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.
My Girlfriend Left My Dog at the Shelter While I Was at Work, When I Went to Take Him Home, He Was Gone
Once upon a time, I met Frankie, a fluffy Great Pyrenees puppy with one eye and three paws, in a shelter. At that moment, I felt a deep connection with him. You see, life had been really tough for me after losing my parents in a car crash. I was so sad that I even tried to hurt myself twice. But when I saw Frankie, something inside me clicked. It was like we were meant to be together.
Frankie wasn’t just a pet to me; he became my best friend, my rock. His love filled the hole in my heart left by my parents. I was so grateful for him that I made sure he had everything he needed, even when I was at work. I set up cameras at home just to keep an eye on him.
He loved snacks, belly rubs, and cuddles, and I loved him more than anything in the world. I told my girlfriend, Leslie, all about Frankie and how much he meant to me. She seemed to understand until we talked about moving in together.
One day, while we were looking for a house, Leslie said something that shocked me. She said Frankie couldn’t come with us. I thought she was joking at first, but she wasn’t. We argued for hours, but I refused to leave Frankie behind. He had saved me, and I couldn’t abandon him.
Leslie left in anger, and we didn’t talk for days. It was hard without her, but I knew I had to stand by Frankie. He was more than just a dog; he was my lifeline.
I realized then that any future partner would have to accept Frankie as part of our family. He was a symbol of my strength and healing, and I couldn’t imagine my life without him.
Weeks passed, and Leslie finally reached out to me. She wanted to make things work, but she still didn’t want Frankie around. I missed her, but I couldn’t give up Frankie for anyone.
Eventually, Leslie left, and I was heartbroken. But I stayed true to myself and Frankie. Then, one day, I found Frankie was gone. Leslie had taken him to a shelter while I was out. I was furious and hurt.
But fate had other plans. I found Frankie with a woman named Emma and her daughter Olivia. Frankie had brought them together, just like he did for me. Emma understood how much Frankie meant to me, and we formed a bond over our shared love for him.
In the end, Emma and I fell in love, and we got married. Frankie was there with us, a symbol of the love and strength that brought us together. Through all the ups and downs, Frankie showed us the power of love and resilience.
Our story may have had a rocky start, but in the end, we found happiness and love in the most unexpected places. And it’s all thanks to Frankie, our furry guardian angel.
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