The Historic Lubbock Sign War of 2017

“What's beef? Beef is when you need two gats to go to sleep. Beef is when your moms ain't safe up in the streets. Beef is when I see you, guaranteed to be in ICU.”

Illustrious poet Christopher Wallace wasn’t talking about a culinary name for meat in his song “What’s Beef.” He was describing what it’s like to be at odds with someone. If only Wallace was alive in 2017, he wouldn’t have to rap about “beef,” he would just show the historic Lubbock sign war between Pure Water & Wendys.

It all began when Pure Water on 4th and Frankford put a modest shoutout to Tech football coach, “Kliff Kingsbury drinks for free.” Wendy’s, directly across the street, then decided to counter by offering Kingsbury drinks AND food. Once Pure Water acknowledged this one-up act, they wasted no time with a sign reading “You want beef Wendys? You’ve got it!.” To where Wendy’s accepted, “Come through and get served - you deserve it.”

From there it was ON from the battle of squares.

To the battle of drinks.

To just a full out brawl.

Finally, Wendy’s corporate offices made them put an end to the shenanigans. The white flag in the war came with a Wendy’s sign reading, “We’re grounded Kids meals $1.99 every day.” Some places would take this and accept the victory humbly and low-key, but Pure Water is a Lubbock company and we don’t do anything low-key in Lubbock. Pure Water put the final nail in the coffin with a “Wendy’s corporate went frosty. We win!” sign to let everyone driving down Frankford Avenue know who the victors are.

Magic-Bird, Nas-Jay-Z, Pure Water-Wendy’s: all great rivalries that came to a close. In the end Wendy’s fresh beef froze in the face of Pure Water.