Published: Tue, June 12, 2018
Culture&Arts | By Laurence Reese

IHOP reveals mystery behind ‘IHOb’: International House of Burgers

IHOP reveals mystery behind ‘IHOb’: International House of Burgers

The International House of Pancakes is now the International House of Burgers.

We now finally know what the "b" in IHOP's new name, IHOb, stands for: Burgers.

Customers aren't the only ones making light of IHOP's new "Ultimate Steakburger" announcement - a good chunk of the fast-food industry is having fun at their expense, as well. The restaurant also offers a Big Brunch burger, with bacon, a fried egg, hashbrowns, American cheese and IHOP sauce.

The restaurant "formerly" known as the International House of Pancakes is rolling out all-natural, 100 percent USDA choice, black angus steakburgers for a limited time in seven different varieties on June 11.

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The video revealed several varieties of burgers.

"Burgers are a quintessential, American menu item so it makes flawless sense", said Chef Nevielle Panthaky, Head of Culinary at IHOb.

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. I got to ihop for all day breakfast items.

"IHOP changed their name to IHOB for BURGERS, Nobody asked for this", one user wrote. It's all just part of a clever marketing plan.

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"Not really afraid of the burgers from a place that decided pancakes were too hard", Wendy's said in another tweet.

Though Haley said he is optimistic about the outcome of the rebranding effort, some are skeptical of how successful the tweak will be.

"There are many other brands that are owning the burger space, ' said Allen Adamson, a co-founder of marketing strategy firm Metaforce".

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