In 2018, IHOP tested a rebrand to IHOB to emphasize its burgers alongside pancakes, sparking the question: did IHOP change its name?
The chain temporarily adopted IHOB for several months during a marketing campaign before reverting to IHOP. The change was not a permanent corporate renaming but a short-lived experiment. Later, IHOP expanded delivery through a separate brand called Flippin’ Delivers, which operates delivery-only kitchens without a public-facing dining brand. This overview clarifies the temporary name shift, the reason for the test, and the current naming and brand structure.
IHOP’s 2018 Name Test to IHOB
What happened and why
In June 2018, IHOP announced it would temporarily rename its locations IHOB, or International House of Burgers, to reposition the brand around burgers and broaden its menu perception. The change was experimental and limited to company-owned restaurants in select markets for a few months. The goal was to see whether the IHOB branding could drive traffic and trial of new items without permanently abandoning the IHOP identity. After the test period, the chain restored the IHOP name while maintaining menu innovations and a continued focus on both breakfast and burgers.
| Name/Marketing Initiative | Verified Detail | Source Type |
|---|---|---|
| IHOB test (International House of Burgers) | June 2018 to late 2018; company-owned restaurants in select markets | Corporate announcements |
| IHOP name restoration | Reverted to IHOP after the test; menu changes retained | Corporate statements |
| Flippin’ Delivers | Delivery-only brand launched after the IHOB test, separate from the IHOP brand | Company disclosures and news reports |
| Corporate naming ownership | IHOP Restaurant, Inc./DineBrands Global; parent of multiple concepts | Corporate filings and public records |
Why the Confusion? Marketing Moves and Public Perception
The IHOB experiment generated widespread discussion because the move appeared to signal a potential name change, not just a promotional campaign. News headlines amplified the uncertainty, leading many to ask whether IHOP changed its name. In reality, the shift was a controlled, short-term test that did not alter the legal or primary brand. IHOP maintained its core identity throughout, and the reversion clarified that the long-term name remained IHOP while allowing the chain to experiment with a burger-forward image.
Delivery-Only Brand: Flippin’ Delivers
To grow delivery without altering the IHOP dining experience, IHOP launched Flippin’ Delivers, a delivery-only kitchen concept. Under this model, orders are prepared in dedicated facilities that do not operate as traditional restaurants, enabling faster delivery in select areas. This approach lets IHOP expand its reach without changing the main IHOP brand or customer expectations about the in-restaurant experience.
- Separate delivery-only kitchens under the Flippin’ Delivers banner
- Not a rename of IHOP, but a parallel delivery strategy
- Limited geographic availability; not a full chain-wide replacement
Current Brand Status and What to Expect
As of now, the primary brand is IHOP. There is no permanent rename to IHOB or any other public-facing chain-wide name. Future marketing tests may introduce temporary variations, but the company’s core identity remains IHOP. Customers can expect consistent menus, branding, and experiences under the IHOP name, along with potential limited experiments that help inform long-term strategy without committing to permanent changes.
Key Takeaways
IHOP tested the name IHOB in 2018 as a temporary marketing experiment and later restored IHOP. The chain launched delivery-only kitchens under Flippin’ Delivers to serve customers in specific areas without rebranding the main restaurants. No lasting name change has occurred, and the official brand remains IHOP.