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.
Can You Guess What They Were Used For?
Today, let’s have a little game! What purpose did these vintage items serve, do you know? These enigmatic things, which range from strange equipment to unusual decorative pieces, may leave you perplexed. Don’t worry, though; try it and see if you can envision what people in earlier eras did with these fascinating objects.
First Item: The Coin Gatherer
First up, we have a mixed-metal object with connectors on the sides and slots on top. Do you know what it was used for in the past?
You’re 100% correct if you assumed it was a coin collector! Conductors of trains and buses would deposit the fares into slots and then pick up the neatly piled coins from the bottom. They could fasten it to their belts using the hooks on the sides. Remarkably, a contemporary rendition of this is still in use at a few locations where admission is free of charge. Pretty smart, huh?
The Sand-Filled Swim Cap is item #2.
This is an intriguing cap with chin straps, a blue interior, and a feminine printed pattern. Would you want to guess? Here’s a hint: it has sand inside of it!
Actually, this peculiar headgear is an antique handmade swim cap. People used to love modeling swim caps after the aviatrix fashion trend back in the 1920s. However, home sewers had trouble finding rubber ingredients. They then devised a clever fix: the cap was filled with sand, and the channels and stitches were machine-sewn.
Why the sand? As a water blocker, it lets swimmers select their own fabric pattern rather than being restricted to yellow or black rubber. Undoubtedly a novel strategy!
The Iron Flue Damper is item #3.
Now look at this iron object that has two stamps on it. Along an iron post with a spiraling end, the iron plate swivels. Any suggestions?
You’re exactly right if you assumed it to be an iron flue damper! Even though they are rarely seen, these iron flue dampers are still in use today. We enjoy finding unique artifacts that are a part of our past when we go antique shopping. It resembles going back in time!
The Victorian Shop Dispenser (Item #4)
Admire this metal box with a beveled glass front and elaborate gold stenciling. It even features a tiny sliding door with a dog picture on it. How do you suppose it was put to use?
Actually, this graceful box is a Victorian-style shop dispenser. It came in several sizes and was intended for bulk sales. This one had a label insert for gunpowder, but it may have also been used for bulk commodities like sugar or confectionery. Customers could see the quality of the products they were buying because to the glass front. Why was there a picture of dogs hunting? Well, since the purpose was to hold gunpowder exclusively, it’s merely an ornamental touch. This is a very fascinating essay, isn’t it?
The Cedar Butter Churn is item #5.
Take a look at this big wooden drum with a handle, a footed base, and a lid. There’s a crank on the side of it also. Any ideas about what it’s meant to accomplish?
This wooden drum is a butter churn made of cedar. To produce more butter, it was utilized. It says “Farm Master Dairy Supplies” on the other side. However, we didn’t want to reveal anything too quickly! Knowing about these antiquated gadgets truly transports us to a bygone era of ease.
The Soda Bottle Stand is item #6.
Look at this three-tiered metal stand for a moment. Each tier has a notch carved out of it. It is nearly four feet tall and supports itself on three legs. What was the purpose of it, do you suppose?
The purpose of this booth was to showcase Coke bottles—but not just any soda. Nehi purposely made it as part of their marketing strategy for their soda bottles. With their handy necks, the bottles fit well in the triangle shape with the notches. These stands used to be found in grocery stores and local stores during the Great Depression. They were really impressive!
There you have it, then! These enigmatic objects transport us through time and serve as a reminder of the inventiveness and resourcefulness of earlier generations. How many of those were accurate guesses, then?
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