Now that news of IHOP’s new burger menu has officially been revealed, critics on social media are officially hating it.
Almost immediately after IHOP president Darren Rebelez revealed news that the “b” in the restaurant’s temporary new name — IHOb — will stand for “burgers,” Twitter users began blasting the move as an “epic failure” and calling for the creative team behind the idea to be fired.
Congrats on naming your restaurant after the item I'd be least likely to get there. What an epic failure.7:16 AM - Jun 11, 2018
Your marketing team needs to be fired...ASAP.7:12 AM - Jun 11, 2018
Please fire everyone related to this marketing plan. Literally everyone.7:35 AM - Jun 11, 2018
IHOb✔@IHOb4hCoachK in the Grove@kyledavis916
International house of bad ideas7:25 AM - Jun 11, 2018
IHOb✔@IHOb4hRyan H. Walsh✔@JahHills
I don't wanna be negative but you guys really blew this. International House of Burgers. What a complete disaster.7:30 AM - Jun 11, 2018
i dont even live in a country with IHOP and I am pissed7:20 AM - Jun 11, 2018
^€¥_/\_¥€^@sibin_ristic4hReplying to @JKdarkknight @IHOb
Of course youve never eaten a burger there because they never had anydierdre.@dierdrereally
They did have burgers before But who goes to a breakfast joint for burgers? Nobody.7:19 AM - Jun 11, 2018
I'm embarrassed for you.7:18 AM - Jun 11, 2018
Others, meanwhile, were predicting that the new strategy would fail — and even bankrupt the company.Julianna Marulanda@JuliaMarulanda
This company is about to go B-broke.7:20 AM - Jun 11, 2018
^€¥_/\_¥€^@sibin_ristic4hReplying to @dierdrereally and 2 others
My location didnt thats why im saying and that also annoys me how your a US wide company but every location is differentMatthew Stronach@cazketbound
They've always had burgers around here this is incredibly stupid give them 1 year before they switch back7:46 AM - Jun 11, 2018
At one point, IHOP responded to a fan on Twitter who lamented the news, only to be told to “shut the buck up” by yet another outraged user.
IHOb✔@IHOb4hReplying to @jmariec36
We bromise that this is going to b good!purex #northpurex@purexify
shut the buck up7:35 AM - Jun 11, 2018
Siegel+Gale, a brand-consulting agency that spoke with Fox Business further warned that IHOP's move "may have been the dumbest decision ever," as "brand equity is precious."
IHOP declined to comment on the backlash, but told Fox News that fans have been "incredibly engaged" since the name change was announced.
"We knew we had to be bold in order to shift perceptions that IHOP can only do a great breakfast — the tounge-in-cheek name change speaks to the fact that we’re just as serious about our burgers as we are about our pancakes," the company said.
It's likely that the restaurant's rebranding won't be permanent, either: A representative for the chain confirmed to Fox News that only one restaurant in Los Angeles will feature the new signage, while the rest will feature IHOb-themed elements within, but retain their original signage, for at least the length of the "summer campaign."
News of the restaurant's name change was originally announced June 4, though the company did not reveal the beefy announcement until Monday morning.
IHOP's — or IHOb's — new burgers are currently available with unlimited french fries and a drink for $6.99 at participating locations.