"But we want to convey that we are taking our burgers as seriously as our pancakes". After lots of speculation that the new "B" stood for "breakfast", the chain has announced that "B" stands for "burgers".
It's hard to imagine the new name could be permanent, as the almost 60-year-old restaurant chain is best known for its pancakes and breakfast menu items.
It's unclear how long the name IHOb will stick, but the new burger menu items seem like they're here to stay. The company disclosed the new IHOb identity last week, although it didn't say what the "b" represented.
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.
"The change in fact celebrates the debut of the brand's new Ultimate Steakburgers, a line-up of seven mouth-watering, all-natural burgers", the statement said, with Chef Nevielle Panthaky, Head of Culinary at IHOb, chiming in. According to CNN, IHOP is temporarily changing their name in a marketing campaign.
It's a change the restaurant chain has been teasing for a bit.
The change is a temporary push to be recognized as more than a breakfast destination, but for its lunch and dinner options, too.
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 fact, you can get pancakes with your burger at the same time so you don't even have to choose", he said.
Though Haley said he is optimistic about the outcome of the rebranding effort, some are skeptical of how successful the tweak will be. The brand now has more than 1,700 franchised restaurants around the world. It's just going to be a disconnect to get consumers to (believe IHOP) has the best burgers'.