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.
Princess Catherine’s Latest Public Appearance Has Fans Talking About Her “Grown” Hair
Kate Middleton is making waves again, and this time, it’s all about her hair. Despite facing cancer and going through chemo, Kate’s hair looked so healthy that it sparked a frenzy of reactions online. Some were in awe of her strength and beauty, while others were left buzzing with curiosity.
In a deeply moving moment at Windsor Castle on October 2, 2024, Princess Catherine Middleton embraced 16-year-old Liz Hatton, a young photographer fighting a rare and aggressive tumor. It was Catherine’s first public appearance since resuming royal duties, and the image of their hug quickly spread online, sparking an emotional response.
Liz’s short hair, a result of her grueling battle with the disease, stood in contrast to Catherine’s healthy-looking locks—a detail that didn’t go unnoticed. Both women have faced cancer, and this poignant difference between them became a powerful image of resilience and hope. Online platforms were flooded with comments, particularly on Catherine’s hair.
As Princess Catherine Middleton was seen offering support to the young photographer, one comment took a more critical tone, with one person asking, “How did Catherine not lose any hair after chemo?” Another cynically remarked, “How come that all the real cancer patients are without hair on their head and your hair is longer and longer?”
While some comments were probing and critical, others were filled with admiration for her appearance. One fan gushed, “Catherine looks stunning 😍,” while another marveled, “Kate’s hair! Wow!” Some wondered aloud, “Has Kate got extensions? My goodness, her hair has grown.” Another admirer expressed, “Catherine, it’s so great to see you looking so healthy and beautiful ❤️,” and a similar sentiment followed, “Her hair is beautiful, but more than that, I’m just glad to see her out and about❤️”
This appearance, which has sparked a range of reactions, is a rare one for Catherine, as she has largely remained out of the public eye this year. The Palace previously mentioned that it is still uncertain whether the princess is cancer-free, even after completing chemotherapy.
This isn’t the first time comments like “How come she still has her hair?” have surfaced regarding Princess Catherine’s public appearances. In her first outing in months, many were astonished by her hair.
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