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.
Sister Seized Family’s Entire Inheritance and Only Left a Tattered Blanket for Brother with Disability – Story of the Day
Edward was devastated when his sister, Sarah, called him and told him their grandmother died. He never imagined she would also plan on taking almost everything, leaving him only an old blanket…
“Grandma Sandy is dead. Are you coming to the funeral?” Sarah said coldly through the phone.
“Sarah, how can you speak so callously? Of course, I’m coming to the funeral,” Edward told his big sister. She probably asked because it was hard for Edward to move around with his disability. He was in a car accident several years ago and lost both legs.
Edward grabbed an old blanket from his grandmother’s house. | Source: Shutterstock
Since then, his family lived on his wife’s paycheck, which was not much. Gianna worked hard, but she also had to help him and mostly raise their two kids. Edward had not been able to find a proper job, but he was currently waiting for a work-from-home offer.
Sarah’s news was devastating. He loved his grandmother dearly, and unlike everyone else in the family, she tried her best to help his family after the accident. She didn’t have a lot of money but babysat the kids often.
“Well, whatever. She was old already. Anyway, I’m calling to tell you to get here fast, or I’m taking almost everything,” Sarah added.
“What do you mean? Get where?” Edward asked, confused.
Sarah was sorting and taking everything valuable. | Source: Pexels
“Her house. I’m here sorting through stuff, and I’m taking most of it now. Maybe I can get something out of it,” Sarah explained.
“You can’t do that!” Edward yelled through the phone.
“Yes, I can. She left no will, and we were her only direct relatives. Also, I’m keeping the house because you already have one. I’m being nice and telling you to come here if you want anything before I sell them,” Sarah finished and hung up.
Gianna drove Edward to his grandmother’s house, but when he got there, Sarah didn’t let him take anything. “No, I called dibs on that already,” she said when he grabbed a random vase. It didn’t matter. Owning these things would not soothe the pain of losing their grandmother.
Edward took interest in his grandmother’s old blanket instead. | Source: Pexels
“How about this?” Edward asked, grabbing an old blanket with a beautiful pattern. He remembered when he and his neighborhood friends would use it to build a fort with his grandmother’s dining room chairs.
“Oh, that old thing? Sure,” Sarah said dismissively. Edward took it and told his wife it was time to leave. He didn’t want to spend one more minute in that house, watching his sister callously sort through their grandmother’s things for her personal gain.
“I can’t believe Sarah’s attitude,” Gianna said on the car ride home.
“I know. She was never the warmest person, but this is just…disgusting. If our parents were here, they would be so disappointed,” Edward added. But they let the subject go and continued with their lives. He finally landed a job that allowed him to work from home.
Their Native American friend, Chenoa, thought the blanket could be special. | Source: Unsplash
Everything was looking up for their family after all these years of worry. Gianna also decided to hang the blanket in their room because the intricate woven pattern was beautiful. “I’m going to save up some money, and we can frame it,” she said.
He loved his wife because she could appreciate the little things like that. One day, her friend, Chenoa, visited them, and Gianna showed her the blanket. “OMG, that actually looks Navajo!” her friend said.
“You think so? I think Edward’s grandmother had it for ages. She might not have known,” Gianna added. But Chenoa was Native American. She would definitely know.
“That’s definitely a Navajo blanket, and it looks old but well-preserved. Can I take a picture? There’s a man on the reservation who can identify Navajo anywhere. I’ll text him,” Chenoa explained.
They auctioned it off for a huge amount. | Source: Unsplash
A few minutes later, the man replied and confirmed that the blanket was, in fact, authentic and appeared to be antique. Edward and Gianna invited the man over, and he explained that it could be a blanket from the 1800s.
“This is serious. You two might have stumbled upon a precious antique,” the Navajo expert told them.
So they took the blanket to an antiquarian who confirmed this too. “This could be worth between $200,000 and $500,000…maybe more,” he explained.
Upon learning this, Edward and Gianna decided to place the blanket for auction despite its big sentimental value. The fact is, life is unpredictable, and they needed the money so their kids would be safe. But they didn’t expect how the auction would turn out.
“Sold! For 1.5 million dollars!” the auctioneer yelled. Edward and Gianna looked at each other, dumbfounded. They were now millionaires.
Sarah demanded money and was arrested for trespassing. | Source: Unsplash
Their big win reached the local newspaper which wrote a story about it, and Edward’s entire family, including Sarah, found out. “I demand half that money, Edward! Or I will sue you!” Sarah screamed at him.
“You kept everything for yourself, Sarah. You don’t have a case. This is our money. Goodbye,” Edward said.
Edward was right. Sarah didn’t have a case, so she started harassing them for the money. This urged Edward to have her arrested for trying to break into their home. He also filed a restraining order against Sarah and got her to stop harassing them.
In the end, Edward’s family thrived, thanks to that money. The kids had college funds, and he started his own business.
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