Wendy's and other burger chains are slamming IHOP for its 'IHOb' rebrand

Business Insider | Jun 11, 2018, 11.54PM IST



IHOP rebranded as IHOb this week.

  • IHOP said on Monday that it had changed its name to IHOb to promote the debut of its new burgers.
  • Burger chains, including Wendy's and Red Robin, slammed IHOP for the temporary rebrand on Twitter. 
  • "If we have other people in the world of burgers commenting on our burgers, it can only help," IHOP's president told Business Insider. 


IHOP's rebrand as IHOb - the International House of burgers - has some burger chains slamming the pancake giant. 

Last week, IHOP, or the International House of Pancakes, announced it would be changing its name to "IHOb," flipping the "P" to a "b." On Monday, IHOP announced that the "b" stood for burgers - sparking some backlash from other burger brands. 

Wendy's tweeted sarcastically on Monday: "Can't wait to try a burger from a place that decided pancakes were too hard."

IHOP - or IHOb - responded: "We don't want any beef with you, we just want to share our beef with the world."

Wendy's also tweeted what appeared to be a snide comment on IHOP's name change. 

"Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool? Like that, but our cheeseburgers are still better," Wendy's tweeted. 

Wendy's wasn't the only fast-food chain slamming IHOP for its burger campaign. 

"Inspired by the International House of Burgers announcement, we are also changing our name (Please do not ask what it means - we don't know either.)," A&W Restaurants tweeted, with an image of an upside-down logo. 

"We're as serious about pancakes as @IHOb is about burgers," tweeted Red Robin. 

Even Waffle House seemed ready to subtweet, coming out with the tweet "Long-term consistency trumps short-term intensity. - Bruce Lee" and a promise that it would stay away from burger-centric rebrands. 

IHOP's president, Darren Rebelez, told Business Insider that he was unconcerned by the social media chatter. While he said he hadn't seen much of what the other burger chains had to say on Twitter, he considered the sass part of a successful campaign to relaunch burgers at IHOP. 

"It's actually great," Rebelez said. "If we have other people in the world of burgers commenting on our burgers, it can only help." 

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