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.
I Found Out about the Birth of My Son from a Facebook Post – Is the Lesson I Taught My Wife Justified?
I Found Out about the Birth of My Son from a Facebook Post – Is the Lesson I Taught My Wife Justified?
I discovered my son’s birth through a Facebook post. What came next shattered my world and forced me to teach my wife a lesson she would never forget.
A man looking stressed | Source: Pixabay
It’s hard to believe this is my reality. But here I am. My wife, Julia, and I had wanted kids for years. So, when she finally got pregnant last year, we were thrilled.
I wanted to be the best husband and future father I could. Her father had never been involved in her life, and my brother isn’t the most involved dad.
A couple gazing at each other | Source: Pixabay
I saw too many problems up close when husbands were absent, and I was determined not to make the same mistakes. However, just a few weeks into her pregnancy, everything started going downhill.
A pregnant couple | Source: Pixabay
Julia stopped wanting sex. “I just don’t feel like it, Mason. It’s too much right now,” she would say. I understood it was due to hormones and stress, so I respected her wishes. But then she didn’t want any physical interaction. No cuddling, no kissing. On top of that, she became increasingly distant.
A pregnant woman and her husband looking at each other in bedroom | Source: Pexels
Her eating habits constantly changed. One evening, Julia demanded, “Mason, I need pickles and ice cream right now.”
“Sure thing, honey,” I replied, hurrying to the store. When I returned, she snapped, “I don’t want this! I want sushi!”
“Julia, you asked for this just an hour ago,” I said, confused.
“I don’t care! Just get me sushi,” she screamed. I attributed this to hormonal issues and dealt with it.
A pregnant woman touching her belly while looking at husband | Source: Pexels
She never let me go to any appointments or groups she attended. “It’s just easier if I go alone,” she insisted. “I don’t want you hovering over me.”
“But I want to be involved, Julia,” I protested.
“I said no, Mason!” she snapped. She spent more time away from home, became cold and bitter, and was constantly angry at me. This went on for months.
An angry man sitting by the table while looking at a woman | Source: Pexels
One night, I came home exhausted. “Julia, I made dinner,” I called out.
“I’m not eating that,” she said, eyeing the food with disdain.
“But I spent hours making it,” I said, frustrated.
“Do you ever think about what I want?” she shouted. “You never listen!” Then, she slapped me. I was stunned to the point of silence.
A couple arguing | Source: Pexels
She stopped doing anything around the house about a month into the pregnancy. Sure, moving around is hard when pregnant, but she wouldn’t even help out with laundry. By the fifth week, I was doing everything. My work was also our primary source of income. I was barely sleeping, and running on fumes.
A young man in sleepwear | Source: Pexels
She made me sleep in the guest room and always tried to pick fights. “Why don’t you just leave if you can’t handle this?” she would taunt. I never even raised my voice.
I constantly reminded myself this wasn’t her and it would all be worth it. She didn’t want me to make any decisions regarding the baby. No name choices, no work on the nursery, nothing.
A tired man looking in mirror in the bathroom | Source: Pexels
One month before she delivered, Julia yelled at me about how useless I was. “I’m going to stay with my mother. Don’t bother calling,” she declared. She refused to let me get her anything, threatened to divorce me, and even threatened a restraining order if I called her.
A woman shouting at a man | Source: Pexels
A couple of weeks ago, I found out about the birth of my son, Jason, from a Facebook post. Julia posted it with her mother and some family. It broke me. When I tried to visit them at the hospital, security kicked me out.
A smartphone showing a Facebook application | Source: Pexels
After finding out about Jason’s birth, I started doubting if Jason was mine. I wanted a paternity test, but Julia didn’t answer my calls. I was heartbroken. Two weeks later, Julia’s brother picked up the phone.
A man on a phone call | Source: Pexels
“Mason, you need to know the truth,” he said. “Julia had an affair with a coworker. She believed the baby was his.”
I was stunned. “What? How could she do this to me?”
“She didn’t know how to tell you. Her coworker promised to be with her, but he left when he found out the baby wasn’t his,” her brother explained. “I thought you should know.”
A pensive man talking on the phone while on the street | Source: Pexels
When I found out about Julia’s betrayal, I was furious. With the help of my lawyer, I demanded a paternity test. When it was confirmed that I was indeed the father, I was finally able to hold my son for the first time when he was almost a month old.
A newborn baby held by a happy father | Source: Pexels
I then taught Julia a lesson. We had a prenup, and I owned our marital home. I filed for divorce and was confident that I would win. I also contacted Julia’s job and revealed her relationship with the coworker. Her company had strict rules and fired both Julia and the coworker.
A man and a woman discussing at their workplace | Source: Pexels
I filed for full custody of Jason, claiming Julia wasn’t stable enough to provide for him. Julia begged me to forgive her, but I didn’t. She had no option left but to move in with her mother.
Julia’s life changed drastically after moving in with her mother. The relationship between Julia and her mother became strained. “How could you let this happen, Julia?” her mother would often ask, frustration clear in her voice.
Two women arguing | Source: Pexels
“I made a mistake, Mom. I didn’t know it would turn out like this,” Julia would reply, her eyes welling up with tears.
Her mother sighed, “Losing your job was one thing, but your actions have consequences. Look at where we are now.”
Two women arguing | Source: Pexels
Julia struggled with the reality of her situation. Every day was a reminder of her fall from grace. Without a job, she had no financial independence.
Her mother’s constant lectures didn’t help. “I can’t believe you jeopardized everything for a fling,” her mother said one evening, shaking her head in disbelief.
An unrecognizable woman having argument with an upset female | Source: Pexels
“Mom, I’m trying to make things right,” Julia insisted.
“Trying isn’t enough, Julia. You need to face the reality that you’ve hurt a lot of people,” her mother retorted.
Their conversations were filled with tension and regret. Julia felt trapped and isolated. Her mother’s disappointment weighed heavily on her, making her realize the full impact of her decisions. Every day, she faced the reality of her actions and the life she had lost.
A woman covering her face with her head down | Source: Pexels
After hearing me out in court and learning my story, the judge granted me full custody, especially since Julia didn’t protest. I decided to move on with my life and become the best father I could be. I allowed Julia to see Jason according to the court arrangements.
Was I justified in the lesson I taught my ex-wife?
A man in sitting on a bench near trees | Source: Pexels
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