IHOP Goes All In On Burgers, But Seriously, Why?

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Burger King changed its display name and logo to "Pancake King" and got snarky on Twitter about IHOP encroaching on burger territory.

Then again, there was plenty of skepticism to go around since the company's news release vaguely declares the name change is in effect "for the time being". Previously, IHOP stood for International House of Pancakes, so many of us safely assumed that they would stick with the breakfast food theme, with a popular theme emerging that the B would stand for breakfast. Many remained unconvinced that IHOP's burgers could ever compare to its pancakes.

"If we have other people in the world of burgers commenting on our burgers, it can only help", IHOP's president, Darren Rebelez, told Business Insider on Monday.

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"Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?"

Sliced steak maker Steak-Umm and Burger King took different approaches. Pressed for details, the company would not give an end date for IHOb but referred to the "tongue-in-cheek name change" and said it was tied to the summer burger promotion. A bold move if you ask me, considering that they are located right across the street from In n' Out Burger.

"This was always meant to be tongue in cheek for us", Rebelez said.

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But the trick comes with making the idea stick long after IHOb campaign ends. In May, IHOP reported that almost half of its customers come in during breakfast time.

After days of speculation, the restaurant formerly known as IHOP has revealed all the secrets behind its mysterious name change. The company wanted to capture the strong market that lies between the day and early evening while keeping a hold of its following during breakfast hours, per NPR.

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