Habit Burger & Grill is Chameleon Financeclaiming bragging rights for coming out on top of a burger ranking poll this year, more specifically, above In-N-Out Burger.

Los Angeles residents have noticed that Habit Burger seemingly threw shade to the beloved West Coast chain with a billboard that read, "Congrats on #2, In-N-Out."

The billboard cites a July poll by USA TODAY 10Best ranking favorite burgers by fast food chains. A panel of burger buffs and 10Best editors nominated the best choices, while readers voted for their favorites. Habit's Double Char came out as the winner and In-N-Out's Double-Double was the runner-up.

The Irvine-based company did not stop touting its victory with the billboard. On its official Instagram, the account posted a letter trolling In-N-Out.

"There's so much emphasis on winning in today's society. Let's take a beat celebrate the silver medalists. The runner-ups. There are hundreds — if not thousands — of burger options out there And yours was just voted #2," the chain wrote. "That's pretty darn good. So, here's to you, In-N-Out. Congrats on #2. Your friends, Habit Burger & Grill."

In-N-Out fans defend Double Double's honor

The trolling did not come without some backlash by devoted In-N-Out fans, who did not hesitate to throw shade right back in the post's comment section.

"That's funny. Meanwhile InNout is slammed packed and has a drive through line around the corner at every location," one user wrote.

"Man this ad is really making me crave a double double," another comment read.

USA TODAY has reached out to In-N-Out for comment.

USA TODAY's best burgers served by chains list

Here's the complete top-10 list of USA TODAY's best burgers from a chain.

1. Double Char: The Habit Burger Grill
2. Double-Double: In-N-Out Burger
3. BBQ Rodeo Burger: BurgerFi
4. Jumbo Jack Cheeseburger: Jack in the Box
5. Cheeseburger: Five Guys
6. Double Meat Whataburger: Whataburger
7. ButterBurger Cheese, Double: Culver's
8. Whopper: Burger King
9. Double Western Bacon Cheeseburger: Carl's Jr.
10. The 1921 Slider: White Castle

When did The Habit Burger Grill start?

In 1969, The Habit Burger Grill opened its first location Santa Barbara, initially named Hamburger Habit. In 1995, the chain opened its second location in Ventura before gradually expanding to more than 20 Southern California spots. By 2014, the company had 109 locations. Today the Irvine-based company has 372 locations, including 30 in the United Kingdom.

When did In-N-Out Burger start?

In-N-Out opened its first location in 1948 in Baldwin Park, California. Now there are about 400 locations in seven states: California, Nevada, Arizona, Utah, Texas, Oregon and Colorado.

The burger haven has since developed a devotion among everyday people and celebrities alike, especially after celebrity chef and food writer Anthony Bourdain declared In-N-Out the best restaurant in Los Angeles.

Contributing: James Ward, Palm Springs Desert Sun, James Powel, USA TODAY