International House of Burgers? IHOP changes its name to IHOB

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It is only a marketing campaign and IHOP isn't officially changing its name.

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

But the change might not be permanent.

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"We're always going to have pancakes on the menu", Rebelez said on Fox News's "Fox & Friends", "but America loves burgers and America loves IHOP and we thought this was a fantastic combination to bring America's burgers to an iconic brand like IHOP".

The tweet unveiling the burger plan met with a number of incredulous and joking responses, as well as some constructive criticism.

Another asked why the restaurant couldn't become the International House of Brunch and start serving mimosas.

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The change seems to be part of a plan to capture business in the day and early evening, outside of IHOP's traditional strength in the morning hours. "Lunch follows (with 28 percent) and then dinner (16 percent) and late-night service (7 percent)". In a tweet on Monday, the chain revealed that the "b" in the previously announced name change stands for "burgers". On its website, the company featured a countdown clock for when the "b" would be revealed.

"Dear Internet, we abbreciate your batience".

At one point, IHOP responded to a fan on Twitter who lamented the news, only to be told to "shut the buck up" by yet another outraged user.

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