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.
Farewell to a Country Legend
Throughout his illustrious career, Alan Jackson has released several important albums that have solidified his status as a country music legend. Albums such as “Don’t Rock the Jukebox” (1991), “A Lot About Livin’ (And a Little ’bout Love)” (1992), and “Who I Am” (1994) have all produced multiple chart-topping singles.
With a voice that resonates with authenticity and lyrics that capture the essence of life, Jackson has been recognized with numerous awards, including Grammys, CMA Awards, and ACM Awards.
His remarkable talent has also earned him a well-deserved place in the Country Music Hall of Fame and the Nashville Songwriters Hall of Fame.
Despite his immense success, Jackson has been facing a personal challenge. Approximately three years ago, he revealed that he has been living with a degenerative nerve condition called Charcot-Marie-Tooth disease for the last decade.
This condition primarily affects the peripheral nerves in the arms and legs, leading to muscle weakness and decreased sensation. Symptoms often begin in the feet and legs, impacting mobility and causing difficulties with walking.
Despite these challenges, Jackson has remained resilient and determined to give his fans the performances they deserve.
To kick off this memorable tour, Alan Jackson will be taking the stage in Boston before heading to other cities like Kansas City, Fort Worth, and Orlando.
Tickets for these highly anticipated shows will go on sale on Friday, June 7th. This is a unique opportunity to witness a country music legend bid farewell to the stage, and fans are encouraged to secure their tickets early.
Country music legend Alan Jackson has made a surprising announcement: he will be embarking on what may be his final live tour. The Last Call: One More For the Road tour, which began in 2022, will continue through 2025, giving fans one last chance to see this iconic performer live on stage. With sold-out shows and packed crowds all across the country, this tour is not one to miss.
In an emotional Instagram post, Jackson expressed his excitement for the tour, saying, “Some of the best times are had right at last call, and this is one last call that you don’t want to miss!”
Known for his classic hits like “Chattahoochee” and “It’s Five O’Clock Somewhere,” Jackson promises to deliver the songs that have defined his career and touched the hearts of millions of fans.
Don’t miss your last chance to experience the magic of Alan Jackson live in concert. Join him as he takes a final bow and celebrates a remarkable career that has left an indelible mark on the world of country music. Get ready for a night of music, memories, and an unforgettable farewell from a true country legend.
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