Stay tuned for an announcement on what the b stands for. This change certainly didn't go well with Twitterati.
And, yes, BK has been serving pancakes since it upgraded its menu to offer breakfast items like the Croissan'wich in the early 1980s.
Reaction to the name change on social media ranges from excitement and anticipation to confused and baffled.
The name change accompanies a line of new burgers at the chain, which is known for breakfast dishes like rainbow sprinkle-filled "cupcake pancakes" and classic buttermilk pancakes. Yes, friends, IHOP is now IHOb ... at least for now.
It wasn't just brands having fun with IHOB's temporary name change though.
We are excited to announce that we will be switching our name to Pancake Castle.
It was a marketing strategy and publicity stunt combined on the part of IHOP.
"Don't worry, Pancakers. We still love pancakes". "So we said that's great, we agree with that approach, obviously, and we subsequently hired them".
Elsewhere, Wendy's trolled IHOP with snarky comments like "Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?"
IHOP... sorry... IHOb is now in the middle of one of the most confusing yet hilarious marketing campaigns.
But the trick comes with making the idea stick long after IHOb campaign ends.
"Picking up on the company's tricks, when one Twitter user said on Monday, 'Your marketing team needs to be fired..." At the time, anyway, the brand was all about encouraging people to eat breakfast all day, with half of the breakfast food orders at IHOP happening at lunch or dinner.