IHOb Marketing Gimmick Tied to Burger-Menu Launch

"IHOP has changed its name to IHOb because of burgers, a thrilling end to the story that has captured America’s attention since Wednesday. The promotional gimmick is tied to the debut of a so-called Ultimate Steakburger menu, which has seven pretty basic burgers, including the Big Brunch and Jalapeño Kick. In what can only be described as a major missed opportunity, none of the burgers are made with pancakes. The name change is almost certainly temporary, which is probably a good thing for IHOP, since early reactions to the news haven’t exactly been positive." - Chris Crowley