What is going on in the world of fast casual dining? Earlier this week, IHOP (the chain breakfast eatery), announced a new marketing campaign, teasing the week before by announcing it was temporarily changing its name to IHOB.

The big reveal was that the “B” stands for … burgers.

Well, that’s not where I thought it was going (bacon, breakfast, blueberries; there are lots of other “b” words that go along with breakfast foods). Of course, that’s not the point. The company is trying to branch out into its other non-breakfast fare, hence the burgers.

Who knows? Maybe they’ll be really good at burgers (or maybe they already are? I just usually get the pancakes, so I don’t know about the other menu items).

What this has led to, at the very least, is an amazing combination of fast food marketing and hilarious social media teams.

Take, for instance, Burger King. Or should we say, Pancake King.

The burger and fries joint – I’m not forgetting about the chicken sandwiches – responded by taking advantage of the hullabaloo and changed its name on Twitter to Pancake King to remind the world that it offers pancakes for breakfast.

Pancakes for burgers, burgers for pancakes. It’s a fast food Freaky Friday!

Burger Pancake King was not the only brand to respond with some savagery on Twitter (As a public service announcement, check out Wendy’s social media work. It’s impressive).

Whatever happens, the temporary name change for IHOP definitely put its name out there and got people talking. Whether or not the burgers are any good, it seems like the restaurant probably met its visibility goals.

Meanwhile, I’ll just stick to the chocolate pancakes. You let me know if you try the burgers.