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BURGERS! IHOP reveals the mystery behind its news IHOb marketing campaign

IHOP said on Monday that it's temporarily changing its branding because the B stands for burgers.

It's only a marketing campaign. IHOP isn't changing its name. But the chain of breakfast diners took social media by storm last week with the cryptic announcement that it was flipping the lowercase "p" in its logo and making it a "b."

IHOP, of course, stands for International House of Pancakes. But IHOP — sorry, IHOb — wants to be known as a place to get lunch and dinner, not just breakfast and brunch. It's adding several burgers to its menu, including a Big Brunch burger with bacon, a fried egg and browned potato on top.

"We are definitely going to be IHOP," Darren Rebelez, president of IHOP, said. "But we want to convey that we are taking our burgers as seriously as our pancakes."

Rebelez isn't worried that people will be disappointed. He said some people were upset that IHOP would even consider tinkering with the name. But most fans figured out it was just a way to get people talking.

That clearly worked.

"The vast majority of people were having fun with the name change and were trying to solve the riddle. They had fun for a week trying to figure it out," Rebelez said.

America loves burgers, and IHOP wants to be a bigger player at lunch and dinner.

With this move, IHOP follows a recent trend of restaurant chains tapping into markets outside of their specialties. In March 2014, Taco Bell — known for its lunch and dinner options — rolled out a national breakfast menu. Three years later, coffee powerhouse Starbucks introduced lunch offerings in an effort to draw in more customers during lunch hours. And just this month, KFC announced plans to sell a vegetarian equivalent of its chicken to attract a new base.

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