IHOP said in a tweet Wednesday that it would be “flippin’” the last letter of its name — making a “p” that has long denoted its signature pancakes into a “b” — and turning the 60-year-old brand into IHOb.
The move is designed to build buzz around a company announcement planned for June 11.
Until then, the internet is speculating what the “b” could stand for — breakfast, burgers, biscuits?
For 60 pancakin’ years, we’ve been IHOP. Now, we’re flippin’ our name to IHOb. Find out what it could b on 6.11.18. #IHOb pic.twitter.com/evSxKV3QmT
— IHOP (@IHOP) June 4, 2018
What the chain seems to be hinting at is a menu change, which will coincide with name change publicity stunt and the brand's 60th anniversary.
IHOP is encouraging fans to guess what the "b" stands for and has been replying to many messages by replacing the letter “p” with “b,” such as this one reassuring a Twitter user that the pancakes the brand is known for aren’t going anywhere.
don't worry, the bancakes aren't going anywhere
— IHOP (@IHOP) June 6, 2018
The brand, which is owned by Glendale, Calif.-based Dine Brands, has 1,671 U.S. locations.
Dine Brands also owns Applebee’s Neighborhood Grill. During the company’s annual stockholders meeting in May, the company said that nearly half of all customers come in for breakfast. Lunch makes up 28 percent of dining occasions and dinner makes up 16 percent. Late night dining makes up the remaining 7 percent.
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