Whataburger: "We'd never change our name to Whatapancake"

Chicago Illinois

Chicago Illinois

IHOP, which recently changed its iconic name to IHOb, has revealed what the new consonant stands for: "burgers".

In truth, IHOP isn't actually changing its name to IHOB; it's simply adding burgers to its menu, and is using the name-change gimmick to advertise the addition.

Will the new (and temporary) name change boost IHOP, er, IHOb's bottom line?

"We're flippin' from pancakes, pancakes, pancakes to burgers, burgers, burgers", the company announced on Monday, announcing the shift that it teased by mentioning a looming name change last week. But IHOP - sorry, IHOb - wants to be known as a place to get lunch and dinner, not just breakfast and brunch.

Yes, you heard that right - burgers.

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As far as training the staff, he said the release of the new burgers was much the same as any other new menu item, and praised his staff for taking it in stride.

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. "They had fun for a week trying to figure it out", Rebelez said. In May, IHOP reported that almost half of its customers come in during breakfast time. That's like going into a Pizza Hut and ordering a burger. Revamping its burger selection could convince customers to visit later in the day and for more than just hash browns and eggs. Both of the burger giants took time to take light hearted jabs at the name change on Twitter on Monday. Or going to a KFC and ordering a burger.

It's worth noting that the company's website still lives at IHOP.com.

Sales from 2015-2017 were flatter than, well, you know what, and Dine Brand execs were already in war-room mode over how to position their chains for the future.

To learn more about the company's pivot in menu, we got in touch with IHOP's spokesperson, Stephanie Peterson.

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