Last week IHOP freaked a lot of people out when it announced it was changing its name to the mysterious IHOb acronym instead, leaving many to wonder what food item would next be granted its own International House.
Well, the answer is here, and today we welcome to the world the International House of Burgers. Sort of.
In an avid marketing attempt, it turns out, IHOP is not actually changing its name permanently.
The change is a temporary push to be recognized as more than a breakfast destination, but for its lunch and dinner options, too. In May, the company reported that more than half of its business occurs during breakfast hours, while lunch garners 28 percent, followed by dinner with 16 percent. Late-night service gets seven percent of the business.
So, naturally, the store is now adding and the handful of new burgers to the menu.
While still technically called IHOP, a few storefronts will even be getting temporary signage, like this one in Los Angeles.
"We want to convey that we are taking our burgers as seriously as our pancakes," Darren Rebelez, president of IHOP, said to CNNMoney.
Just as many speculated on social media about the name change, Twitter has been quick to react to the great reveal.
It's unclear how long the new name will be used, though the company URL remains the same. The @IHOb Twitter handle is now being used, however, while the @IHOP handle has been entirely cleared out, its bio reading, "Hey ya Pancakes. Don't follow us here. We're @IHOb now."