After six decades in the breakfast business with their staple pancakes, IHOP is no more. The iconic food chain is no longer the International House of Pancakes as they announced they are now flipping their name to IHOb.
The major change comes as the company prepares to mark the 60th anniversary of its first restaurant, which opened outside Los Angeles in the summer of 1958.
They announced the name change to IHOb about a week ago and had fans guessing what the “b” stood for. People responded with breakfast, biscuits, brunch, even burritos. Today the company announced that the “b” stands for burgers.
They officially changed their Twitter handle to @IHOb and wiped the @IHOP Twitter clean, leaving bio that says: “Hey ya Pancakes. Don’t follow us here. We’re @IHOb now.”
Waffle House, IHOP’s all day/night breakfast competitor has joined in on the fun, throwing shade at the name change. They tweeted “Long-term consistency trumps short-term intensity. – Bruce Lee.” They’ve also been replying to fans who have demanded they don’t make a change like IHOP has, saying they never will.
As for how the change will affect IHOP, now IHOb, we’ll have to wait and see. At its annual stockholders’ meeting last month, IHOP reported that nearly half of its customers come in during breakfast time. Lunch follows (with 28 percent) and then dinner (16 percent) and late-night service (7 percent). There are currently over 1600 IHOP locations in the U.S. and in the most recent fiscal year, IHOP stores generated $185 million in revenue, on sales of $3.3 billion, according to NPR.