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.
The Importance of Kindness and Acceptance
I learned early on the importance of respecting people for who they are, despite differences. I think most people can agree that it is a basic moral lesson. Regretfully, there are still those who do not understand the value of basic acceptance and kindness.
A recent horrific event at Disney World brought to light the abhorrent depths of some people’s conduct. A brawl broke out at Belle Vue Lounge, a bar within the Boardwalk Inn, on January 25, leading to the arrest of Brent George, a 61-year-old man. Brent claimed to have been attacked by a nearby family he had been drinking with when police came. He had cuts and bruises on his face.
But more research told a different story. According to the family, a drunken Brent had come up to their table and started making fun of their sister, who has Down syndrome, by mimicking her sporadic grunts. Brent shoved the girl’s mother as she defended her daughter. A family member named Wesley Golberg attempted to step in, but Brent slapped him instead. Wesley and Brent got into a physical fight as a result, which ended when a bystander came to Wesley’s aid and took Brent out of the area.
The police opted to take into account all sides of the argument before taking Brent into custody and accusing him of four first-degree violence crimes. His plea to the charges was not guilty.
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The internet was incensed at Brent’s actions as word of the incident proliferated online. Many more showed their support for the family by denouncing the attack on Wesley and the girl’s mother as well as the belittling of someone with a disability. It’s evident that a lot of people thought Brent’s actions were wrong and should have resulted in consequences.
This event should serve as a reminder of how important it is to show compassion and kindness to other people. In addition to being upsetting, making fun of and belittling someone due to their differences can also escalate into violent confrontations. Let’s work to make the world a more caring and welcoming place where everyone is respected.
When you first read this story, how did you feel? Tell us in the comments below.
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