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.
SCHOOL EMBARRASSES TEEN OVER OUTFIT—HER DAD’S HILARIOUS REVENGE IS UNFORGETTABLE
In August 2017, Tony Alarcon’s phone rang unexpectedly.
Like many parents, he thought it might be a telemarketer. But this time, he answered the call.
Hearing from the school can be nerve-wracking for any parent. Tony immediately started worrying—was his daughter, Demetra, okay? Had something happened?
What he found out left him surprised.
It was a hot summer day in Northern California, with temperatures reaching 90 degrees. Tony had dropped off his 13-year-old daughter, Demetra, at school that morning. She wore a blue romper to stay cool in the heat, and neither of them thought the outfit would cause any issues.
Demetra, a student at Raymond J. Fisher Middle School in Los Gatos, California, had simply dressed for the weather.
Not everyone agreed with Demetra’s outfit. A teacher at her school said her romper was “too distracting” for the boys.
When the teacher told Demetra that her outfit was too short, her dad, Tony, rushed back to the school with a change of clothes—jean shorts and a tank top. But the school said those clothes were also inappropriate.
Tony was shocked. He asked Demetra to bend over and touch her toes in front of the school administrator. “Nothing is hanging out. There’s nothing inappropriate. I don’t understand this dress code rule,” he told TODAY.
Still, the school said her clothes were “distracting.” Since it was 90 degrees outside, Tony had no choice but to go to his car and grab a pair of leggings for Demetra to wear.
Demetra felt embarrassed.
Tony expressed his frustration, saying, “She’s just a kid. She’s only 13. She’s not trying to be a sex symbol. She just wants to be comfortable and attend class, but we’re not giving her that chance.”
This wasn’t the first time Demetra had been in trouble for her clothes. Just a week before, she was called out for a visible bra strap. “When I got dress coded last week, they said my bra strap was showing,” Demetra told the *San Jose Mercury News*. “Like, I’m wearing a bra—what’s the big deal?”
Tony, a successful investment advisor and father of two, didn’t let it go. Angry at what he saw as an unfair rule that mostly targeted girls, he took his complaint to social media. Parents from all over the country showed their support, agreeing that the school’s dress code was outdated and unfair to girls.
“Demetra’s not the only one. If you sit in the school parking lot, you’ll see that,” Tony said. “Lots of girls just want to be comfortable, but they feel forced to wear leggings even when it’s 100 degrees outside.”
Tony believed that parents, not schools, should decide if their children’s clothes are appropriate. He was also worried about how being told their clothing is a “distraction” to boys could affect young girls emotionally in the long run.
The story quickly got attention from the media, with major news outlets reporting on Tony’s efforts to change the dress code. While the school didn’t speak on camera, they did release a statement:
“The Los Gatos Union School District believes that appropriate dress and grooming contribute to a productive learning environment,” the district said. “Students are expected to wear clothes that reflect the core values of our learning community.”
Tony’s efforts made an impact. His push for change led the Los Gatos Union School District to reevaluate its dress code to make it fairer and less strict for all students.
Lisa Fraser, the school’s principal, explained that the dress code rules, called “Fashion Faux Pas,” apply to both girls and boys. Some of the rules include no hats or hoods indoors, no visible underwear, no inappropriate logos or words, and shorts must have at least 4-inch inseams.
“There has always been a dress code,” Fraser told a newspaper. “These are basic rules for appropriate behavior. I can set guidelines for the school, but I want them to reflect the community’s values.”
In the end, Tony Alarcon’s persistence started an important discussion about how school dress codes affect young girls — showing that one parent’s voice can truly make a difference.
What do you think about the school’s dress code? Have you or your children faced a similar situation? Share your thoughts and experiences in the comments!
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