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 Sales Assistant Told My Wife She Wasn’t ‘Attractive Enough’ to Work in Their Store — I Came Back a Few Days Later to Get the Ultimate Revenge
A store assistant dared to bring MY wife to tears by being mean. She did that all because my spouse sought employment at the establishment she worked at. After hearing my wife’s tale, I took action to redress the situation. What I did ensured that the assistant would think twice when addressing anyone else!
This is an exciting tale about pure and sweet revenge! My name is Thomas, and Emma, my wife, has ALWAYS had an eye for fashion. Her wardrobe is a testament to her impeccable taste. Not that I am biased or showing off, but my Emma knows all there is to know about the latest trends!
I mean, most days, she’s the one who dresses me. No, not because I am sexist and think it’s her job, but because she LOVES doing that. And to be honest, I look FANTASTIC each time, so I’m NOT complaining!
For years, my wife skirted around her true passion. She did all sorts of jobs. Like being a receptionist, and a nurse at one point (sadly short-lived), and even dabbled in art. But she still couldn’t find her place.
Recently, my beloved wife decided to turn her passion for fashion (see what I did there) into a career. She started actively searching for a job in retail. Her thinking was that it would fit perfectly with her interests.
When she got home all emotional one day, she told me the story of what happened. Emma explained that on that fateful day, she was at the shopping center in the afternoon. She then noticed a famous lingerie store with a “Now Hiring” poster on the window.
Excited, she revealed, “I immediately went inside to inquire! But boy, was I in for the shock of my life.” She shared how her excitement started dying down when she approached the sales assistant and tried to speak to her.
The rude woman didn’t even glance my wife’s way until she was DIRECTLY in front of her! A bit down but still quite enthusiastic, Emma asked about the job application process. Instead, the assistant looked her up and down with a sneer and an attitude. Then she delivered the stinging words:
“Look, hun, I don’t think you’re pretty enough for this job. NO CHANCE. Don’t even try, okay?”
Before calming down enough to be able to tell me her story, my lovely wife was in tears when she came home. She was heartbroken by the cruel remark. I’ve never seen my wife so utterly devastated before, and my heart broke seeing her that way.
I wrapped my arms around her, trying to console her. “My love, don’t let her get to you. You’re beautiful and talented. You’re worth so much more than her words,” I said softly. “But why would she say that?” Emma sobbed. “I just wanted to apply for a job. I didn’t deserve that.”
“She’s a small-minded person, my angel,” I tried consoling my wife. Seeing her so dejected made me FURIOUS! No one, and I mean NOBODY, should make my Emma feel this way, treat her that badly, and get away with it!
And you know what? As anger took over me, I figured it was high time someone showed that nasty assistant how wrong she was! I decided to give that sales assistant a lesson in humility she would NEVER forget!
Over the next couple of days, I concocted a plan. I reached out to my friend Mike, who works in the fashion industry, to get his help. Mike was more than willing to assist when he heard what had happened.
“That’s unbelievable, man. Of course, I’ll help. Let’s give her a taste of her own medicine,” Mike said over the phone. A few days later, my plan was set in motion. I dressed well, with the help of my Emma, and headed back to the lingerie store.
I had done my research enough to make sure the same sales assistant was working on that day. I then started pretending to browse the aisles, waiting for the perfect moment. When the store had only a few customers, I approached the assistant with a friendly smile.
“Hello, I’m looking to buy something special for my wife. Could you help me pick out a few things?” I asked. Her attitude changed immediately, seeing a potential big sale. She became attentive and started showing me various items.
“Absolutely, sir! We have a fantastic selection. What’s the occasion?” she asked, her tone now sweet as we went around the store. “Just a surprise for my wife. I want to get her something really special,” I replied, pretending to be thoughtful.
“Great! How about this piece? It’s one of our most popular items,” she suggested, holding up a delicate lace set. “Do you think this would look good on her?” I asked, examining the lingerie. “Oh, definitely! It’s one of our best sellers. Your wife will love it,” she assured me.
“Can you show me a few more options? I want to make sure I get the perfect one,” I said, keeping her engaged. As she showed me more pieces, I made small talk to keep her invested. “So, how long have you been working here?” I inquired.
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