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Wendy’s Shades IHOB Over Burger Rebranding: ‘Pancakes Were Too Hard’?

Iconic burger chain says it’s ready to compete with restaurant formally known as IHOP

On Monday, the International House of Pancakes came in for some withering Internet shade after announcing they would be rebranding as the International House of Burgers (or IHOB.)

But nobody was quite as nasty as their new-found competitor, Wendy’s, whose social media wrath has lately become legendary.

“Not really afraid of the burgers from a place that decided pancakes were too hard,” scoffed the iconic burger maker to a Twitter fan who asked if they were worried.

After a brief period teeing up the news, the pancake staple made the name change official, joining a crowded and fiercely competitive burger market. As Forbes pointed out, the brand has been flagging among younger generations in recent years and is looking to expand to a portfolio beyond breakfast and more in-line with the direction of the American diet (and away from sugar-soaked carbs).

Though primarily known for their hamburgers, the Wendy’s social media account has punched above it’s weight in recent months. The burger chain was the focus of request for chicken nuggets from a fan whose tweet had now become the most retweeted on the platform.

The International House of Burgers did not immediately respond to request for comment from TheWrap.