International House of... Burgers

Scott Olson—Getty Images

Scott Olson—Getty Images

If you happen to be a fan of the International House of Pancakes (better known as IHOP) and follow the breakfast chain on social media, you're well aware that it's been hyping a name change.

IHOP, the International House of Pancakes, has changed its name to IHob.

The "b" is for burger, and the temporary change is tied to a rollout of its new line of Ultimate Steakburgers, a line-up of seven sandwiches.

"People know us for pancakes", IHOP chief marketing officer Brad Haley said at a burger tasting event last week at which the chain unveiled its specialty 100 percent black angus burgers to a small group of journalists.

So, naturally, the store is now adding and the handful of new burgers to the menu. "They weren't playing", one Twitter user wrote.

Whatabuger also had a great response saying: "As much as we love our pancakes, we'd never change our name to Whatapancake".

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This means that if a consumer doesn't like the service their local ISP offers, they have no other company to choose instead. More than 20 states have sued the FCC to stop the repeal. "The internet is coming for net neutrality", said Greer.

Well, the time is finally here and pancake enthusiasts may be surprised to find out that the "b" will actually stand for burger. The brand now has more than 1,700 franchised restaurants around the world.

Siegel+Gale, a brand-consulting agency that spoke with Fox Business further warned that IHOP's move "may have been the dumbest decision ever", as "brand equity is precious".

Although at least one IHOP location in Hollywood received new IHOb signs, IHOP president Darren Rebelez told CNNMoney the vast majority of the almost 1,800 other locations will still go by IHOP.

"This IHOP/IHOB thing is pretty brilliant... how many companies can get the entire internet talking about them based on a marketing campaign where they pretend to change their name?"

When I asked Rebelez whether IHOP was considering food-fusion menu items - remember Burger King's Whopperito or Taco Bell's Nacho Fries? - he joked that diners could order a side of flapjacks and make their own pancake burger.

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