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.
Paris Jackson just turned 25 and reveals what Michael Jackson was really like as a father
Paris Jackson was born on April 3, 1998 in California as the second child of legendary musician Michael Jackson. Growing up in the shadow of the “King of Pop,” her life was anything but ordinary from the start. Her early years were a mixture of privilege and seclusion, shielded from the public eye by her father and siblings, who valued privacy and a non-traditional education.
Paris and her brothers were homeschooled until sixth grade, and were spared the relentless media scrutiny that dominated Michael Jackson’s life. Her father, who was deeply committed to a rich education, exposed her to different cultures and experiences beyond the glitz of fame. Paris fondly remembers how these experiences broadened her worldview and instilled in her values such as cultural appreciation and hard work. From a young age, she understood the importance of succeeding on her own merits.
At the age of 11, tragedy struck Paris when her father died suddenly, thrusting her into the spotlight. Her poignant speech at his memorial service marked her public debut and gave the world a glimpse into Michael Jackson’s private family life. Paris and her brothers then accepted her father’s posthumous Lifetime Achievement Award at the Grammy Awards, further cementing her public presence.
Navigating her youth amidst her father’s legacy proved challenging. Paris faced personal issues that culminated in a time of change at a therapeutic boarding school in Utah. This experience was pivotal in improving her mental health and developing a stronger person
Despite the significance of her family name, Paris was determined to follow her own path. She graduated from high school and embraced modeling as a means of self-expression, which brought her to the attention of prestigious publications. Her unique style and individuality shone on the covers of Rolling Stone, Vogue and Narcisse, making her a fashion icon in her own right.
In 2020, Paris ventured into the music industry with her debut album, “Wilted,” showcasing an indie folk sound that explores themes of heartbreak and love. Although Paris is influenced by her father’s musical legacy, she is focused on developing her own identity in the industry.
Throughout her journey, Paris Jackson remains deeply connected to the memory of her father, finding comfort in dreams in which Michael Jackson continues to guide and comfort her, underscoring their enduring bond.
One of resilience and growth, handling fame and personal loss with grace, Paris Jackson’s story serves as an inspiration to those facing adversity and embodies the pursuit of individuality amidst the challenges of her extraordinary upbringing.
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