A fast food restaurant. A tea company. A beef hotter than a fresh Baconator.

At local outposts for Wendy's and Pure Water Ice and Tea Company in Lubbock, Texas, an ongoing war is brewing between the two companies, which are located across the street from one another.

As local station KCBD reports, the rivalry began when an assistant manager at Pure Water Ice and Tea Company brought a little Texas college football into the mix, posting, "Kliff Kingsbury drinks for free," on his sign. Kingsbury is the current football coach at Texas Tech.

The Wendy's response: "Hey Kliff, hungry and thirsty? We got you." From there, it was on.

Soon local Twitter users noticed and started sharing photos of the sign war for the rest of the country's viewing pleasure.

The beef's cooking:

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But Wendy's refuses to stay in its lane:

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Things are heating up:

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Wow, wow, wow:

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Congrats on such solid sign game, everyone. May the best sign win.