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.
Found in my dads room, really hoping its not a inappropriate thing
Some people enjoy exploring antiquated shops, while others stumble upon hidden treasures in their basements. However, they share a common experience—they encounter peculiar items and initially struggle to discern their purpose. Fortunately, the internet abounds with experts ready and willing to assist in unraveling these enigmas.
1. “Found in a kitchen drawer. Stiff, but still bends a little.”
Answer: “It goes through a hole at the end of measuring spoon sets to keep them together.”
2. “Received a random Amazon parcel addressed to me that I didn’t order, what is this thing?”
Answer: “It looks like a gripper to hold fish by the mouth without harming them.”
3. “Found in my dad’s room.”
Answer: “It goes over shoes to give a grip on ice.”
4. “What is this stabby thing on wheels that arrived in the mail by mistake from Jamaica, NY?”
Answer: “It’s for weeding cracks and crevices.”
5. “A co-worker collects mystery objects and can’t identify this.”
Answer: “It’s a spark tester for a small engine.”
6. “Found this rubber thing on my stoop.”
Answer: “Water bottle holder.”
7. “Dinner table conversation… What do you think it is?”
Answer: “Lemon juicer.”
8. “Why is this toilet bowl shaped this way?”
Answer: “To hold a bedpan to collect specimens.”
9. “Colorful, plastic objects found at a thrift store. What is it?”
Answer: “Possibly pieces to a children’s play set of some sort.”
10. “What is this? A small bakelite toilet container with a spoon.”
Answer: “Could be a little salt well or ‘salt cellar’ or ‘salt pig’. They have spoons about this size and the bowl of this is pretty small.”
11. “Got this for free as a giveaway at a convention… I have no idea what it could be.”
Answer: “It’s a portable trash bag/dog poo bag holder.”
12. “Kids got these for Halloween. They are thin plastic, and say OM 5/22 made in China on the back.”
Answer: “They are stencils, popular in the 90s.”
13. “Golden-coloured opaque glass object about 25cm tall. Weights about 40g.”
Answer: “It’s a decor item.”
14. “Found this at a garage sale…”
Answer: “For opening a soft-boiled egg.”
15. “Metallic rocket-shaped object. Has three fins, & the end of a screw is sticking out of the base.”
Answer: “Salt and pepper shakers.”
Do you have an appreciation for the unconventional? Take a look at these items that may appear peculiar at first glance but, in reality, serve entirely distinctive purposes.
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