"Right now, there is not a defined time for how long we'll use the IHOb name, but it is tied to the launch; we're supporting the launch by flipping our Twitter handle and creating a fully re-burgered IHOb flagship restaurant in Hollywood, California", Peterson told Mashable.
"We are definitely going to be IHOP", said the company's president, Darren Rebelez.
IHOP's rebrand as IHOb - the International House of Burgers - has some rival chains slamming the pancake giant. "How do they day-part their website, location pages, etc.so that no only are they ranking for lunch, dinner, burgers, etc., but they give the experience that they're actually as serious as their campaign says they are about burgers and not just pancakes and breakfast?"
The name change has certainly garnered attention on social media, and seems to be working exactly how the company wanted.
The name change accompanies a line of new burgers at the chain, which is known for breakfast dishes like rainbow sprinkle-filled "cupcake pancakes" and classic buttermilk pancakes.
Apparently succumbing to the theory that any publicity is good publicity, IHOP announced Monday it is now IHOB.
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You are a brand known for pancakes, the type of wholesome spot you take your grandpa or your kid's soccer team.
IHOP has temporarily changed its name to IHOb.
We are excited to announce that we will be switching our name to Pancake Castle. Let's be truthful, the general public wasn't talking about IHOP, but now they are.
The name change may be daunting for IHOP fans, but they shouldn't worry.
"Just because we have pancakes doesn't mean we can't do anything but pancakes".
IHOP's decision to rename itself IHOb, or the International House of Burgers, infuriated many customers. In May, IHOP reported that almost half of its customers come in during breakfast time. "B-hold! #IHOb", the company said in its tweet.