The IHOb meme emerged in June 2018 when the famous International House of Pancakes (IHOP) announced a mysterious name change to IHOb, later revealed to stand for International House of Burgers. The internet erupted in a mix of confusion and mockery, as competitors like Wendy’s and Burger King joined the fray to roast the brand's identity crisis. While the rebrand was a temporary marketing stunt to promote their new line of Steakburgers, it became a permanent fixture in internet culture as a symbol of dramatic corporate pivots. Today, the IHOb template is used to satirize major identity shifts, disappointing reveals, or the absurdity of a pancake house focusing on burgers.