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.
I Found a Boy in My Backyard—His Shocking Secret Will Leave You Speechless
I Found a Boy in My Backyard—His Shocking Secret Will Leave You Speechless
I felt so sorry for him—a seven-year-old boy. I gave him a glass of water and a seat as I led him inside.
I saw the tiredness in his eyes and the dirt on his face as he drank. “Tommy, where do you live? Do you know your address?” I asked gently. He shook his head. “I was with my uncle, but he said he couldn’t take care of me anymore. He left me on the street.”
It was worse than I had imagined. Even though I had so many questions, my main concern was keeping Tommy safe. I didn’t call the police right away because I didn’t want to scare him. I told him, “We’ll figure this out. Let’s get you some food and cleaned up first.”
After a good meal and a bath, Tommy seemed more relaxed. He even managed a small smile. I called a friend who works in social services, and they promised to come over to help.
While I waited, I gently asked Tommy more questions. He shared some details about his life before being left on the streets, mentioning his mother, Lisa, and a sad story of abuse and being abandoned.
Soon, my friend arrived and spoke kindly with Tommy. After what felt like hours, she came back, her face full of determination. “Tommy needs to go somewhere safe tonight,” she said. “I’ll set him up in temporary foster care and start searching for his family.” She added, “But we need to handle this carefully.”
I nodded, feeling both relieved and sad. Tommy had already found a place in my heart, but I knew he had to leave. Over the next few days, I stayed in touch with my friend and got updates. They found Lisa, his mother, who had been searching for him for a long time. She had overcome her own struggles and was ready to bring him home.
The reunion was emotional. I cried as I watched Tommy and his mother hug each other tightly. Lisa thanked me, and we exchanged contact information to stay in touch. In the following months, Lisa kept me updated. She was rebuilding her life, and Tommy was thriving.
One sunny afternoon, Lisa called and invited me to Tommy’s birthday party. When I arrived, Tommy greeted me with a huge smile. Lisa hugged me again, expressing her gratitude. The day was filled with laughter and celebration. As I watched Tommy playing with his friends, I felt a deep sense of peace and happiness. What began as a chance encounter had turned into a life-changing experience for Tommy, Lisa, and me.
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