• IHOP said on Monday that it had changed its name to IHOb to promote the debut of its new burgers.
  • Burger King poked fun at the rebrand by changing its name to "Pancake King" on Twitter and Facebook.
  • "If we have other people in the world of burgers commenting on our burgers, it can only help," IHOP's president told Business Insider.

Now, Burger King has taken a direct shot at the breakfast chain's revamp.

Last week, IHOP, the International House of Pancakes, announced it would change its name to "IHOb," flipping the "P" to a "b." On Monday, IHOP announced that the "b" stood for burgers, sparking some backlash from other burger brands.

Later on Monday, Burger King rolled out its own new name: Pancake King. The chain, which serves pancakes for breakfast, changed its name on its social media channels and updated photos to put more emphasis on pancakes instead of its famous Whoppers.

When one Twitter user asked whether Burger King had a grill IHOb could borrow, Pancake King responded with a Taylor Swift-inspired allusion to its new identity. The fast-food chain tweeted: "sorry, old Burger King can't come to the phone right now..." in a clear reference to Swift's song "Look What You Made Me Do."

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Customers were quick to celebrate the rise of Pancake King.