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.
In 1965, Paul Harvey’s warning was broadcast: Today, it’s sadly come true
Paul Harvey, the news commentator and talk-radio pioneer whose staccato style made him one of the United States’ most familiar voices, reached more than 24 million listeners at the peak of his career.
Although he was very accurate on everything he had to say, no one could imagine that his famous words from 54 years ago would become the reality of today.
I read this today and thought how relevant it is.
The speech was broadcast by legendary ABC Radio commentator Paul Harvey on April 3, 1965.
He starts his ‘prophesy’ by saying: If I were the Devil… and then continues discussing issues that are these days ours to face.
EVERYBODY should listen to this. Sad to say but Paul Harvey was spot on 54 years ago.
”If I Were the Devil If I were the Prince of Darkness I would want to engulf the whole earth in darkness.
I’d have a third of its real estate and four-fifths of its population, but I would not be happy until I had seized the ripest apple on the tree.
So I should set about however necessary, to take over the United States.
I would begin with a campaign of whispers.
With the wisdom of a serpent, I would whispers to you as I whispered to Eve, “Do as you please.”
To the young I would whisper “The Bible is a myth.” I would convince them that “man created God,” instead of the other way around. I would confide that “what is bad is good and what is good is square.”
In the ears of the young married I would whisper that work is debasing, that cocktail parties are good for you. I would caution them not to be “extreme” in religion, in patriotism, in moral conduct.
And the old I would teach to pray — to say after me — “Our father which are in Washington.”
Then I’d get organized.
I’d educate authors in how to make lurid literature exciting so that anything else would appear dull, uninteresting.
I’d threaten TV with dirtier movies, and vice-versa.
I’d infiltrate unions and urge more loafing, less work. Idle hands usually work for me.
I’d peddle narcotics to whom I could, I’d sell alcohol to ladies and gentlemen of distinction, I’d tranquilize the rest with pills.
If I were the Devil, I would encourage schools to refine young intellects, but neglect to discipline emotions; let those run wild.
I’d designate an atheist to front for me before the highest courts and I’d get preachers to say, “She’s right.”
With flattery and promises of power I would get the courts to vote against God and in favor of pornography.
Thus I would evict God from the courthouse, then from the schoolhouse, then from the Houses of Congress.
Then in his own churches I’d substitute psychology for religion and deify science.
If I were Satan I’d make the symbol of Easter an egg
And the symbol of Christmas a bottle.
If I were the Devil I’d take from those who have and give to those who wanted until I had killed the incentive of the ambitious. Then my police state would force everybody back to work.
Then I would separate families, putting children in uniform, women in coal mines and objectors in slave-labor camps.
If I were Satan I’d just keep doing what I’m doing and the whole world go to hell as sure as the Devil”
I use to listen to Paul Harvey with my mom in the 70s. He is very accurate on everything he says. All the things he mentioned 54 years ago are exactly what’s going on NOW!
Incredible man, Incredible insight. Share this if you agree.
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