What that chain didn't tell people was what the letter "b" would stand for.
Nearly immediately after IHOP president Darren Rebelez revealed news that the "b" in the restaurant's temporary new name - IHOb - will stand for "burgers," Twitter users began blasting the move as an "epic failure" and calling for the creative team behind the idea to be fired.
Could it be marketing genius or one of the most talked about branding blunders brandished by a breakfast joint?
In an effort to promote the debut of the brand's new Ultimate Steakburgers, the company is flipping the "P" in its name - which stands for pancakes - to "b" for burgers.
Burgers was a popular one. "For burgers", the company's Twitter bio now reads. It looks like there will seven different types of burger. It doesn't seem like any of the restaurant chain's original items will be changed or replaced as a result of the new burgers.
An IHOP restaurant serves customers on August 10, 2017 in Chicago, Illinois.
According to the restaurants website, IHOP traces its roots back to the opening of the first International House of Pancakes restaurant in 1958 in Toluca Lake, Calif.