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 Sister’s Boyfriend Was Mocking the Family Cookout I Hosted — He Received a Reality Check Soon
When my sister Amanda brought her new boyfriend Jeff to our family cookout, we expected a laid-back afternoon of burgers and laughter. Instead, Jeff’s arrogant critique of our setup led to an unforgettable showdown at the grill, revealing more about him than any of us anticipated.
My sister Amanda brought her new boyfriend, Jeff, to our family cookout yesterday. It was a casual get-together with about thirty people. Everyone contributed something for the sides.
Barbecue | Source: Pexels
Amanda only brought a single bag of store-brand potato chips. Jeff, on the other hand, made himself at home by grabbing a beer right away before even saying hello to anyone.
We were having hamburgers and hot dogs, just relaxing with the family. Nothing fancy, just the way we liked it. The first plate of hot dogs was done, and we were waiting on the burgers when Jeff asked, “Is this it?”
Jeff | Source: Midjourney
My wife, Sarah, smiled and said, “The hamburgers will be ready soon.”
Jeff didn’t seem to care. “At my family’s barbecues, we have BBQ chicken, steak, shrimp, and many other options.” His voice had a hint of pride, and he looked around as if he was appraising our efforts.
Diverse barbecue platter | Source: Pexels
I could feel my blood boiling, but I kept my cool for Amanda’s sake. Jeff kept talking, his condescending comments filling the air. “You know, you guys should come to my place next time. I can show you how a real barbecue is done.”
Sarah glanced at me, her eyes asking for patience. Amanda was busy chatting with our cousins, oblivious to Jeff’s attitude.
Oblivious Amanda | Source: Midjourney
“Everyone has their own way of doing things,” Sarah said, trying to be diplomatic.
Jeff just shrugged. “Sure, but there’s always room for improvement, right?”
I clenched my teeth and took a deep breath. “Jeff, why don’t you sit down and enjoy what we have? It’s all about being together with family.”
Man in a suit | Source: Pexels
He nodded but didn’t seem to take the hint. Instead, he kept sipping his beer and critiquing everything. “The setup is a bit basic, don’t you think? At my family’s cookouts, we have a whole setup with tents and a proper grill.”
“Yeah, well, we like to keep things simple,” I said, trying to keep my voice steady. “It’s about the company, not the presentation.”
Serious woman in her backyard | Source: Pexels
Jeff looked like he was about to say something else, but Sarah cut in. “Amanda, why don’t you tell us more about your new job?”
Amanda turned, her face lighting up. “Oh, it’s been great! I’m really enjoying the new responsibilities.”
Jeff didn’t let the conversation shift for long. “You know, Amanda, we should host the next cookout. Show everyone how we do it.”
Young arrogant man wearing sunglasses | Source: Pexels
Amanda smiled awkwardly. “Maybe, Jeff. But let’s just enjoy today, okay?”
I couldn’t believe this guy. He hadn’t even bothered to introduce himself properly, and here he was, acting like he was better than us. I caught Sarah’s eye again. She gave me a small nod, silently telling me to stay calm.
My brother, Mark, walked over, holding a plate of burgers. “Burgers are ready!” he announced.
Sliced burger | Source: Pexels
“Finally,” Jeff said under his breath.
I shot him a look, but he didn’t seem to notice. Everyone started grabbing plates and loading up on food. I made sure to get a burger and sat down next to Sarah.
“Just let it go,” she whispered. “He’s new.”
“I know,” I replied, trying to keep my voice low. “But he’s really pushing it.”
The host watches Jeff | Source: Midjourney
By this point, everyone was noticeably uncomfortable, and my wife was giving me the “please do something” look. I finally had enough when Jeff said, “Man, you guys really need to step up your game. This is kind of embarrassing.”
Without missing a beat, I turned to him and said, “You know what, Jeff? If this is so embarrassing, let’s go to the store right now, and you can show us how it’s done. We’ll buy everything you mentioned, and you can cook it yourself.”
Picking meat at a store | Source: Pexels
Jeff looked a bit taken aback but didn’t back down. “Fine, let’s do it,” he said confidently.
I grabbed my keys, and Jeff and I headed to the store. We bought BBQ chicken, steaks, shrimp, and all the fancy sides Jeff had bragged about. When we returned, I handed him an apron and said, “Alright, Jeff, the grill’s all yours.”
Jeff burns the food on the grill | Source: Midjourney
Jeff started fumbling with the grill, clearly out of his element. It became quickly apparent that he had no idea what he was doing. He overcooked the steaks, turning them into tough, leathery messes. The shrimp were rubbery and over-seasoned. The BBQ chicken was burnt on the outside and raw on the inside.
As we all stood there, trying not to laugh, I raised my glass and said, “To Jeff, for showing us how it’s done.” The whole family burst into laughter, and even Amanda couldn’t help but chuckle.
Burnt food | Source: Pexels
Jeff turned beet red and muttered something about the grill being faulty, but the damage was done. His bravado was shattered, and he spent the rest of the evening sulking in a corner.
The next day, Amanda called me, apologizing for Jeff’s behavior. She admitted she hadn’t realized how arrogant and clueless he was until that cookout. A few weeks later, she broke up with him, realizing she deserved someone who respected her family and wasn’t all talk.
Arrogant young man | Source: Pexels
“Hey, remember Jeff?” Mark said at our latest cookout, flipping a burger with a grin.
“Oh, how could we forget?” Sarah replied, shaking her head with a laugh.
“I still can’t believe he thought he could show us up,” Amanda added, smiling but with a hint of sadness in her eyes.
Smiling woman | Source: Pexels
“That was something,” I said, raising my beer. “To Jeff, the BBQ master.”
Everyone laughed, clinking their glasses together.
“You know,” Amanda continued, “I learned a lot from that day. It’s not just about what people say they can do, but what they actually do. Actions speak louder than words.”
Family barbecue | Source: Midjourney
“Absolutely,” Sarah agreed. “And you deserve someone who can really follow through on things.”
“I do,” Amanda nodded. “And I’ve found someone who does just that. Maybe I’ll bring him to the next cookout.”
“That’s great to hear,” I said, genuinely happy for her.
Family gathering in the yard | Source: Pexels
We all continued to reminisce, sharing stories and laughing. The memory of Jeff had become a funny, albeit embarrassing, chapter in our family’s history. It served as a reminder that no matter how fancy someone tries to make things, it’s the genuine effort and love put into something that truly matters.
“Who knew that one disastrous cookout would teach us so much?” Mark mused, taking a sip of his drink.
The host toasts to his family | Source: Midjourney
“Life has a funny way of teaching us lessons,” I said. “And sometimes, the best lessons come from the most unexpected places.”
“To family,” Sarah said, raising her glass.
Family cookout | Source: Pexels
“To family,” everyone echoed, smiling and enjoying the moment.
And so, even years later, the story of Jeff’s BBQ fiasco lived on, a legend within our family. It was a tale we would tell for years to come, always ending with laughter and a sense of togetherness.
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