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.
A Pup’s Party of One: A Story of a Forgotten Birthday Bash.
In the world of our beloved pets, birthdays hold a special significance. It’s not just another day on the calendar, but rather a momentous occasion when love and affection abound, and tails wag with boundless excitement. Nevertheless, there’s a unique tale of a dog who has realized that sometimes, birthdays can be a lonely affair, even for our four-legged companions
As the sun peeked over the horizon, a small furry friend with a wistful gaze welcomed the day. It was the dog’s special day, one that typically brings merriment, well-wishes, and a delectable cake decorated with glowing candles for humans. However, the dog noticed something peculiar – nobody seemed to remember. The hours ticked by, and the dog’s heart sank deeper into solitude, yearning for a pat on the head or a jubilant chorus of “Happy Birthday.” But alas, the silence remained. As the day progressed, the dog’s mind raced with questions, “Am I not significant? Does no one care?”
The dog’s heart felt heavy due to the absence of well-wishes from family and friends. It did not receive any cheerful phone calls, cards, messages, or even a simple text with a “Happy Birthday” message. As a result, the dog felt unimportant and forgotten. Despite this, the dog found comfort in the presence of its human. The familiar scent and reassuring presence of the person who had always been a source of love and support brought solace to the dog. In the absence of external celebrations, the dog sought joy in simple pleasures such as a gentle pat or a favorite treat.
However, the day lacked the festive atmosphere that is typical of birthdays. There were no balloons, streamers, singing, or laughter. The dog particularly missed having a birthday cake, a symbol of celebration and a treat that signifies a special day for both dogs and humans. The absence of the sweet, fluffy delight left a void in the dog’s heart.
Nevertheless, the dog found comfort in the furry companion by its side. Although equally uninterested in fanfare, the furry friend was content to share the solitude without judgment or disappointment. To this canine companion, the dog was simply a friend, perhaps feeling a little downcast but a friend nonetheless.
As the dog was alone, it began to contemplate the true meaning of birthdays. It realized that it had been placing too much importance on external validation and grand gestures. Birthdays were about more than just celebration; they were about connection, love, and being in each other’s company. The dog came to a realization that it was not unimportant or unloved, but instead valued for the everyday moments spent with its human and furry companion. This newfound appreciation filled the dog with gratitude for the companionship it had, instead of focusing on what it didn’t have on that particular day. As the day came to an end, the dog found comfort in the embrace of its human and the warmth of its furry friend. Although the day was not marked by extravagant celebrations, it was filled with simple togetherness and the profound understanding that significance was not measured by grand gestures, but by the bonds we create and cherish every day. This valuable lesson was learned on a quiet, uncelebrated birthday, shared with those who truly mattered.
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