Absurdly Driven looks at the world of business with a skeptical eye and a firmly rooted tongue in cheek.
Corporations love social media.
Except, that is, when their own employees gleefully peddle company secrets as if they were mere snippets of gossip.
And so it is that IHOP may have had its wheeze of the week slightly scuppered.
Should you have been hiding from the world in a badger sett this week, you might not have heard that IHOP, the International House of Pancakes, claims to be changing its name.
Naturally, there was enormous speculation about what this little b might be.
The most obvious favorite was breakfast. Because, well, that's what IHOP does and, well, it's a struggling brand.
Yet could it actually be something more imaginative?
Well, if you really want to find out something about what's happening inside a business, Reddit is rarely a bad place to start.
And so it is that someone on Reddit asked for IHOP employees to spill the beans, the breakfast, the bacon or whatever that infernal b will be.
One apparently authentic employee, handle lumpsr, came forward.
Though lumpsr's post has now been deleted, Mashable captured its ingredients: "It's about burgers. We're coming out with a line of 100 percent Black Angus beef, hand pressed burgers. Had training on them this week and, I have to say, they're pretty good."
So there. The International House of Burgers.
Naturally, I did a little digging into all this and my sources tell me that the B for Burger revelation is accurate and that the b for bun will be a grilled b for brioche.
And then there was this.
Spoiler alert guys: its burgers. I work at IHOP. Come tip me. https://t.co/ceEiC2uDcK-- lexie swanson (@lexie_swanson) June 6, 2018
I asked IHOP whether any action might be taken against the Reddit revealer and will update, should I hear.
As for the name change, well, that may not be permanent.
Of course, this could all be confusing for IHOP diehards, who don't really see burgers as a breakfast kind of thing.
Perhaps, though, just like Starbucks, IHOP wants to extend its image beyond the bleary, early hours of the day.
But can it compete with the likes of McDonald's and its fresh beef Quarter Pounders?
Getting people to hear about it is a start.