With the intention of branching out of their breakfast niche, IHOB, is promoting a new line of hamburgers, hence their recent name change.
Apparently the switch is just part of a marketing campaign, not an actual re branding.
"We are definitely going to be IHOP," Darren Rebelez, president of IHOP stated. "But we wnat to convery that we are taking our burgers as seriously as our pancakes."
Of course, competitors of the chain could not help but have some fun with all of this though.
Wendy's started all the fun with this tweet:
Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?— Wendy's (@Wendys) June 11, 2018
Like that, but our cheeseburgers are still better.
A&W also took to the internet to throw some shade
Inspired by the International House of Burgers announcement, we are also changing our name (Please do not ask what it means — we don’t know either.) pic.twitter.com/0HPQtQirHn— A&W Restaurants (@awrestaurants) June 11, 2018
And here's what Burger King has to say!
At least we we have one supporter! We think...
The IHOB re-branding is great. It perfectly plays into the modern outrage trend of “how dare they change something I haven’t supported in any way for years.”— Burnie Burns (@burnie) June 11, 2018