IHOP is also seeing more competition from upscale breakfast restaurants and weekend brunch spots that often feature cardiac challenging "breakfast burgers", with bacon and egg. A bold move if you ask me, considering that they are located right across the street from In n' Out Burger.
"Burgers are a quintessential, American menu item so it makes flawless sense that IHOP... would go over the top to create a delicious line-up of quality burgers", said Nevielle Panthaky, the chain's culinary chief.
"We are definitely going to be IHOP", said the company's president, Darren Rebelez.
The national fast food burger chain has proclaimed its Twitter page "The official Tweets of Pancake King USA".
You are a brand known for pancakes, the type of wholesome spot you take your grandpa or your kid's soccer team.
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"But even with the apparent marketing success, it's unclear whether the name change will have more than a temporary effect on sales", writes Ethan Millman for the Los Angeles Times.
"We have a big announcement", read the Phillies' tweet.
The burger chain, which serves pancakes for breakfast, changed its name on its social-media channels and updated photos to put more emphasis on pancakes instead of its famous Whoppers.
It was a marketing strategy and publicity stunt combined on the part of IHOP. "We're just expanding our burger horizons", it said.
But the trick comes with making the idea stick long after IHOb campaign ends.