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Now that news of IHOP’s new burger menu has officially been revealed, critics on social media are officially hating it.

Almost immediately after IHOP president Darren Rebelez revealed news that the “b” in the restaurant’s temporary new name — IHOb — will stand for “burgers,” Twitter users began blasting the move as an “epic failure” and calling for the creative team behind the idea to be fired.

Others, meanwhile, were predicting that the new strategy would fail — and even bankrupt the company.

The article goes on to state the following:

‘IHOP declined to comment on the backlash, but told Fox News that fans have been “incredibly engaged” since the name change was announced.

“We knew we had to be bold in order to shift perceptions that IHOP can only do a great breakfast — the tounge-in-cheek name change speaks to the fact that we’re just as serious about our burgers as we are about our pancakes,” the company said.

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