The move sent pancake breakfast lovers into a furore and sparked snarky broadsides from rivals already deeply rooted in the hamburger business.
"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?"
"We are definitely going to be IHOP", said Darren Rebelez, president of IHOP.
Naturally, other restaurants and brands also had some fun at IHOb's expense. The new IHOB Twitter account even retweeted photos and video of a construction crew putting up the new sign in Los Angeles.
Same-store sales were down 1.9 percent a year ago and down 0.1 percent in 2016.
So, to use another B-word, will there be a backlash?
Now, you're probably wondering what the heck the "b" stands for in IHOb, and you probably guessed "Breakfast" since that's mostly what IHOP is known for.
Just last week, the world was overcome by one of the greatest mysteries of the modern generation: What does the "B" stand for?
Rebelez isn't anxious that people will be disappointed. The company is still being traded with the initials IHP, and says its selection of pancakes is here to stay.
With that being said, they have "breakfast" burgers, as well. "Lunch follows (with 28 percent) and then dinner (16 percent) and late-night service (7 percent)". Starting at $6.99, folks can get one of their new burgers with a drink and endless fries.
The company is part of Dine Brands Global, the same company that owns the Applebee's chain.