On Monday, IHOP said the "B" stood for burgers, confirming a report from Business Insider's Matt Weinberger, who had spotted signs promoting burgers at a location in Daly City, California.
And it doesn't stop there.
"IHOP just can't get out from under its own success as a breakfast place", said restaurant consultant Arlene Spiegel.
Cheeseburger, who also runs Worldwide Wrestling Dojo in Pennsylvania, responded: "A nice breakfast at IHOP is nearly a national pastime at this point".
"As much as we love our pancakes, we'd never change our name to Whatapancake", it tweeted.
IHOP first teased a name adjustment last week before finally revealing it Monday.
Turkel Brands President Bruce Turkel discusses how IHOP is temporarily changing its name to IHOb.
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"We've pancaked pancakes for 60 years now so it's the ideal time to start burgerin" burgers, and we're kicking it off by flipping the "p" in IHOP to a "b' for burgers", he continued.
To lure in diners after the breakfast rush, IHOP is adding seven new burgers to its menu.
But still, it feels wrong to go into an IHOP and order a burger. Pressed for details, the company would not give an end date for IHOb but referred to the "tongue-in-cheek name change" and said it was tied to the summer burger promotion. Before you head to IHOb (or any restaurant), make sure you know the secret ways restaurants make you eat more.
Well, name changes aren't easy - just ask Puff Daddy.
And since a short stack is typically made up of three pancakes, we thought we'd serve up three lessons communications professionals can take away from the campaign. "If you want a burger and beer, you are not going to come to IHOP". After IHOP's social media team posted several prompts asking what the "b" could be, 30,000 Twitter users responded with their guesses, according to a company press release.
During a call with analysts last month, executives from IHOP's parent company, Dine Brands, highlighted an emphasis on menu innovation as a strategy to boost traffic.