IHOP, which recently changed its iconic name to IHOb, has revealed what the new consonant stands for: "burgers." 

The name change accompanies a line of new burgers at the chain, which is known for breakfast dishes like rainbow sprinkle-filled "cupcake pancakes" and classic buttermilk pancakes. The chain is shifting its emphasis to seven new "steak burgers," which include a cowboy burger with onion rings and bacon and a "mega monster," which is IHOb's answer to McDonald's Big Mac.

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. IHOP's same-restaurant sales -- or sales at locations open at least a year -- declined 1.9 percent in its most recent fiscal year. 

"Everyone knows that IHOP makes world-famous pancakes, so we felt like the best way to convince them that we are as serious about our new line of Ultimate Steakburgers as we are about our pancakes was to change our name to IHOb," said Brad Haley, chief marketing officer for IHOb restaurants, said in a statement.

IHOP seems to be hedging its bets by saying the IHOb name is "for the time being," suggesting the effort may be more of a marketing ploy rather than a true rebranding campaign. 

Fans of the chain don't appear impressed by the new name. The company disclosed the new IHOb identity last week, although it didn't say what the "b" represented. 

"@IHOb so are you still going to have pancakes and breakfast??? Or are you like a lunch place with just burgers? I'm so lost... #IHOP," one consumer wrote on social media. 

Others called the name change "bizarre" and "a nightmare." 

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