The move sent pancake breakfast lovers into a furore and sparked snarky broadsides from rivals already deeply rooted in the hamburger business.
The restaurant chain is introducing seven new varieties of steak burgers and promoting itself as a lunch and dinner spot. Until now, the International House of Pancakes had been concealing what the "b" stood for.
Despite competing against worldwide politics and net neutrality, the hashtag IHOB remained trending on Twitter for much of Monday, June 11, thanks to a marketing campaign in which the global House of Pancakes promised to flip the "p" in its well-known IHOP acronym to a "b", at least temporarily.
The good news for truly angered pancake connoisseurs is that all the burger brouhaha appears to be a marketing ploy.More news: Burger King trolls IHOP in the best way possible
More news: Princess Charlotte Shows Off Her Headstand Skills for Mom Kate Middleton
More news: Spanish PM lets migrant boat dock at Valencia
The belt-busting additions to the menu include Cowboy BBQ, which comes with onion rings, bacon and American cheese, and Jalapeno Kick, including sauteed jalapenos, serrano peppers, hickory-smoked bacon, pepper jack cheese and mayo.
Since IHOP announced the name change (without saying to what) on Twitter last Monday, more than 30,000 people have participated in the speculation game. In May, IHOP reported that almost half of its customers come in during breakfast time. "Burgers are the most consumed entree item for men, women and children in America", he continued, adding that "it made sense to start with burgers'".
Wendys' message to IHOP is clear: If you're going to play the burger game on social, you've got to be ready to go up against the reigning champs.
"The chain is better known for breakfasts than for burgers, and that's exactly what the division of Dine Brands Global wants to change", Time reported.
And though a juicy cheeseburger may still be top of mind when you think of Wendy's, the company's social media chops have caught the attention of many a Twitter user. They will still be officially called "IHOP".