It's hard to imagine the new name could be permanent, as the almost 60-year-old restaurant chain is best known for its pancakes and breakfast menu items.
"Is it worldwide house of buttermilk pancakes". That led followers to speculate whether the "b" would stand for something close to its core brand, like breakfast or bacon, or whether it could be joining the blockchain naming phase.
"Dear Internet, we abbreciate your batience".More news: Larry Kudlow In The Hospital After Having Heart Attack
On June 11 IHOP finally revealed what the mysterious "b" stood for after they had been teasing the public with hints all week.
The name change is just "for the time being", a release explained, and is meant to promote the pancake chain's new burger offerings.More news: North Korea media breaks tradition to report summit
The burgers come with unlimited fries and drinks, the chain says, though there's no explanation for which of these selections is strictly "international".
Whether or not the IHOb name is only a short-term marketing gimmick, there's a monetary reason why the pancake chain is flipping over on its brand identity: Pancakes aren't selling like hotcakes. "B-hold! #IHOb", the company said in its tweet.More news: Liverpool target's future to be sorted before the World Cup
IHOP's executive director of communications told CBS News that the company is "serious about the quality of food and our menu, and this name change really reflects that". It shortened its name to IHOP in 1973. "Burgers are the most consumed entree item for men, women and children in America", he continued, adding that "it made sense to start with burgers'".