Could it be marketing genius or one of the most talked about branding blunders brandished by a breakfast joint?

International House of Pancakes will continue serving flapjacks, but is emphasizing the beef after announcing Monday morning it has changed its name to the International House of Burgers.

The former leader in much needed hangover food has decided to enter into the burger joint business.

Dear Internet, we abbreciate your batience. Now let's see who guessed right. B-hold!!!!! #IHOb pic.twitter.com/Fh3SkZ7s3Y— IHOb (@IHOb) June 11, 2018

Dear Internet, we abbreciate your batience. Now let's see who guessed right. B-hold!!!!! #IHOb pic.twitter.com/Fh3SkZ7s3Y

Although people had been predicting the change for days.

According to the restaurant's website, IHOP traces its roots back to the opening of the first International House of Pancakes restaurant in 1958 in Toluca Lake, Calif. As of 2016, there were 1,695 locations worldwide.

But now iHOb will serve black angus beef burgers. Starting at $6.99, folks can get one of their new burgers with a drink and endless fries. It looks like there will seven different types of burger.

With the 8:30 a.m. announcement, Twitter let out a collective "What?!"

International House of... BURGERS!? Definitely didn't see that one coming. @MorganBurgerTV #IHOb pic.twitter.com/oBsmh268RK

IHOP to International House of Burgers?? Really So wasn't ready for that! #IHOP #IHOB #sad— Shanon DeLoera (@shanondeloera) June 11, 2018

IHOP to International House of Burgers?? Really So wasn't ready for that! #IHOP #IHOB #sad

Burgers???? Really??? The breakfast ICON that was IHOP is now the international house of burgers??? https://t.co/NkCSjyDWQg— Victoria Pérez (@victoeriaa) June 11, 2018

Burgers???? Really??? The breakfast ICON that was IHOP is now the international house of burgers??? https://t.co/NkCSjyDWQg

Some people are saying that IHOB was ill-conceived. Will the newest burger joint contender be able to carry its brand through such online ire?

@IHOb With the name change, IHOb-International House Of Burgers, you now become just another burger joint.



I cannot imagine why you thought abandoning the iconic name, IHOp International House of Pancakes, was a good idea?— Carla Aiello (@BlueSkyz22) June 11, 2018

@IHOb With the name change, IHOb-International House Of Burgers, you now become just another burger joint.



I cannot imagine why you thought abandoning the iconic name, IHOp International House of Pancakes, was a good idea?

Your marketing team needs to be fired...ASAP.— Nicole (@Littlebethell) June 11, 2018

Your marketing team needs to be fired...ASAP.

@IHOb International House of Burgers? You threw in with a million burger joints out there, meanwhile you had cornered the market on breakfast and owned pancakes. It will be back to IHOP before the year is up.— Forever Blueshirts (@4EverBlueshirts) June 11, 2018

@IHOb International House of Burgers? You threw in with a million burger joints out there, meanwhile you had cornered the market on breakfast and owned pancakes. It will be back to IHOP before the year is up.

But in the end, it's just some strange news.

ihop changing their name to ihob isn't even in the top 20 of the most bizarre things to happen so far in 2018 which really shows you what kind of year it's been— RyansAverageLife (@RyanAbe) June 10, 2018

ihop changing their name to ihob isn't even in the top 20 of the most bizarre things to happen so far in 2018 which really shows you what kind of year it's been

Proof that we're all living in the Truman Show and someone hired the SNL writers to script 2018. https://t.co/DCQhUrvX0V— Jeanna Smialek (@jeannasmialek) June 11, 2018

Proof that we're all living in the Truman Show and someone hired the SNL writers to script 2018. https://t.co/DCQhUrvX0V