The answer to the question "what does the "B" stand for?" was revealed on Monday morning - burgers.
Whether or not the IHOb name is only a short-term marketing gimmick, there's a monetary reason why the pancake chain is flipping over on its brand identity: Pancakes aren't selling like hotcakes.
"Burgers are a quintessential, American menu item so it makes ideal sense that IHOP, one of the most iconic, all-American comfort-food brands in the world, would go over the top to create a delicious line-up of quality burgers that hit the spot any time of day", IHOb head of culinary, Nevielle Panthaky, said according to a release. It also tweeted, "Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool? Not impressed", another fan wrote. "B-hold! #IHOb", the company said in its tweet. You can get a freakin burger everywhere. "I'm so lost... #IHOP", one consumer wrote on social media.More news: McGregor Confirms He Was Set For UFC 224 Card
Steak-umm, a maker of frozen sandwich meat, made a decision to give the whole name change thing a go by renaming itself Cake-umm and altering its Twitter header image to match.
Other companies like MoonPie and Pop-Tarts threw some not-so-subtle shade at IHOb.
The restaurant says the name change is only a temporary marketing campaign and that they want to be known as a place for lunch and dinner too, not just breakfast and brunch.
An IHOP in Hollywood is getting new IHOb signs, and some others might get the treatment.
For those of you who don't like change, not to worry.