I mean, it's pretty obvious what is going on here.
Bungie, in their ongoing plot for world domination, have sought to gain control in a new market: Pancakes.
Clearly, they're going to use IHOP as a delivery method for experimental genes and man-made viruses to contaminate IHOP customers and gain control of their body via the parasitic pancakes. And the best part: They didn't even hide it, they simply made it as obvious possible with the dual "7"'s, a trademark of their fearless attempts to rule the world. Nice job on that, by the way.
I for one will gladly consume these parasitic pancakes to better serve my Bungie overlords.