IHOP Is Now the International House of Burgers—and Brands Grilled the Chain Over the Change

Though none were quite as brutal as Wendy's

Brands share some of their true feelings about IHOP's new name. Twitter: @IHOb
Headshot of Katie Richards

It’s been a big day for the franchise formerly known as the International House of Pancakes. Today, IHOP announced it was temporarily rebranding as IHOb, the International House of Burgers, and other brands had a lot to say about it.

IHOP was probably hoping for a lot of media coverage and attention for the news and its accompanying creative work from Droga5 but perhaps didn’t anticipate the heavy grilling it would take on Twitter. After a cutesy tweet in which the brand’s social media team replaced all the p’s with b’s, other brands unleashed their inner snark and sass.

Wendy’s in particular took no prisoners after a Twitter user asked the brand how it felt about IHOP getting into the burger business.

No person (or brand) wants to be burned by Wendy’s on Twitter, so IHOb responded to the brand (because #2018) saying, “We don’t want any beef with you, we just want to share our beef with the world.” But Wendy’s continued to bring the heat.

Other’s weren’t quite as brutal as good old Wendy’s but still enjoyed the opportunity to make fun of the stunt.

UPDATE: Burger King may have just won this war, or at least brought it to a draw:

Here are some of the other responses:

Good luck out there, IHOb.

@ktjrichards katie.richards@adweek.com Katie Richards is a staff writer for Adweek.