a few others weren't so sure.

The pancake chain has been coy about whether the name flip is permanent, saying Monday that it was "for the time being".

"The big opportunity for the IHOb brand is to develop our lunch and dinner business". "The IHOP Culinary team took the creation of these Steakburgers as seriously as we take innovation around our pancakes, which means they're soon to become world famous, too".

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

The new IHOb Twitter account includes a cover image of the word "Burgers!" hovering above a handful of different burgers, including ones with bacon, hash browns, jalapeños and eggs.

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It's worth noting that the company's website still lives at IHOP.com. Why mess with a good thing?

IHOP owner Dine Brands (DIN) is also the parent company of Applebee's. "Consequently, we needed to make a bold signal to disrupt people's thinking about IHOP and make it IHOb'". Is Rebelez anxious that he's competing more directly with his corporate sibling?

"They have a bar", Rebelez said. "Come try one if you want a new legend in your life".

Everyone's default theory was that the "B" didn't stand for a particular dish at all, but instead to "Breakfast".

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