The Habit Burger Grill Teases In-N-Out with Playful Billboard Campaign After Winning Best Burger Title
California’s In-N-Out Burger has found itself the target of a cheeky billboard campaign following its recent dethroning as America’s best burger.
The Habit Burger Grill, a fellow West Coast chain, claimed the top spot in USA Today’s 2024 best fast-food burger rankings, surpassing In-N-Out’s iconic Double-Double. In response, The Habit launched a playful ad campaign celebrating its victory.
Billboards congratulating In-N-Out on its second-place finish have popped up across Southern California, with one prominent sign near Los Angeles International Airport reading, “Congrats on #2, In-N-Out,” accompanied by an image of The Habit’s winning Double Char burger. The advertisement sits directly across from an In-N-Out, adding to the rivalry’s visibility.
The Habit’s Double Char, which features two chargrilled beef patties, caramelized onions, and fresh toppings on a toasted bun, was crowned the best fast-food burger by USA Today’s readers in a poll released in July. In-N-Out’s Double-Double, a fan favorite known for its simple ingredients and signature spread, took second place.
The Habit’s lighthearted billboard campaign also extended to social media, where the company posted a humorous message celebrating In-N-Out’s runner-up status.
“Let’s take a beat to celebrate the silver medalists,” the post quipped.
This statement further fueled the good-natured rivalry between the two chains.
Despite the playful jabs, loyal In-N-Out fans were quick to defend the beloved chain. Many took to social media to praise the Double-Double, with some even claiming the campaign made them crave the burger more.
While The Habit may have won this round, In-N-Out remains a West Coast institution with nearly 400 locations and billions in annual sales. As both chains continue to expand, their rivalry — and the debate over which burger reigns supreme — is likely far from over.
USA Today, the Daily Mail, and CBS News contributed to this report.
