On June 11, 2018 the popular breakfast chain IHOP announced that it was adding burgers to its menu and changing the chains name to: IHOB. This was the first name change in the chain (International House Of Pancakes to International House Of Burgers) and took the internet by storm.

“We knew we had a very tough job to do to convince people that we take our burgers as seriously as we take our pancakes,” said Stephanie Peterson, IHOP’s executive director of communications. “So, we went bold with the campaign.”

In a tweet from IHOP on July 9, the company admitted the name change was one big marketing ploy: “That’s right, IHOP! We’d never turn our back on pancakes (except for that time we faked it to promote our new burgers).”

To be fair, the now-defunct IHOB social media account is right: We did talk about it. In fact, we’re talking about it right now. This event also brought light to the idea of a breakfast company being able to sell food for more dinner or lunch-based meals.

The pancake house chain reverted to its long-standing name after a temporary switch to “IHOB”, with the “b” standing for burgers. By flipping the “P” to “b,” the restaurant generated some buzz to promote a new line-up of beef patties.

Reverting to the original name is aimed to draw diners back to its core breakfast business — in particular, a 60-cent pancakes promotion on July 17 celebrating IHOP’s 60th birthday.

With the original name back and a larger menu, IHOP is making a more widespread appeal to customers across the nation and on various social media platforms.