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.
Inside a ‘Dystopian’ Apartment Block Where That Houses Over 20,000 Residence
Deemed a “Dystopian Apartment,” a building in China has recently gone viral on TikTok. Incredibly, it has the ability to host up to 30,000 residents.
The video was posted by @fatheristheone using a drone and caught people’s attention for more than just the impressive interior and unique design.
People were also astonished after seeing footage that truly captivates the enormity of the building.
Many people have read at least one novel focusing on a Dystopian society. Or at least understand that it describes a society that lives in fear or has been dehumanized.
Most works have been fiction, although some might argue they’re a possible warning about the future.
Either way, China currently has an apartment building that can house up to 30,000 residents at one time. Furthermore, containing everything residents could possibly need.
Features of the Dystopian Apartment
The “dystopian” apartment, called the Regent International, is located in Qianjiang Century City, more specifically, in Hangzhou’s central business district.
The building was actually designed by Alicia Loo, chief designer of a 7-star hotel called the Singapore Sands Hotel, and was inaugurated in 2013.
Impressively, the building is 675 feet tall and is currently home to around 20,000 residents. It is an S-shape and has 36, or 39, floors depending upon which side of the building you are.
Unsurprisingly, it’s one of the most densely populated areas in the world, thanks to the numerous residents coexisting under one giant roof.
Within the more than 30 floors of the Regent International, there are a number of amenities. Some include restaurants, swimming pools, and nail salons.
The building also contains its own grocery stores and internet cafes. Essentially, anything one might find “in town” can be found indoors the “dystopian apartment”.
As a result, many residents may never step foot outside again. Posing the question, will they also never get any fresh air or feel the sunlight on their skin? First, the residents aren’t forced to stay indoors, nor are they forced to live in the “dystopian apartment.”
In contrast, most residents are young professionals and influencers or college students. Both of them greatly benefit from the cost-effectiveness and convenience of living in a place such as an S-shaped building.
Advantageous Living
Living there seems to be incredibly convenient for residents as they have everything they could possibly need under one roof.
Convenience isn’t the only advantage. Its affordability is another great benefit to living at Regent International.
Units vary in size and cost but range from 1,500 RMB, which is equivalent to around $200.00 per month, to 4,000 RMB, which is just under $600.00 per month.
While some are apprehensive, calling it a “dystopian apartment,” others have praised the innovation behind the building. It’s even been called “the most sustainable living building on earth.”
Another interesting advantage comes to light in the midst of a housing crisis that is seemingly sweeping the U.S. The “dystopian apartment” could serve as a model for how the U.S. can possibly create more living spaces for people without taking up copious amounts of land.
Interestingly, one state has already developed something like the hotel turned apartment city. Whittier, a city in Alaska, has a 14-floor building in which all 272 residents live. It, like the building in China, has everything one would find “in town.” This includes a church, school, post office, and police station.
Possible Downsides
Like everything in life, this, too, has pros and cons. After all, the building has been referred to as “dystopian apartment” for a reason.
As previously mentioned, many people are wondering how so many people can live in one place. U.S. residents tend to prefer privacy. Space from their neighbors. Even a yard to hang out in or for their dogs to play.
A major drawback to a housing solution like this is that people will have very little space of their own, with little opportunity to be outdoors or get fresh air. Luckily, the problem of getting fresh air can be remedied by taking a stroll or renting one of the larger units in the Regent International, as some come with balconies, providing some relief from living in there.
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