Last week, the restaurant chain formerly known as the International House of Pancakes released a tweet that teased out a new direction in which the pancake house would ditch the P for a suspicious B.
After a week’s worth of tweets with words spelled with Bs instead of the usual Ps, the brand announced their new name this morning with a resounding sad trombone: International House of Burgers.
But the rebrand to IHOB is only temporary and serves to showcase a new lineup of steak burgers, such as the Big Brunch burger, Cowboy BBQ burger and a Mushroom Swiss take. Omelets and pancakes are still available.
IHOB could have gone the easy route with brunch or breakfast or bacon. Does the U.S. really need more burgers? Or a whole campaign around a new burger menu?
Twitter is already going in:
Even Whataburger got in on the fun:
Others found a glaring similarity to another brand. We’re just wondering why they didn’t go with Big Red and barbacoa. ¯\_(ツ)_/¯
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This article appears in The Brunch Issue.