Burger King is the latest fast food chain to rip into IHOP's much-publicized name change to IHOb. The popular dining establishment is shifting their culinary focus away from breakfast food, rebranding themselves as a restaurant who also specializes in meals suitable for both lunch and dinner. 

Taking to social media, Burger King changed their Twitter handle to read "Pancake King," an obvious jab at their newfound competitor. The company also shared their altered logo on Facebook, infiltrating algorithmic feeds with their acerbic faux-rebrand. 

One user tweeted Burger King sarcastically wondering if they could lend IHOb one of their grills, prompting the company the write "sorry, old Burger King can’t come to the phone right now...," referencing a memorable line from Taylor Swift's single "Look What You Made Me Do."

IHOb seemingly opened an echo chamber reverberating with a ceaseless stream of caustic quips and humorous memes upon announcing their name change; sometimes, the best publicity is any publicity.