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.
Urgent Call for Prayers – Ed Sheeran Faces Inoperable Tumor And Unfolds Urgent Situation
A first-look at the documentary on Ed Sheeran’s life shows the emotional moment he breaks down in tears while opening up about his wife Cherry Seaborn’s health struggles.
Earlier this month, the singer took to Instagram to share the news that Seaborn, who he’s been married to since 2019, was diagnosed with a tumour while pregnant with their second child last year.
Within the same month, the singer’s best friend, Jamal Edwards, tragically passed away.
These difficult life events changed the course of Sheeran’s upcoming Disney+ docu-series The Sum of It All, something that he discusses in the trailer.
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“Cherry’s health, it was really bad, and then suddenly my best friend Jamal dies,” he explains.
“You guys said, ‘Do you want to make a documentary?’ And I went, ‘Yeah, it should be me in the studio and we’ll play the gig.’
“That’s not what the documentary is.”
The camera then cuts to the ‘Shape of You’ singer in a car as he bursts into tears.
And hundreds of people have offered words of support, with one writing in the trailer’s YouTube comments: “This doc series just proves that even when fans thinks he’s a super figure… he’s just a human with ups and downs just like the rest of us.
“So much respect for Ed and Cherry!”
Another wrote: “I’m so excited for this, he deserves every bit of success and good things in his life.
“You can always see the passion he has for music and expressing himself, that has never changed.”
“Real life comes to all of us, no matter where we’re at,” added a third. “I’m hoping you Cherry and the girls are doing well.”
The upcoming documentary, which also coincides with Sheeran’s sixth studio album release ‘Subtract’, is said to take viewers on a journey into how an ‘unlikely child with a stutter rose to fame to become one of the biggest global music superstars’.
Per the official synopsis: “For the first time, global superstar Ed Sheeran opens the doors to a definitive and searingly honest view into his private life as he explores the universal themes that inspire his music.
“This series follows Ed after he learns of life-changing news and reveals his hardships and triumphs during the most challenging period of his life.”
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