Although many guessed it stood for a breakfast food like biscuits, bacon, butter, or even more plausibly, breakfast, IHOP has revealed that the "b" in IHOb stands for "burgers", and that the change is only temporary.
IHOP - er, IHOb - has gone all-in on the name change in terms of its online marketing platforms before the "b" in the new name was revealed.
The announcement immediately caused fans of the breakfast chain to go insane with speculation, with the most likely option for what the "b" could stand for being "breakfast".
Of course, IHOP said the name change will happen for "the time being", according to Fox News. Though the restaurant may be dropping the "P" from its name, it promised that the pancakes on its menu aren't going anywhere and reassured skeptical followers that the name change was legitimately happening. "For burgers." The new Twitter says.
The "B" stands for burgers.
Meant to promote a new line of hamburgers as the restaurant chain tries to branch out from its breakfast niche, the switch is part of a marketing campaign and not an actual rebranding, company officials told CNN.
Owned by Dine Brands Global, IHOP had to do something to change the public's perception that its 1,750 eateries are one-trick ponies - that they were good for breakfast but not lunch of dinner. Darren Rebelez, the president of IHOP, explained the re-branding and put restaurant-goers at ease in a statement.
Burger King took it a step further and altered its logo on all its social media platforms to "Pancake King".
At least one observer, however, found the name change an impressive bit of marketing.
The company, best known for their breakfast, has featured a limited burger selection on its menu, though the video seems to indicate that there will be a move to make burgers a more prominent menu item.
Naturally, other restaurants and brands also had some fun at IHOb's expense.