IHOP announced Monday that its new name, “IHOb,” would be around “for the time being” while the chain promotes its new menu items: A selection of burgers so epic — so they advertise — that it warranted a name change.
“Burgers are a quintessential, American menu item so it makes perfect sense that IHOP, one of the most iconic, all-American comfort-food brands in the world, would go over the top to create a delicious line-up of quality burgers that hit the spot any time of day,” Chef Nevielle Panthaky, Head of Culinary at IHOb said in a statement.
Among the seven new “Ultimate Steakburger” options is the Big Brunch burger, complete with fried egg, hickory-smoked bacon and crispy browned potatoes. Yet IHOP somehow missed the opportunity to add a Bellini to sip alongside it.
Burgers have been offered by IHOP in the past — including sliders — but this is the first time the eatery unrolled an entire campaign dedicated to them.