The big reveal is here. IHOP has changed its name to IHOb because of … burgers, a thrilling end to the story that has captured America’s attention since Wednesday. No doubt this is incredibly disappointing news to anyone and everyone who hoped the pancake chain would become America’s first beet-forward chain, the house of brunch, or beer, or even a temple to one particularly influential British musician.
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: