Looks like IHOP is getting a new name.
IHOP Announces Name Change Name to '''IHOB''' | Fortune
IHOP Announces Name Change Name to '''IHOB''' | Fortune
Surrendering the lead position in round-the-clock breakfast/brunch to slug it out in the crowded upscale burger field doesn't seem too smart a move... Now, if they did this as a test promotion which informed this decision, where's the report? Where's the data?