(RNN) - IHOP revealed Monday what the "b" in its new "IHOb" marketing campaign stands for - it's burgers.
"Not really afraid of the burgers from a place that decided pancakes were too hard," tweeted the Wendy's official account.
They weren't done, adding, "Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool? Like that, but our cheeseburgers are still better."
Whataburger chimed in, too.
Denny's dropped some subtle shade in its feed.
IHOP has been teasing its so-called name change for a week, flipping the "P" to a lowercase "b." President Darren Rebelez made the announcement on "Fox & Friends"
"We're always going to have pancakes on the menu. We're always going to be IHOP," he said moments after saying they weren't IHOP. "But America loves burgers, and America loves IHOP. And we thought this was a fantastic combination."
The restaurants already had burgers. But these are new 'Ultimate Steakburgers," the website stated, with "all-natural, 100 percent USDA choice black Angus beef."
The rollout on social media, where much of the interest appeared, did not go smoothly.
The official account's background image proudly proclaimed "Burgers" but didn't provide a tweet explaining the changes. Its bio was changed to "Burgers so burgerin' good, we changed our name to IHOb. For burgers."
The IHOP/b website still proclaimed the announcement was 30 minutes away at 8 a.m. ET. Then the tweet dropped at 8:10.
People on Twitter weren't impressed.