(UPI) A sassy exchange of words on the signs outside two North Carolina restaurants has now become a full-blown "sign war," with dozens of businesses chiming in.

The tongue-in-cheek tussle began when Ioanni's Grill & Bar in Morehead City left a message reading, "Happy birthday Jeff" on its marquee for nearly a month.

Neighboring eatery Dank Burrito fired off the opening salvo by making its sign read: "Ioanni's quit being lazy, change your sign."

Ioanni's owner Sam Turnage fired back, changing the sign to: "Dank, we are not lazy, just busier than you."

Dank Burrito, not to be outdone, responded: "Y'all just look busy because it takes 2 hours for a dollar taco."

"I've seen a ton of people stop and take pictures of the signs," Dank Burrito owner Clarke Merrell told WCTI-TV.

More neighboring businesses joined the fray.

Prime Bistro changed its sign to read: "Boys, do we need to have a meat-ing?"

A sign at EJW Outdoors expressed a similar sentiment: "Guys, do we need to taco bout it?"

"I think there's over 70 businesses that have chimed in since," Merrell said.

Local residents have been keeping track of the so-called "sign war" on a Facebook group.

Merrell said he does not know how long the marquee melee will continue.

"I have no idea man, it's interesting. Like I thought it would fizzle out today and people are still posting and gaining traction, who knows," he said.

Turnage said he has no intention of surrendering.

"I'm going to keep it going as long as I can," he said.

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