Squash The Beef: Habit Burger & Grill Hosts Reconciliation Burger Bash for In-N-Out Burger Fans
This past weekend, Habit Burger & Grill demonstrated that the love for great burgers can bridge even the fiercest of rivalries. The brand hosted the “Squash the Beef” event, inviting In-N-Out Burger fans to join them in a celebration of California’s iconic burger culture.
The event was inspired by Habit Burger’s recent congratulatory billboards for In-N-Out Burger, recognizing their Double Double’s second-place ranking in USA Today’s 10Best Readers’ Choice Awards.
What began as playful marketing quickly sparked an online debate, with fans from both sides passionately defending their burger loyalties. To turn the conversation in a positive direction, Habit Burger offered fans a free meal, including a Double Charburger, fries, and a drink.
Uniting Fans Over Burgers
Habit Burger published an open letter to In-N-Out fans in the Los Angeles Times, acknowledging the intensity of the rivalry and expressing a desire to celebrate what unites Californians: great burgers.
The letter stated, “The TWO best burgers in the country are both from right here in California… So we’re calling a truce.”
The event, held in Los Angeles, drew 300 attendees, including fans, local influencers, and a DJ team from iHeartMedia. Guests enjoyed complimentary meals and a lively celebration of California’s rich burger heritage.
A Lighthearted Approach to Marketing
Jack Hinchliffe, CMO of Habit Burger & Grill, explained the rationale behind the event: “With all the love (and heated opinions) Californians have for In-N-Out Burger, we knew our billboards would ruffle a few feathers. We decided to spread joy by literally giving away burgers to start the healing… and the eating.”
The reconciliation effort underscored the inclusive spirit of California’s burger culture, with Habit Burger highlighting the shared passion for high-quality, flavorful meals.
About Habit Burger & Grill
Founded in 1969 in Southern California, Habit Burger & Grill is celebrated for its signature Charburgers cooked over an open flame. In addition to burgers, the menu includes handcrafted sandwiches, fresh salads, and indulgent shakes, offering something for everyone.
With over 385 locations across 14 states and internationally, Habit Burger continues to expand while maintaining its commitment to fresh, California-inspired flavors.
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