The answer to the question "what does the "B" stand for?" was revealed on Monday morning - burgers.
An IHOP in Hollywood got new IHOB signs, and some others might also get the treatment.
"We're always going to have pancakes on the menu".
While IHOb is hoping the new burgers will give a boost to sales, initial social media response has showed some backlash. Patrons can expect a new line of burgers like the Big Brunch burger shown in this video posted on Twitter.
Rebelez said that bringing burgers to an iconic restaurant like IHOP was a "fantastic combination".
An IHOP restaurant serves customers on August 10, 2017 in Chicago, Illinois.
The new IHOb Twitter account includes a cover image of the word "Burgers!" hovering above a handful of different burgers, including ones with bacon, hash browns, jalapeños and eggs.
Meant to promote a new line of hamburgers as the restaurant chain tries to branch out from its breakfast niche, the switch is part of a marketing campaign and not an actual rebranding, company officials told CNN.
The change is a temporary push to be recognized as more than a breakfast destination, but for its lunch and dinner options, too.