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Burger King has changed its name to 'Pancake King' to mock IHOP's rebrand as IHOb

Business Insider logoBusiness Insider 2018-06-13 Kate Taylor

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(Video provided by Fox News)

a sandwich sitting on top of a table © Facebook/Burger King

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 chains.

Later Monday, Burger King also rolled out a new name: Pancake King.

The burger 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 that IHOb could borrow, "Pancake King" responded with a Taylor Swift-inspired allusion to its new identity.

"Sorry, old Burger King can't come to the phone right now..." the chain tweeted - a clear reference to Swift's song "Look What You Made Me Do."

a screenshot of a cell phone © Twitter

Customers 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.

Another person wrote: "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."

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.

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