A&W, Whataburger, Chili's and Denny's piled on with facetious name-changes and gibes about the new IHOB's burgers.
The chain has been known as IHOPsince 1958, when the first restaurant opened in Toluca Lake, California.
The official flipping of the "p" to a "b" comes just a week after the breakfast chain announced the name change. Burgers. Social media users were not amused, tweeting such comments as "International House of Betrayal #ihop" and "IHOP: Millennials were about to kill us, so we finished the job ourselves".
IHOP hosted a Twitter poll, taking guesses for what the B could stand for.
Of course, it didn't help that the chain failed to include "burgers" as an option on its Twitter poll.
The "burgers" name change leaked Saturday when a Business Insider reporter visited a restaurant and saw a sign that mentioned the name switch.
"This IHOP/IHOB thing is pretty brilliant... how many companies can get the entire internet talking about them based on a marketing campaign where they pretend to change their name?" "We've pancaked pancakes for 60 years now so it's the flawless time to start burgerin' burgers". IHOP's same-restaurant sales - or sales at locations open at least a year - declined 1.9 percent in its most recent fiscal year.
Until Monday afternoon, when Burger King changed its Facebook profile photo to a logo that said "Pancake King".
"There are many other brands that are owning the burger space, ' said Allen Adamson, a co-founder of marketing strategy firm Metaforce".
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