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Do you want to start a war with Chick-Fil-A? Claim your drive is better.
That’s what Jeff Dennis Jewelers of Gardendale, Alabama did – in bold print on an electronic sign – and the cheerful ribs quickly sparked a “war of signs” between neighboring businesses.
The escalating tit-for-tat has the residents of Gardendale eagerly awaiting each new response.
“Our drive-thru is faster than Chick-Fil-As,” the jewelry store began advising passing traffic in late April.
Owner Jeff Dennis posted an updated photo of the sign on the store’s Facebook page.
“1,2,3,4 I declare a sign war,” he wrote, calling his longtime friend Mike Holmes, who owns and operates the Gardendale Chick-Fil-A.
And with that, the first end was shot.
“I don’t know if he was a willing participant at the time, but I was going to call him a chicken if he wasn’t,” Dennis told WIAT.
Residents quickly turned their attention to see what would happen next.
“These are fighting words,” one person commented on Dennis’ post. “Do you dare to challenge the Chicken of the Lords?”
Two days later, Chick-Fil-A responded, revealing a sneaky new message: “THE OVERFLOW PARKING LOCATED AT JEFF DENNIS JEWELERS!”
The jewelry store hit back, “Gold nuggets are better than chicken nuggets.”
Then Chick-Fil-A raised the stakes and invaded the lawn of the jewelry store, planting paper signs in the grass in the front ordering passers-by to “Eat Mor Chikin,” the words surrounded by cut-out cartoon cows.
Dennis matched the boldness of Chick-Fil-A, placing his own signs outside the restaurant: “Buy Mor Diamonds,” with an arrow pointing to his store one block down the street.
“Chick-Fil-A, your garden has never looked better,” said Dennis. “Court of the week! It’s my pleasure!”
This counterattack took place on Monday.
“I laughed so much this morning when I passed this,” one resident commented on Dennis’ last post.
Tuesday afternoon, Chick-Fil-A has yet to retaliate, but if past actions are any indication, he will soon, raising the bar in the process.
“Chick-Fil-A, you are standing,” wrote one commentator.
“Come on Chick! Don’t let them love you! Another said.
One commenter made this prediction: “It’s going to be expensive.”