Few brands have the loyal following of In-N-Out Burger. If you live outside of California, it’s hard to really understand just how beIoved the brand is among its fans. If you live in California, it’s just a part of the experience. Until you leave, that is.
Most of that love comes from the fact that, as far as fast food goes, In-N-Out is about as good as it gets. Of course, a lot of its appeal also comes from the fact that the company’s 385 locations are located almost entirely in California and its neighboring states.
If, however, you live any further east of the Rockies, you’ve been out of luck. If that’s you, your only opportunity has been to find one when you travel west. Well, until now.
Last week, the company announced that it would be opening a corporate hub in Franklin, Tennessee, which will allow it to expand further east. In-N-Out also says it will be opening its first stores in the Nashville area by 2026.
If you’re a fan of animal-style fries, you understand that this is a big deal. It’s also a huge risk for the company and its brand. Here’s why:
This is a company that is fiercely opposed to change. It hasn’t added a menu item since 2018 (hot chocolate). It still sells just burgers, fries, soft drinks, and milkshakes. As a result, the restaurant is known for both fresh, great-tasting food and incredible customer service. I can think of only one other restaurant where you can get in a drive-thru line 30 cars deep and still have hot food in just a few minutes, and that one isn’t open on Sundays.
There is clearly a lot of demand for new locations. That seems like an argument for expanding to new states, but it’s also why the move is risky.
You see, over the past 75 years, In-N-Out has jeaIously guarded its brand. A big part of that has meant recognizing that fast growth isn’t everything if it means compromising quality. After all, quality is its brand.
In-N-Out only uses fresh, never-frozen ingredients–including its beef. That makes its burgers and fries taste better, but it also means the restaurant is limited in the areas it can serve.
The company also doesn’t franchise its locations. That has allowed it to maintain far more control over the level of service its restaurants provide, but has also meant it kept things close to home.
“You put us in every state and it takes away some of its luster,” said In-N-Out president Lynsi Snyder in a 2018 interview. She was right. Part of the reason the company’s burgers have such a loyal following is because they’re hard to get–especially if you live east of the Rocky Mountains.
It takes a lot of courage–if you think about it–to resist the temptation to grow at all costs. The thing is, most companies don’t consider that those costs are real, even if they aren’t immediately obvious. If the quaIity of your product gets worse the more customers you serve, you’re doing it wrong.
If, suddenly, there are In-N-Out Burger locations everywhere, it’s not as special. If you’re used to swinging by the Sepulvida location when you land at Los Angeles International Airport, and eating a Double-Double while watching planes land, it’s not quite as special an experience if you can get one on your way home from work.
On the other hand, there is value in meeting your customers where they are. In-N-Out is a restaurant, after all, not an amusement park. Sure, people look forward to eating there when they travel, but that doesn’t mean there isn’t room to grow–even if that means cautiously.
“Our Customers are our most important asset at In-N-Out, and we very much look forward to serving them in years to come, and becoming part of the wonderfuI communities in The Volunteer State,” said Synder in a statement. That’s an important acknowledgment–the part about customers being the company’s most important asset.
The interesting lesson here is that there is a balance between exclusivity and meeting your customers where they are. For a variety of reasons, In-N-Out has erred on the side of sticking close to home, even if that means it can’t serve all of its customers. That’s been a winning strategy so far, and I don’t think that will change just because it’s sIowly starting to open more locations farther east.
No one shows up for 6-year-old’s birthday party – then mom shares picture and the community steps up
It was meant to be the best day of Teddy’s childhood, but for him, it turned out to be a horrible one.For his sixth birthday, his parents planned to take him to Disney World or Lego Land, but he wanted to spend it with his friends.
Teddy’s mother picked out a table at Peter Piper Pizza about two weeks before the big day, and she gave Teddy’s teacher thirty-two invitations, asking her to distribute one to each student in the class. More than half of the child’s parents said they would bring their children to the celebration.
On Teddy’s birthday, Teddy’s mother Sia made gift bags for her son’s friends and placed an order for a large pizza. Despite everyone’s expectations that it would be an absolute blast, not a single student spoke up. After more than sixty minutes of waiting, the friends were no longer visible.
After this, Sia was crushed. She was heartbroken for her son, who was having a truly trying day on what ought to have been a fun one.
“To be honest, I was a little let down,” Teddy’s father told the New York Post. Teddy thought it was unfortunate that they hadn’t arrived an hour into the festivities since, in his opinion, it was what mattered most. In an attempt to cheer up their son, the parents tried to distract him with activities like arcade games.
Sia made the decision to take a photo of Teddy and share it online with the goal of spreading awareness that anything similar should never happen to anyone. But she had no idea that Teddy’s melancholy photo would go viral and attract so much attention. She even felt bad about sharing it after realizing how much attention it received.
Hundreds of individuals emailed Teddy birthday greetings, and many of them included gifts. To make Teddy’s day a little bit better, the Phoenix Suns and the Phoenix Rising MLS team invited the family to their upcoming games.
On behalf of all the other parents who chose not to bring their children to the celebration, only one parent expressed regret to Sia.
Even though this story disappointed us, it should serve as a reminder to be more deliberate and thoughtful.
For further information about the story, view the video below.
Even though this story disappointed us, it should serve as a reminder to be more deliberate and thoughtful.
For further information about the story, view the video below.
Leave a Reply