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17h ago

Habit Burger Escalates Billboard Taunt at In-N-Out After USA Today Poll Upset

The stunt follows Habit’s topping of USA Today reader polls, highlighting In-N-Out’s slip to fourth as it moves key operations toward Tennessee.

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The Habit Burger & Grill is celebrating its win in USA Today’s 10Best Readers’ Choice Awards with a billboard near Los Angeles International Airport. (Image courtesy of The Habit Burger & Grill)

Overview

  • Habit reused its LAX billboard to mock In-N-Out’s fall to fourth place in the latest USA Today 10Best reader rankings by crossing out “#2” and penning in “#4.”
  • CMO Jack Hinchliffe joked that reusing the billboard saved on “postage to Tennessee,” a jab at In-N-Out’s planned shift of corporate functions to Nashville.
  • Habit led USA Today reader polls with wins for Best Fast Casual Restaurant, Best Fast Food Burger (Double Char), and Best Fast Food Side (Tempura Green Beans).
  • In-N-Out is preparing to consolidate its Irvine headquarters, return to Baldwin Park, and open an eastern hub near Nashville while planning 35 new restaurants.
  • Owner Lynsi Snyder’s announcement of her personal move to Tennessee has fueled customer backlash and media scrutiny of the brand’s California future.