They officially changed to IHOB - International House of Burgers.
We were skeptical of IHOP's ability to craft burgers that matched its pancakes in quality.
The company known for breakfast already had burgers on the menu, but is adding a line made of Black Angus ground beef.
"We are definitely going to be IHOP", said the company's president, Darren Rebelez.
Reaction to the name change on social media ranges from excitement and anticipation to confused and baffled.
"An IHOP in Hollywood is getting new IHOb signs, and some others might get the treatment".
IHOP executives are having fun with the name change. As a kid, IHOP was the go-to road trip spot for my dad and me.
Changing the name on more than 1,800 locations could be profit buster, so it appears IHOP knows something Wall Street doesn't know about marketing and brand recognition, according to a Business Insider article.
"As it relates 'IHOb, ' I will say that they've done a great job at creating anticipation for what it was all about", says Bill McLaughlin, SVP Sales & Marketing at ShopAdvisor. We'd slip inside after hours on the road, and I'd order the Rooty Tooty Fresh 'N Fruity® pancakes, which satiated my sugar fix and satisfied my dad as being "healthy" because it included fruit.
But the trick comes with making the idea stick long after IHOb campaign ends. International House of Burgers! You have to wonder whether it's worth the risk, either of confusing people who really do think this is a permanent change in name and mission or of aliening customers who are turned off by the Internet-driven theatrics. And you have to give it to them, it's working.