IHOP flips over burgers, changes ‘p’ to ‘b’ in logo

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"The highlight of my day was seeing Burger King change its Twitter name to Pancake King", one fan said. But who cares? This is the internet and we've already reacted.

The president of IHOP welcomed the country to the restaurant chain's newest venture on "Fox & Friends" Monday morning.

IHOP announced a name change to IHOb, and it's a curve ball: International House of Burgers. Breakfast, bacon, brunch and burgers were all tossed out as suggestions, and Monday brought an answer.

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While some people doubted the change would go through, IHOP doubled down late last week: The company both changed its Twitter handle and propped up signs with the new logo. Starting at $6.99, folks can get one of their new burgers with a drink and endless fries. IHOP's same-restaurant sales - or sales at locations open at least a year - declined 1.9 percent in its most recent fiscal year. "Since we know you're all waiting in anticibation for what the b could be, we've made a decision to give you one more biece of the buzzle", it tweeted June 8.

Whether or not the IHOb name is only a short-term marketing gimmick, there's a monetary reason why the pancake chain is flipping over on its brand identity: Pancakes aren't selling like hotcakes.

Meant to promote a new line of hamburgers as the restaurant chain tries to branch out from its breakfast niche, the switch is part of a marketing campaign and not an actual rebranding, company officials told CNN. Will the newest burger joint contender be able to carry its brand through such online ire? Before revealing the reasoning for the "P" to be turned upside down into a "b", IHOP gave the world a week to guess what the "b" might stand for. So for those concerned about IHOP permanently changing their name shouldn't worry.

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