Burger King edited its logo on Facebook to reflect the words "Pancake King" sandwiched between pancakes instead of burger buns, in a taunt at IHOP's name change to IHOb - International House of Burgers.
In response to IHOP's temporary logo rebranding as IHOB - the "P" for pancakes is now "B" for burgers because the California chain really wants you to know its burgers are every bit as good as the breakfast fare it has served for 60 years - Burger King has rebranded itself, too.
Haley added that "we've pancaked pancakes for 60 years now so it's the ideal time to start burgerin" burgers, and we're kicking it off by flipping the "p" in IHOP to a "b' for burgers".
Wendy's threw some shade as well, responding to a user who asked if the chain felt threatened by IHOP's new burgers.
"Sorry, old Burger King can't come to the phone right now." the chain tweeted - a clear reference to Swift's song "Look What You Made Me Do".
The announcement went viral, with customers freaking out over the rise of the burger over their beloved pancakes.
International House of Pancakes touts its burgers above its tabletop pancake syrup offerings at a Sunset Drive IHOP on June 12, 2018.
Another person wrote: "Born too late to explore the world".
IHOP's president, Darren Rebelez, told Business Insider on Monday that he was unconcerned by other chains' jabs. "Born just in time to watch the personifications of fast food restaurants interact with each other on social media".