Burger King's little publicity stunt this week has sent the internet into a state of tears, disbelief and utter confusion. After rolling out their new reduced-fat, reduced-calories "Satisfries" back in September and planting giant "Wi-Fries" throughout city streets, the fast food chain made the next push to fully re-brand themselves.

Taking to their social feeds, the company trolled Twitter and Facebook fans worldwide, announcing their name change from "Burger King" to "Fries King." Unsurprisingly, many fans of the "former" burger joint were appalled:

That's DUMB AS HELL “@BurgerKing: Fries so good, they’ve inspired a new era. BURGER KING® is now #FRIESKING! pic.twitter.com/wJwMJyZxYQ” — !CrazyRay! (@drunkbysix) October 2, 2013

@BurgerKing NO FCKING WAY — savanna (@aIItooweII) October 1, 2013

While others were simply tickled.

So Burger King just snoop dogged itself and is now reincarnated as fries king #FRIESKING — trill.i.am (@cmartin429) October 2, 2013

Of course, the obligatory threat of friendly arson was made.

@BurgerKing I'm going to burn the building down :)))) — _ (@illestjdb) October 4, 2013

While it's quite clear Burger King's PR move is all tongue-in-cheek, that hasn't stopped them from revamping their website's logo, actual signboards, product packaging and employee uniforms with "Fries King." The company stated in a release on Thursday that select locations in Los Angeles, Chicago and Miami will operate under "Fries King" for a limited time.

H/T USA Today PicThx Burger King