IHOP explained why it underwent a fake name change last month, when it briefly called itself IHOb. “We take our burgers as seriously as our pancakes,” it said, explaining
why it substituted a "b" for burgers for the "P" for pancakes in its name. But while its president has no doubts, the company has yet to disclose whether its gambit, which promoted its
lunch and dinner business, enhanced its bottom line.
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