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Posted: 2018-06-11T18:04:14Z | Updated: 2018-06-11T18:51:02Z

A lot of people have a beef with IHOPs name change.

Last week, the pancake chain announced that, starting June 11, it would be known as IHOb. On Monday, the chain finally revealed what the b stands for: burgers. (Sorry, anyone who guessed breakfast, bacon, bad decisions, and even backlash.)

Turns out, the IHOb name change is simply a stunt to promote its new burger menu, according to USA Today .

Dont worry, breaky buffs: All the breakfast goodies remain on the menu. The pancake-less publicity stunt is meant to attract consumers who only think of IHOP (aka the International House of Pancakes) as a breakfast place, Chief Marketing Officer Brad Haley told the paper.

The big opportunity for the IHOb brand is to develop our lunch and dinner business. Burgers are the most consumed entree item for men, women and children in America, he said.

Although at least one IHOP location in Hollywood received new IHOb signs, IHOP president Darren Rebelez told CNNMoney the vast majority of the nearly 1,800 other locations will still go by IHOP.

Will the new (and temporary) name change boost IHOP, er, IHObs bottom line? Both experts and consumers are skeptical.

Brooklyn-based PR expert Eric Yaverbaum calls the name change something of a head-scratcher since IHOP is one of the strongest brands in the United States, and has spent decades dominating the breakfast diner sector, often without regional competition.

While IHOP has the brand recognition to support this kind of creative renaming, you have to wonder whether IHOP saying Were about burgers now is really communicating something to its customer base that theyll be happy to hear, Yaverbaum told HuffPost.

Twitter users also didnt think IHOPs switch to burgers cut the mustard either.

IHOP: We are going to be IHOb now.

Me: Oh, International House Of Breakfast, I can see that ok

IHOP: No, we are doing burgers instead.

Me: wait WHAT THE HELL?

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IHOP: We are going to be IHOb now.

Me: Oh, International House Of Breakfast, I can see that ok

IHOP: No, we are doing burgers instead.

Me: wait WHAT THE HELL?

Natalie Whipple (aka Nat McKenzie) (@nataliewhipple) June 11, 2018

iHOP changed their name to iHOB for BURGERS????? ......nobody asked for this @IHOb

The Truth (@MikeeKhoury) June 11, 2018","type":"rich","meta":{"author":"The Truth","author_url":"https://twitter.com/MikeeKhoury","cache_age":86400,"description":"iHOP changed their name to iHOB for BURGERS????? ......nobody asked for this @IHOb The Truth (@MikeeKhoury) June 11, 2018\n\n","provider_name":"Twitter","title":"The Truth on 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iHOP changed their name to iHOB for BURGERS????? ......nobody asked for this @IHOb

The Truth (@MikeeKhoury) June 11, 2018

Good morning to everyone except whoever decided to change IHOP to IHOB

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Good morning to everyone except whoever decided to change IHOP to IHOB

Johnny Mayo (@WanderlustMayo) June 11, 2018

Others vowed not to go along with the corporate edict.

I'm still callin' it #IHOP. It can just stand for International House of Patties instead of Pancakes. #IHOb feels stupid just saying it. https://t.co/zaDxh9dYW5

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I'm still callin' it #IHOP . It can just stand for International House of Patties instead of Pancakes. #IHOb feels stupid just saying it. https://t.co/zaDxh9dYW5

Heather (@AntiRainbow) June 11, 2018

Even other iconic products thought the plan was bizarre.

We've worked really hard for like 100 years to get people to remember our brand name so if it's cool with everyone we're just going to stick with MoonPie thank you

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We've worked really hard for like 100 years to get people to remember our brand name so if it's cool with everyone we're just going to stick with MoonPie thank you

MoonPie (@MoonPie) June 11, 2018

We are excited to announce that we will be switching our name to Pancake Castle.

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We are excited to announce that we will be switching our name to Pancake Castle.

White Castle (@WhiteCastle) June 11, 2018

Not really afraid of the burgers from a place that decided pancakes were too hard.

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Not really afraid of the burgers from a place that decided pancakes were too hard.

Wendy's (@Wendys) June 11, 2018

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However, Christy Tiegen may have summed up the overall reaction best.

IHOb is the guy who gets a face tattoo of the girls name after 1 date

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IHOb is the guy who gets a face tattoo of the girls name after 1 date

christine teigen (@chrissyteigen) June 11, 2018