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.
The day I turned 22 years old was sad because no one wished me a happy birthday
The day I turned 22 years previous will perpetually stay etched in my reminiscence, not due to the enjoyment and celebration one would usually affiliate with a birthday, however due to the deep sense of unhappiness and loneliness that enveloped me. It was a day like no different, because it turned painfully clear that nobody had wished me a cheerful birthday.
Birthdays are imagined to be a time of happiness, a day if you really feel liked and cherished by family and friends. They’re moments if you’re reminded of your significance within the lives of these round you. Nevertheless, because the clock ticked on my twenty second birthday, the shortage of well-wishes from family members weighed closely on my coronary heart.
The morning started like some other, with the solar rising within the sky, casting a heat glow by way of my window. I awakened with a way of anticipation, figuring out that it was my big day. I anticipated a flurry of messages, calls, and maybe even a shock celebration from family and friends.
Because the hours handed, I eagerly checked my telephone, anticipating the acquainted notifications of birthday needs. However to my shock, my telephone remained silent. No calls, no texts, and no social media notifications greeted me. I couldn’t assist however really feel a rising sense of disappointment and unhappiness.
I questioned whether or not I had someway misplaced contact with everybody, if my social media profiles had been malfunctioning, or if I had someway missed an vital element. I rechecked my birthdate on my profiles, hoping it was a easy oversight. However every part was so as. It was certainly my birthday, and but the day felt removed from particular.
Because the day continued, I watched the clock, my optimism fading with every passing minute. I believed again to the earlier birthdays, stuffed with laughter, hugs, and heat needs. They had been days of pure pleasure, spent with family members who made me really feel cherished and appreciated. However this yr was totally different.
dog birthday
Within the age of know-how, social media performs a big position in celebrating birthdays. It’s a platform the place associates from everywhere in the world can ship their needs with a easy click on. Nevertheless, my social media feeds remained devoid of birthday greetings. The digital world, which often buzzed with exercise, appeared eerily silent on my big day.
The sense of loneliness grew because the day was night. It wasn’t simply concerning the absence of birthday needs; it was the absence of connection and human heat. I discovered myself pondering my price and place within the lives of these round me. Had I turn into so insignificant that my birthday went unnoticed by the individuals I cared about?
Send birthday wishes to the dog 🎂
Sooner or later, I contemplated reaching out to family and friends, virtually tempted to remind them that it was my birthday. However a way of pleasure held me again. I didn’t wish to search recognition or sympathy; I needed the needs to return from the guts, as they’d prior to now.
Because the day got here to a detailed, I noticed that birthdays are a novel time to mirror on the individuals who actually care about you. The absence of superficial greetings introduced a deeper understanding of the significant relationships in my life. Whereas the day had been marked by unhappiness, it additionally allowed me to understand the real connections and the love of those that had at all times been there for me.
The day I turned 22 years previous was undoubtedly a tragic one, but it surely served as a useful lesson within the significance of authenticity and the true that means of birthdays. It wasn’t concerning the amount of needs; it was concerning the high quality of the relationships that actually matter. And for that lesson, I’m perpetually grateful, even within the face of loneliness.
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