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.
Heartbreaking Tragedy: Dad Breaks Silence After Mom and 3 Kids Found Dead
The small town of Wolcottville, Indiana, is still in shock after a terrible tragedy earlier this September.
Rebecca Hughes, who was 32 years old, was found dead along with her three children: 8-year-old Evelyn, 6-year-old Allison, and 5-year-old Amelia.
On September 17, police went to check on Hughes at her home and found her body along with her children’s.
The Indiana State Police sent detectives and crime scene investigators to the home. Police stated that the information and evidence they have shows there is no threat to the public.
While the investigation is still going on, authorities have not yet figured out what caused the tragedy, according to WSBT22. The Noble County Coroner’s Office has not released the cause of death or a toxicology report.
This heartbreaking news has deeply affected the close-knit community of Wolcottville, which has about 1,000 residents. As people learned the names of the family, many gathered to mourn and pay their respects. Main Street was filled with candles and stuffed animals, creating a touching tribute to the lost family.
Local pastor Mike Stanley told WSBT22, “Everybody’s grieving in their own way. If we come together and share that love… there are people here that I don’t know from the community, and I’ve lived here for twenty-some-odd years. But if we share the hurt, we share the burden; it all gets a little lighter for all of us.”
The children’s father, Jonathan Newell, set up a GoFundMe page to help with funeral costs. He also shared a moving statement. “These kids deserve so much more than I can provide for their burials. Rebecca, their mom, took them with her when she passed on 09/17/2024. If you can, everything helps. If you need to be paid back after, I can make payments. I’ll do whatever it takes,” Jonathan wrote.
The community came together to support Jonathan and the children. By the end of the fundraising campaign, he had received an amazing $47,000 in donations. “People who didn’t even know me or my kids started just giving money and sending messages,” Jonathan told ABC57.
On Sunday, September 22, funeral services were held at Hite Funeral Home for the girls, followed by a burial at Swan Cemetery. In another update on September 24, Jonathan wrote, “The funeral was beautiful, and my daughters were laid to rest in peace. Please stop donating now; I appreciate everything, but others need this now. Tomorrow I will start personal thank yous again.”
At this point, no one knows for sure what happened to the girls, as nothing has been made public. However, interviews with Jonathan, the father, and Rebecca’s friends show that Rebecca struggled with mental health issues.
Friend Ashley Gross posted on Facebook, describing Rebecca as “quiet and shy” around strangers but “so funny and bubbly” with friends. She added, “Rebecca did love her kids, and unfortunately, I don’t think anyone was there for her as she was going through something, mentally and emotionally.”
In the wake of the tragedy, Jonathan has shared an important message. He expressed regret for not being more present and hopes others can avoid feeling the same way. “If you are a parent, and you have kids, and you need help, then get it. Because you don’t know when it’s going to be the last time you can,” he pleaded.
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