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IHOb first announced its new name on Twitter on June 5, with many speculating that it could be changing its name to "International House of Breakfast", or "Brunch".

Evidently, the all-day breakfast chain is moving into more traditional lunch and dinner fare.

While IHOb is hoping the new burgers will give a boost to sales, initial social media response has showed some backlash.

"Burgers are a quintessential menu item", says IHOB district manger Chris King.

If you guessed that the "b" stood for burgers, you would have been correct. "We're always going to be IHOP", he said moments after saying they weren't IHOP.

Our NEW burgers are so burgerin' good, we changed our name to IHOb. But most fans figured that it was just a way to get people talking.

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IHOP is not actually wasting millions and millions of dollars on new signage for a brand that really would be pretty stupid if it were made permanent.

A few IHOP locations in California, including a flagship restaurant in Los Angeles, will put up new "IHOb" signs, but most IHOP locations will remain the same.

The name change quickly trended on Twitter, with plenty of upset pancake lovers.

"We are definitely going to be IHOP". "While strategically it makes sense to get people in (IHOP) after 11 o'clock in the morning, owning burgers is a non-starter for them". (We all promptly fell in love.) In 1973, the company began using the acronym "IHOP", and for 50-ish years, the acronym and the restaurant lived in pancake harmony.

IHOP's splashy but temporary renaming to IHOb is burning up the Twitter trending charts and drawing smack talk from the likes of Wendy's, Denny's and even beef sandwich-fillings brand Steak-umm.

According to Forbes.com, sales for the restaurant chain were flat from 2015-2017, so this is likely a way for the company to try and revitalize its sales.