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.
10+ People Who Need a Time Machine to Restart Their Terrible Day
Scientist Stephen Hawking once held a curious experiment. He organized a party with appetizers, balloons, you name it. However, he only sent the invites after the party had already taken place. He wanted to demonstrate that time travel is impossible, and he did.
NASA begs to differ and confirms that time travel is possible, just not in the way we’ve seen in books and movies. This is good news for the following people because they’d love to start their terrible day over.
“My foot after wearing a wet boot with a hole in it for 10 hours”
“A buddy of mine seemed to think stick sun screen was a good idea.”
“Got my license in the mail today.”
“I was sitting on the lid of my toilet waiting for my bath to fill, scrolling on my phone when the lid shattered and I threw my phone in the bath.”
“My BBQ food truck burned down last month.”
“Lent a car to my brother for the day, and as a thank you, he filled up my car with the wrong fuel.”
“I turned on my defrost this morning and came back 10 minutes later to find this.”
“I did an air mold test in my apartment.”
“Went to use the bathroom at a friend’s house — nearly had a heart attack.”
“My job makes us food before each shift. Meet the zucchini hot dog.”
“I dropped my phone and now all my photos are blue-ish.”
“I asked my wife to tidy up my neck with the clippers. Yes, we are still married.”
“What they call a ’cheese’ burger”
“Got stung in the eye at 2 a.m. while asleep by probably one of the last wasps of the season.”
“I dropped the tuna can in the sink.”
“Must have dropped my keys after I locked my car. I came back to this.”
“In a boot with a broken foot on day 7 of 24 of my dream tour of the UK”
“Oops, there’s a pothole there.”
“I guess no pizza for me tonight.”
“I forgot to put sunscreen on my feet.”
If you could live an hour of your life on repeat, which hour would you choose? If you could travel back in time and get stuck in that era, which year would you go for? Let us know in the comments.
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