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Burger King Changes Name to ‘Pancake King’ in Brilliant Move Inspired by IHOP’s Rebrand to ‘IHOb’

A marketing win for all.

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BY Kate Taylor - 12 Jun 2018

PHOTO CREDIT: Getty Images

  • IHOP said on Monday that it had changed its name to IHOb to promote the debut of its new burgers.
  • Burger King poked fun at the rebrand by changing its name to "Pancake King" on Twitter and Facebook.
  • "If we have other people in the world of burgers commenting on our burgers, it can only help," IHOP's president told Business Insider.

IHOP's burger-centric rebranding as IHOb has inspired some mockery from fast-food chains.

Now, Burger King has taken a direct shot at the breakfast chain's revamp.

Last week, IHOP, the International House of Pancakes, announced it would change its name to "IHOb," flipping the "P" to a "b." On Monday, IHOP announced that the "b" stood for burgers, sparking some backlash from other burger brands.

Later on Monday, Burger King rolled out its own new name: Pancake King. The chain, which serves pancakes for breakfast, changed its name on its social media channels and updated photos to put more emphasis on pancakes instead of its famous Whoppers.

When one Twitter user asked whether Burger King had a grill IHOb could borrow, Pancake King responded with a Taylor Swift-inspired allusion to its new identity. The fast-food chain tweeted: "sorry, old Burger King can't come to the phone right now..." in a clear reference to Swift's song "Look What You Made Me Do."

Screen Shot 2018 06 12 at 10.11.09 AMTwitterCustomers were quick to celebrate the rise of Pancake King.

"A team of people went to school for years and collectively paid hundreds of thousands of dollars -- if not more so they could present us with this marketing masterpiece," one person commented on Facebook.

"Born too late to explore the world. Born too early to explore the universe. Born just in time to watch the personifications of fast food restaurants interact with each other on social media," another wrote on a picture on the "Pancake King" Facebook page.

IHOP doesn't seem to mind the mockery much.

"If we have other people in the world of burgers commenting on our burgers, it can only help," IHOP's president, Darren Rebelez, told Business Insider on Monday.

This post originally appeared on Business Insider.