Burgers behind IHOP name change

Images Breakfast? Nah IHOb is the International House of Burgers Move over Internat

Images Breakfast? Nah IHOb is the International House of Burgers Move over Internat

- IHOP, which teased a name change to IHOb earlier this month, says the "b" is to promote its burger menu.

IHOP - er, IHOb - has gone all-in on the name change in terms of its online marketing platforms before the "b" in the new name was revealed.

"People know us for pancakes", IHOP chief marketing officer Brad Haley said at a burger tasting event last week at which the chain unveiled its specialty 100 percent black angus burgers to a small group of journalists.

The company revealed Monday what the "b" stands for - it's burgers.

Photo of Merkel and Trump captures G7 tensions
Russian Federation used to be included rounding out the group to G8, Trump has been lobbying for the country to be let back in. Also standing across the table are French President Emmanuel Macron and Prime Minister Theresa May .

Some people love the new change while others...not so much.

When I asked Rebelez whether IHOP was considering food-fusion menu items - remember Burger King's Whopperito or Taco Bell's Nacho Fries? - he joked that diners could order a side of flapjacks and make their own pancake burger. The chain is shifting its emphasis to seven new "steak burgers", which include a cowboy burger with onion rings and bacon and a "mega monster", which is IHOb's answer to McDonald's Big Mac.

Brooklyn-based PR expert Eric Yaverbaum calls the name change "something of a head-scratcher" since IHOP is one of the strongest brands in the United States, and has spent decades dominating the breakfast diner sector, often without regional competition.

In an effort to put the spotlight on its lunch and dinner offerings, the chain announced on Monday that the "b" stands for "burgers". It ends with the company's new logo and the message Burgers Burgers Burgers.

Roland-Garros : le onzième sacre de Rafael Nadal en images
L'Espagnol n'a jamais perdu de finale sur la terre battue parisienne alignant un 17e Grand Chelem à son compteur. Derrière, l'Autrichien n'a pas réussi à refaire son retard, malgré deux possibilités à 4-1 puis 5-2.

IHOP's splashy but temporary renaming to IHOb is burning up the Twitter trending charts and drawing smack talk from the likes of Wendy's, Denny's and even beef sandwich-fillings brand Steak-umm.

As if the United States needed more fastfood burger restaurants.

It's not yet clear when or if IHOP will change the signs at its restaurants, such as this one in Hialeah, Fla.

Canada spat escalates after tense G7, Europeans criticize Trump
At a press conference with Prime Minister Justin Trudeau , Macron called Trump's tariffs "unilateral and illegal". A top US White House advisor has accused Canadian Prime Minister Justin Trudeau of stabbing the US in the back.

Latest News