Yes, that is the new name for popular restaurant chain IHOP or formerly International House of Pancakes.
The "b" in the name is to promote its new line of burgers.
In the UAE, a customer service representative from one of six outlets in the emirates told Gulf News that there was yet no official correspondence from management on the name change.
As of Monday, #ihob was trending on Twitter, with more than 13,400 tweets.
Many expressed shock and disappointment at the name change, with a lot of people calling it a "bad decision".
The B in IHOB stands for “Bad Decisions”— Jon "Jon Baker" Baker (@JonBaker) June 11, 2018
ihob is the biggest disappointment of 2018, catch me at denny’s— Bryana Salaz (@bryanasalaz) June 11, 2018
iHOPE that iHOB changes its name back to iHOP— Tristan Tales (@tristantales) June 11, 2018
And here's what burger chain Wendy's has to say about their newest competition:
Not really afraid of the burgers from a place that decided pancakes were too hard.— Wendy's (@Wendys) June 11, 2018
Some celebrities also have poked fun at the name change.
IHOb is the guy who gets a face tattoo of the girl’s name after 1 date— christine teigen (@chrissyteigen) June 11, 2018
Between net neutrality ending & IHOP becoming IHOB because 2018 it’s safe to say this day is officially shot to Hell— Sinéad de Vries (@SineaddeVries) June 11, 2018
Where is my commemorative IHOb pasepall cab— Jenny Nicholson (@JennyENicholson) June 11, 2018