IHOP is taking things serious when it comes to promoting their new burger menu — the company has changed their name from IHOP (International House Of Pancakes) to IHOb (International House Of burgers).
The name change is only temporary, they made the announcement last week, telling Twitter users that it would be changing the last letter of its acronym from a “P” to a “b,” which caused many reactions. On Monday, the company announced that the name change was just a promotion for its new line of burgers.
“Everyone knows that IHOP makes world-famous pancakes so we felt like the best way to convince them that we are as serious about our new line of Ultimate Steakburgers as we are about our pancakes, was to change our name to IHOb,” Brad Haley, chief marketing officer of IHOP Restaurants, said in a statement.
The company changed its Twitter name as well as the sign at its flagship location in Hollywood. In the most recent press release, IHOP noted that “IHOb” is a slogan of IHOP and the name change is just “for the time being.”
The effort is to hopefully bring in customers to eat beyond breakfast. Known for their pancakes the company struggles with bringing in hungry lunch and dinner eaters. The new burger menu include a mushroom and Swiss topped burger, one with jalapenos and pepper jack cheese, and one covered in BBQ sauce and crispy onion rings.