Jun 11, 2018

IHOP pivots to burgers with IHOb stunt

An IHOP (IHOb?) restaurant in Chicago, Illinois. Photo: Scott Olson/Getty Images

The breakfast chain IHOP — International House of Pancakes — teased its customers last week with a coming branding change to "IHOb." Today, it announced that the "b" stands for "burgers" — as it plans to highlight lunch and dinner options at its 1,650 locations all over the United States.

Yes, but: The chain isn't actually changing its name. It's all just a marketing stunt, per CNN Money — though at least one IHOP in Hollywood is set to be branded as an "IHOb."

The announcement:

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