Driving around the various routes and highways in New Jersey the past couple of months I noticed that iHop was trying to really show off their burgers to the car commuter crowd.
Now I remember being broke and in college, driving around late at night and looking for a sit down place where we could have a hot meal without breaking the bank. One year, for some reason, iHop was our spot. My friend would always get a cheeseburger. It was cheap and surprisingly not bad.
So, putting two together, when iHop announced that they'd be temporarily changing their name to "iHob" like it was this great mystery, I had a feeling it was a promotional tool for them to try and get customers excited about their burgers. I guess other people don't pay as much attention to billboards as I do (probably because they're too busy focusing on the road, psh, nerds) because people were a bit surprised that the "b" stands for burgers.