Burger King has changed its name to 'Pancake King' to mock IHOP's rebrand as IHOb (QSR)

IHOP's burger-centric rebranding as IHOb has inspired some mockery from fast-food chains.

Now, Burger King has taken a direct shot at the breakfast chain's revamp.

Last week, IHOP, the International House of Pancakes, announced it would change 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 chains.

Later Monday, Burger King also rolled out a new name: Pancake King.

Brands roast IHOP over IHOb rebrand
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Brands roast IHOP over IHOb rebrand
You probably already knew that. https://t.co/m0DXwUk9h8
@soIoucity @IHOb Not really afraid of the burgers from a place that decided pancakes were too hard.
Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool? Like that,… https://t.co/MxWDprRowz
👦: Grandpa, do you remember the Great Burger Wars? 👴: lol no I was chillin drinkin milkshakes and trying to make sense of Westworld
Eat a Butterfinger with your burger.
Inspired by the International House of Burgers announcement, we are also changing our name (Please do not ask what… https://t.co/dUZ2yoPWMZ
We've worked really hard for like 100 years to get people to remember our brand name so if it's cool with everyone… https://t.co/cYMqbByUv2
@IHOb We don't usually throw shade, but seriously? That's what all that was about? Here's a real burger for you.… https://t.co/k9a8060gUq
bocket like it's hot https://t.co/lwroiI3iVB
brb changing my name to Netflib
We’re as serious about pancakes as @IHOb is about burgers https://t.co/IQ7J2TX47T
@JoelDeb No worries here...

The burger chain, which serves pancakes for breakfast, changed its name on its social-media channels and updated photos to put more emphasis on pancakes instead of its famous Whoppers.

When one Twitter user asked whether Burger King had a grill that IHOb could borrow, "Pancake King" responded with a Taylor Swift-inspired allusion to its new identity.

"Sorry, old Burger King can't come to the phone right now..." the chain tweeted — a clear reference to Swift's song "Look What You Made Me Do."

Screen Shot 2018 06 12 at 10.11.09 AM


Customers were quick to celebrate the rise of Pancake King.

"A team of people went to school for years and collectively paid hundreds of thousands of dollars — if not more so they could present us with this marketing masterpiece," one person commented on Facebook.

Another person wrote: "Born too late to explore the world. Born too early to explore the universe. Born just in time to watch the personifications of fast food restaurants interact with each other on social media."

IHOP doesn't seem to mind the mockery much.

"If we have other people in the world of burgers commenting on our burgers, it can only help," IHOP's president, Darren Rebelez, told Business Insider on Monday.

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