Cheeseburger on IHOP's Switch to Burgers

Cheeseburger on IHOP's Switch to Burgers

Evidently, the all-day breakfast chain is moving into more traditional lunch and dinner fare.

IHOP revealed Monday what the "b" in its new "IHOb" marketing campaign stands for - it's burgers.

Meantime, Burger King gently tweaked IHOB by jokingly announcing a change of name and logo on its Twitter account. IHOP-err IHOB-is so serious about the rebrand and focusing on craft burgers they've already begun changing the signs at restaurants around the nation. The decision immediately set off waves of speculation about what the "B" could stand for.

The breakfast chain announced that it had changed its name as a marketing gimmick after adding new burgers to the menu - a move that annoyed a few other fast food empires and the internet at large.

IHOP-erm-IHOb's new Ultimate Steakburgers are made with 100% USDA choice black angus beef.

While IHOP is taking a ribbing from food-related rivals, it's also attracting attention from other corners of the world. You can't just go from pancakes to burgers! Forbes reports that IHOP has been losing popularity among younger generations and is, indeed, looking to expand beyond breakfast. Revamping its burger selection could convince customers to visit later in the day and for more than just hash browns and eggs. Wendy's wanted to get in on the drama.

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"Why is ihop going thru a mid life crisis", tweeted another.

While restaurant goers on Twitter definitely had feelings.and a lot of jokes about IHOB's new name, the eatery assured fans pancakes would remain on the menu.

IHOP has had burgers on its menu since it first opened in 1958, but its identity has always been tied to its wide variety of pancakes and breakfast offerings.

Turkel Brands President Bruce Turkel discusses how IHOP is temporarily changing its name to IHOb.

During a call with analysts last month, executives from IHOP's parent company, Dine Brands, highlighted an emphasis on menu innovation as a strategy to boost traffic.

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