"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.
Now, Burger King has taken a direct shot at the breakfast chain's revamp.
A week later, IHOb announced that the "b" in their new name stands for "burgers".
The announcement went viral, with customers freaking out over the rise of the burger over their beloved pancakes.
Following news of the restaurant's much-ballyhooed-albeit-temporary name change to IHOb on Monday morning, restaurant chains including Wendy's, White Castle and Whataburger (among others) have been mercilessly trolling the flapjack franchise on their Twitter accounts.
"Not really afraid of the burgers from a place that decided pancakes were too hard", Wendy's replied.
Meanwhile, another fast-food chain Denny's also joined the social media beef, referencing a Great Burger Wars and insinuating that IHOb's attempt to enter the burger competition would not last long.
It also added in a separate tweet: "Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool?"
One person responded with their own name change suggestion for the streaming platform, offering a tribute to actress Bette Midler with the name "Betteflix", to which Netflix responded with a Hocus Pocus GIF.
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