IHOb Marketing Gimmick Tied to Burger-Menu Launch

"I watched IHOP temporarily rebrand itself as "IHOb" in a cheeky tweet as a promotional stunt tied to the debut of an "Ultimate Steakburger" menu; the menu includes seven fairly basic burgers — notably the Big Brunch and the Jalapeño Kick — and none of them are made with pancakes. The change felt like a marketing gimmick that is almost certainly temporary, and it prompted widespread negative reaction online: many people were disappointed the chain didn’t use the moment to become the "International House of Brunch" (or pursue a more creative direction), calling it a major missed opportunity and ridiculing the move across social media." - Chris Crowley