Billboards mocking California’s In-N-Out have been seen around town just months after another local burger chain dethroned it as America’s best.
Habit Burger Grill, which has 380 restaurants located primarily on the West Coast with a few locations on the East Coast, became the country’s burger champion in July.
But in recent days, residents of the Golden State have noticed “congratulations” signs specially placed throughout Southern California by The Habit.
‘Congratulations on number 2, In-N-Out,’ says one of the most popular boards located near Los Angeles International Airports.
‘Congratulations on number 2, In-N-Out,’ says one of the most popular boards located near Los Angeles International Airports.
According SF Gatethe particular ad is located above a tattoo parlor on Sepulveda Boulevard, right across from an In-N-Out.
But these messages aren’t the only parts of The Habit’s bold campaign.
The burger chain also ran a full-page newspaper ad and created a Hollywood-style promotional video with Jimmy Kimmel Live.
The Habit’s Double Char burger took first place according to USA todayrunner-up being In-N-Out’s Double Double.
The Double Char comes with two thick beef patties, caramelized onions, lettuce, tomato, pickles, and a toasted bun.
The particular sign is located above a tattoo parlor on Sepulveda Boulevard, right across from an In-N-Out.
The burger chain also ran a full-page newspaper ad and created a Hollywood-style promotional video with Jimmy Kimmel Live.
Habit Burger Grill, which has 380 restaurants located primarily on the West Coast and with a few locations on the East Coast, became the nation’s burger champion in July.
Originally known as Hamburger Habit, The Habit opened its first restaurant in 1969 in Santa Barbara, which is just over 94 miles northwest of downtown Los Angeles.
It distinguished itself from other chains by advertising how it grilled burgers over an open flame instead of a flat-top griddle, giving its burgers a more homemade flavor.
‘We love food cooked to order, grilled over an open flame for that authentic, smoky flavor our fans love. However, it’s not just about the taste. It’s about the whole experience,” said Jason Triail, director of culinary innovation at The Habit. SF Gate.
In 1976, Brent Reichard worked at the original Habit Burger at age 16, and four years later he bought the restaurant with the help of his brother Bruce, according to the Santa Barbara Independent.
BurgerFi’s BBQ Rodeo Burger took third place, while burgers from Jack in the Box and Five Guys rounded out the top five on USAToday’s list.
Pictured: Habit Burger Grill’s Double Char burger, which was ranked the number one fast food burger by USA Today.
Pictured: In-N-Out’s Double Double along with an order of fries and a drink. This burger came in second place.
The two brothers ran an increasing number of restaurants over the decades until Yum! Brands acquired The Habit in March 2020. The Reichards sold the remaining eight restaurants to Yum in December 2021.
Yum also owns KFC, Taco Bell and Pizza Hut.
The Habit, which is more than 20 years younger than In-N-Out, has yet to catch up to its competitor in terms of physical footprint and sales.
Although In-N-Out focuses almost entirely on the West Coast, it still has nearly 400 locations, about 20 more than The Habit.
In-N-Out also had about $1.8 billion in sales in 2022, according to an estimate from restaurant business.
The habit recorded $661 million in systems sales during the same period, representing the smallest segment of its parent company’s revenue streams.