When IHOP first announced they were changing their name to IHOb (International House of Burgers) their patrons, the internet, and their competitors went in on the iconic pancake chain.
The pancake giant is offering short stacks for 60 cents on July 17, 2018 from 7am to 7pm nationwide.
Star of 'Borat' and 'Bruno' returns satirical gaze to US
Baron Cohen is also said to be attached to a project called Greed, about the lavish lifestyles of the super rich. Behind the elaborate setup is a genuine quest for the truth about people, places and politics .
Heartbroken Twitter users expressed their confusion, but as IHOP said in a tweet, "We just had some burgers to bromote".
In June, IHOP changed its name to IHOb to promote its burger line.
Prior to the IHOb campaign, 19% of USA adults said they had talked about the chain in the past two weeks. And, IHOP never took pancakes off the menu.
"It remains to be seen whether the buzz will translate to people being more likely to consider dining at IHOP", according to Business Insider.