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.
“Sorry for the Delay…” Began the Letter Discovered Among My Deceased Mother’s Possessions
I thought I knew everything about my family until my mother passed away unexpectedly. I felt lost without her. To remember her, I moved back into the old house where I grew up, surrounded by cherished memories, pictures on the walls, her favorite books, and the familiar scent of lavender.
One day, I felt drawn to the attic, especially a closet that had always been a mystery. My mom never discussed what was inside, and as a child, I never asked. But now, I was ready to explore.
On a rainy afternoon, I opened the closet door. Dust danced in the light as I pulled out a box filled with postcards, unfamiliar photos, and jewelry I’d never seen her wear. Among the items was an old letter addressed to my mother. Its yellowed paper felt ancient, and I wondered why she had kept it hidden.
Curiosity took over as I opened the envelope. The letter began with an apology for not writing sooner. It was from someone named John, reminiscing about their past together. As I read, I discovered he had loved her deeply and hinted that the man I knew as my father was not my biological dad.
The realization hit me hard. My entire life had been based on a lie. I felt a mix of anger and confusion. Who was this John, and why did my mom never tell me about him? I knew I had to uncover the truth.
The next day, I visited Mrs. Natalie, our neighbor who knew my mom well. I asked her about John. She explained that he was a man my mother once loved but had vanished from her life, leaving her with a painful memory. I left her house with more questions than answers.
Driven by a need to learn more, I followed clues to a small town where John might be living. When I finally found his house, my heart raced. John opened the door, recognizing me immediately. He welcomed me in, and I learned he had loved my mother and never knew about me until years later. He had chosen to stay away to respect the life she had built.
After our conversation, I returned home, feeling a mix of emotions. I knew I had to tell my dad, David, about everything I had discovered. When I shared the news, he listened patiently and expressed his love for me. “Emma”, he said gently: “You are my daughter, no matter what”.
In the end, I found peace within myself. I decided to build a relationship with John while cherishing the bond I had with David. What mattered most was the love we shared, no matter the secrets of the past.
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