Habit Burger updates In-N-Out billboard after ranking shift

Habit Burger updates its LA billboard to reflect In-N-Out’s fall to fourth in USA TODAY rankings, continuing a playful rivalry.

Habit Burger Targets In-N-Out With Updated Billboard After Ranking Drop

Habit Burger & Grill updated its billboard near Los Angeles International Airport to taunt In-N-Out after USA Today ranked In-N-Out fourth in the annual 10 Best fast-food burger list. The sign retains last year’s design, but the previous “#2” is crossed out and replaced with “#4.” Habit, which recently earned top marks for its Double Char and for best fast casual restaurant and side dish, framed the ranking change as a marketing moment. The billboard sits directly across from an In-N-Out on Sepulveda Boulevard, a high-visibility spot in LA’s fast-food scene.

The stunt is part of Habit’s broader campaign against rivals, including mobile billboards near Chipotle, Five Guys, Shake Shack and Panera Bread after those chains appeared in USA Today’s rankings. Habit’s chief marketing officer, Jack Hinchliffe, said in a press release that the company reused the billboard to save postage. In-N-Out did not respond to a request for comment. The piece also notes California business moves, including In-N-Out’s plan to expand east into Tennessee and other California brands relocating operations to states with perceived business-friendly climates.

This is branding as theater. A smaller chain uses a familiar California identity to punch above its weight in a crowded market. The tactic thrives when rankings are widely read and social sharing amplifies a billboard stunt. Habit gains visibility and taps into a public rivalry, even if the ranking isn’t a precise measure of quality. The broader playbook—targeting multiple rivals—raises the stakes for brand recall in a sector where taste often competes with appetite for controversy.

The larger business context matters. In-N-Out’s move toward Tennessee highlights a trend of firms seeking cost and policy relief beyond California, signaling that placement decisions can be as influential as menus. The clash between a legacy brand and a regional challenger mirrors how policy costs and location strategy shape consumer perception, not just price. The risk is that fans see it as petty, potentially eclipsing the food itself in public discourse.

Highlights

The branding war shows how marketing and location politics shape consumer choice.