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It was last week that IHOP, the International House of Pancakes, announced it would be rebranding itself to IHOb. The speculation was that the restaurant chain would go from pancakes to breakfast which would, of course, make sense because it wasn’t too big a stretch and, you know, it would still remain in the same food family. But, no. Instead, the company announced they were “flippin’ from pancakes, pancakes, pancakes to burgers, burgers, burgers,” which had everyone flippin’ out.

While IHOP’s customers are confused as hell, their competitors are relishing this change. They’re taking advantage and roasting the hell out of the chain. And it’s been amazing.

Burger King went all out and changed everything, from Facebook to Twitter.

Wendy’s was in fine cutting form, as expected.

A&W was just as baffled as the rest of us.

Waffle House are sticking with what they’ve got.

As is U.S. chain Whataburger.

But White Castle is making some changes too.

MoonPies are going to stay MoonPies, thank you very much.

And PopTarts, just leave them alone.

Steak-umm, on the other hand, is willing to change it up too.

As is Hot Pockets.

DiGiorno? Sure, why not?

Hmm, Qdoba’s change actually works.

And Denny’s is just going to sit back and enjoy this.

Now, keep in mind, when the company announced their transition, they did note in their announcement that the name change wasn’t permanent and “just for the time being.” And, naturally, it’s all in the name of marketing as the chain promotes seven new burgers the restaurant is adding to its menu. And you have to give it to them, it’s working. No one has talked about IHOP/IHOb this much in a long, long time. Hmm, maybe not so ridiculous after all.

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