# Mysterious Pancake Chain Rebrands IHOP Changed Its Name to IHOb to Promote Its New Burgers By Katherine Pendrill | Published 2018-06-12 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/ihob References: [businessinsider](http://www.businessinsider.com/ihop-ihob-name-change-burgers-2018-6) & [facebook](https://www.facebook.com/IHOPCanada/photos/a.479528412225002.1073741828.476589085852268/953803014797537/?type=3&theater) Last week, [IHOP](https://www.trendhunter.com/trends/ihop-1) (the [International House of Pancakes](https://www.trendhunter.com/trends/ihop-biscuits-menu)) shocked fans by announcing the change of its name to IHOb with the simple flip of a 'P' to a 'B.' After a week of speculation, the chain has finally announced that the 'B' actually stands for burgers. More specifically, the chain will be adding [seven Ultimate Steakburgers](https://www.trendhunter.com/trends/ultimate-steakhouse-whopper) to its menu. Like the change of the chain's name to IHOPb, the new burger menu is not permanent. For just a limited time, fans can enjoy delicious new burger options, all made with Black Angus beef patties and served with unlimited fries. Options include the spicy Jalapeño Kick Steakburger, the cheesy Mushroom & Swiss Steakburger, and the meaty Cowboy BBQ Steakburger. Though the name change stunt was never intended to be permanent, the move represents a major change in strategy for the brand by expanding its offerings beyond breakfast. Image Credit: *IHOP.* ## Trend Insights (Trend Hunter) - Score: 5.9/10 - Popularity: 74% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Branding](https://www.trendhunter.com/branding) ## Key Themes ### What Makes This Trend Stand Out - **Menu Expansion:** Expanding menu offerings beyond traditional offerings creates opportunities for diversifying revenue streams. - **Limited Time Promotions:** Using limited time promotions generates interest and urgency, leading to increased customer engagement. - **Rebranding:** Implementing a rebranding strategy can help rejuvenate a brand and attract new customers. ### Sectors Adopting This - **Restaurant:** Restaurants can capitalize on menu expansion and limited time promotions to draw in new customers and increase revenue. - **Food and Beverage:** Food and beverage companies can explore innovative rebranding strategies to revitalize their brand image and capture new market segments. - **Marketing and Advertising:** Marketing and advertising agencies can assist businesses in implementing effective rebranding strategies and creating compelling limited time promotions to drive customer engagement. ## Related on Trend Hunter - [Pancake House Menu Expansions](https://www.trendhunter.com/trends/ihop-1.md) - [Biscuit-Themed Breakfast Selections](https://www.trendhunter.com/trends/ihop-3.md) - [Biscuit-Focused Breakfast Menus](https://www.trendhunter.com/trends/ihop-biscuits-menu.md) - [Plant-Based Meat Diner Partnerships](https://www.trendhunter.com/trends/ihop-and-impossible-foods.md) - [All-Day Pancake Tacos](https://www.trendhunter.com/trends/pancake-tacos.md) - [Digital Pancake Loyalty Programs](https://www.trendhunter.com/trends/international-bank-of-pancakes.md) - [Whimsical Movie Diner Menus](https://www.trendhunter.com/trends/new-ihop-menu.md) - [Unlimited Pancake Diner Promotions](https://www.trendhunter.com/trends/ihop-bottomless-pancakes.md) - [Value-Packed Breakfast Promotions](https://www.trendhunter.com/trends/ihop-pancakes.md)