Top US pancake chain IHOP suffers backlash after name change

IHOP changed its name to IHOb to promote its new burgers including the Cowboy BBQ

As of Monday, IHOP said that 30,000 people speculating what the "b" might stand for, guessing everything from bacon to brunch to bananas. This change certainly didn't go well with Twitterati.

"Now the question is can that be translated in to bringing customer into the restaurants for those menu items and beyond", McLaughlin adds. In an interview with CNN, IHOP President Darren Rebelez says that more than half of the restaurants, with the total estimated at nearly 1,800, will still go by the usual name.

Burger King is taking a shot at "IHOP" for temporarily changing its name to "IHOB " to promote the debut of its new burgers.

The hints of a name change had spurred guesses on social media - and some disappointment Monday at what was revealed.

Other US chains, including Waffle House, also mocked the name change, saying: "Even though we serve delicious burgers. we know our roots". According to a company statement, the name and logo change is only for the time being, indicating that the change may be nothing more than a temporary marketing ploy.

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Steak n' Shake, which has been offering its signature Steakburgers since 1934, tweeted directly at IHOP (or IHOb, as they've rebranded their Twitter handle), saying, "A replica by definition can not be as good as the original".

We are excited to announce that we will be switching our name to Pancake Castle.

"Don't worry, Pancakers. We still love pancakes. They came back with the idea of IHOb".

Brad Haley, chief marketing officer for IHOP said "We're at the tipping point of where social and digital will become the bigger driver of awareness, sales and traffic for most advertisers".

The name change may be daunting for IHOP fans, but they shouldn't worry. 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.

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