Business & Tech

Here’s the deal with IHOP’s flip to ‘IHOb’

Alan Diaz/Associated Press

Perhaps IHOP should have changed its name to the International House of BS.

After a week of teasing about the switch from IHOP to IHOb, the venerable breakfast chain International House of Pancakes announced on Monday that it was changing its name to International House of Burgers.

But it’s starting to sound like it was all just a PR stunt to promote a new hamburger. A spokeswoman for IHOP confirmed on Monday that the “name change” was part of a promotion to launch the company’s new “ultimate steakburger” product. Spokeswoman Stephanie Peterson told the Globe that the past week’s social media announcements were part of the campaign, which also includes a burger-themed location in Los Angeles.

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But no, the chain is not changing the name on all of its roughly 1,700 locations, Peterson said.

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And as The Associated Press reported Monday afternoon, the pancake chain has been coy about how long the name-flip promotion would run, saying Monday that it was ‘‘for the time being.’’ Pressed for details, the company would not give an end date for IHOb.

The former breakfast food chain announced last week that it would change its name, losing the “pancakes” moniker and asking customers to weigh in on what the new name could be, leading to some interesting guesses: