With US breakfast chain IHOP changing its name to IHOb - International House of Burgers - a new king of pancakes has emerged to claim its crown.
In an attempt to mock IHOb's new branding, fast-food chain Burger King has changed its social media accounts to reflect its new title: Pancake King.
The fast-food giant changed its logo in its Facebook and Twitter profile photos on Tuesday (June 12) from Burger King to Pancake King, even editing the logo to reflect the words sandwiched between pancakes instead of burger buns.
This comes after IHOP announced on Monday that it would be changing its name to expand its market image beyond breakfast in the US.
Breakfast lovers across the US reacted in outrage, even prompting IHOb's newest rivals, including Burger King and Wendy's, to taunt the American breakfast chain.
On Monday, Wendy's tweeted: "Not really afraid of the burgers from a place that decided pancakes were too hard."
It also added in a separate tweet: "Remember when you were like 7 and thought changing your name to Thunder BearSword would be super cool? Like that, but our cheeseburgers are still better."
Meanwhile, another fast-food chain Denny's also joined the social media beef, referencing a Great Burger Wars and insinuating that IHOb's attempt to enter the burger competition would not last long.
Other US chains, including Waffle House, also mocked the name change, saying: "Even though we serve delicious burgers... we know our roots."
Even non-food companies have joined in on the social media mockery of IHOb. Netflix US tweeted: "brb changing my name to Netflib."