If you were looking for IHOP's Twitter account (as this reporter was), you'll find nothing but a ghostly image of the past, and you'll be redirected to the new IHOb account, as the company officially renamed itself Monday morning.
The former leader in much needed hangover food has chose to enter into the burger joint business.
"The change, in fact, celebrates the debut of the brand's new Ultimate Steakburgers", the company said in a press release about the seven new all-natural burger varieties.
Proof that the chain can't get away from its pancakes and breakfast, one of the new hamburgers is the Big Brunch, essentially breakfast on a burger: hickory-smoked bacon, a fried egg, a crispy browned potato, American cheese.
Asked by a consumer if the burger chain planned to cede its market to the new IHOB, Wendy's later replied, "Not really afraid of the burgers from a place that decided pancakes were too hard".
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Brooklyn-based PR expert Eric Yaverbaum calls the name change "something of a head-scratcher" since IHOP is one of the strongest brands in the United States, and has spent decades dominating the breakfast diner sector, often without regional competition.
Some people felt that maybe it'd try and get fancy and go with "brunch", which also makes sense.
But in the end, its just some odd news.
Though Haley said he is optimistic about the outcome of the rebranding effort, some are skeptical of how successful the tweak will be.
"There are many other brands that are owning the burger space, ' said Allen Adamson, a co-founder of marketing strategy firm Metaforce". They started firing off blistering tweets when the announcement was made.
Now IHOb just has to ride out the Twitter sarcasm wave and reap the hoped-for rewards.