IHOP admits it 'faked' IHOb name change to promote new burgers

Close-up of sign with IHoB logo following pancake restaurant International House of Pancake's decision to change its name to IHoB Dublin California

When asked, "didn't go well, huh?" by one Twitter user, the IHOP account responded, "The blan was to get beople talking about our new burgers".

The tweet also informed customers about 60-cent short stacks available on July 17 to celebrate the company's 60th birthday.

IHOP's brief, destabilizing identity crisis-in which the pancake chain did some soul-searching and decided it was really more of an International House of Burgers-is over, and life as we know it can resume.

The breakfast chain used the promotion on social media to push a new line of burgers made of Black Angus ground beef.

But it moved conversation away from pancakes for a minute, a rebrand that Business Insider called an "incredible strategic move".

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Hollis Johnson/Business InsiderIHOP will continue to sell both pancakes and burgers.

Many on social media had mixed opinions about the campaign and IHOP ditching IHOb.

Prior to the IHOb campaign, 19% of U.S. adults said they had talked about the chain in the past two weeks.

YouGov.com wrote that it was IHOP's highest Word of Mouth score since YouGov BrandIndex began tracking the franchise in 2012.

The IHOb name change was never meant to be permanent.

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