In-N-Out mocked with blunt billboard message after losing America’s best burger title

Billboards can be seen around town mocking California’s In-N-Out, just months after it was dethroned as America’s best by another local burger chain.

The Habit Burger Grill, which has 380 restaurants located primarily on the West Coast and a few locations on the East Coast, became the nation’s burger champion in July.

But in recent days, locals in the Golden State have noticed “congratulatory signs” posted by The Habit mainly in Southern California.

“Congratulations on #2, In-N-Out,” reads one of the most popular signs near Los Angeles International Airports.

According to SFGatethe specific ad is above a tattoo parlor on Sepulveda Boulevard, directly across the street from an In-N-Out.

But these messages aren’t the only parts of The Habit’s brazen campaign.

The burger chain also published a full-page newspaper ad and created a Hollywood-style promo video featuring Jimmy Kimmel Live.

The Habit’s Double Char burger was ranked first USA todaywith number two being Double Double from In-N-Out.

The Double Char comes with two thick beef patties, caramelized onions, lettuce, tomato, pickles and a toasted bun.

The specific ad is above a tattoo parlor on Sepulveda Boulevard, directly across the street from an In-N-Out

The burger chain also published a full-page newspaper ad and created a Hollywood-style promo video featuring Jimmy Kimmel Live

The Habit Burger Grill, with 380 restaurants mainly on the West Coast and a few locations on the East Coast, became the nation’s burger champion in July

Originally known as the Hamburger Habit, The Habit opened its first restaurant in 1969 in Santa Barbara, just over 90 miles northwest of downtown Los Angeles.

It differentiated itself from other chains by advertising grilling patties over an open flame rather than on a flat-top griddle, giving their burgers a more homemade taste.

‘We’re all about food cooked to order, grilling over an open flame for that authentic, smoky taste our fans love. However, it’s not just about the taste. It’s about the entire experience,” says Jason Triail, The Habit’s director of culinary innovation SFGate.

In 1976, Brent Reichard worked at the original Habit Burger at the age of 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: The 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 next to an order of fries and a drink. This burger came in second place

The two brothers ran the growing number of restaurants for 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 is more than 20 years younger than In-N-Out and still has some catching up to do with its competitor in terms of physical footprint and sales.

Although In-N-Out is almost entirely concentrated on the West Coast, it still has nearly 400 locations, about 20 more than The Habit.

In-N-Out also had revenues of about $1.8 billion in 2022, according to an In-N-Out estimate. Restaurant business.

The habit included $661 million in system sales over the same period, representing the smallest segment of the parent company’s revenue streams.