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.
This kind 8-year-old paid off his friend’s school lunch debt after he was denied food
Cayden Taipalus, eight years old, is here to restore your confidence in humanity, so do not lose hope if you feel that it has been lost.
This young man decided to take matters into his own hands after noticing that one of his buddies was not receiving a warm breakfast at school.
Specifically, Cayden witnessed his friend receiving a sandwich rather than a hot dinner at Challenger Elementary in Howell, Michigan, one day because there weren’t enough money in his lunch account. His heart was broken, and he felt compelled to change things.
After getting home, Cayden immediately told his mother what he had seen and that it had made him feel a little depressed. His mother, Amber Melke-Peters, concurred that action was necessary to stop incidents like that from happening in the future, so together they devised the concept of creating a fundraising website named “Pay It Forward: No Kid Goes Hungry.”
Cayden asked for donations to cover his friends’ lunch debts from neighbors, relatives, and friends. His endeavor, nevertheless, went beyond financial gain because many were inspired by his narrative as it spread.
In an effort to generate money on his own, he even launched a recycling drive. He then addressed the school’s lunch staff and asked that the money be transferred to the accounts of students who were having financial issues.
More than $41,000 has been raised since Cayden launched his effort, allowing him to feed many underprivileged pupils.
Cayden’s ultimate goal is to ensure that no child misses a school day without a hot meal.
“I am so very proud of my son,” his mother declared in an interview with ABC News. His understanding of this notion at the age of eight is quite remarkable, in my opinion. His heart is made of gold.
What started as a stirring feeling in Cayden’s gut turned into an initiative that might guarantee that many kids have hot lunches.
Many people appreciated him and were motivated to support his initiative.
We think this is a fantastic initiative you choose to work on, and we contributed to it. I’m hoping that your idea has received a nomination for the Make a Difference initiative. Someone wrote, “Cayden, you have really made a difference. You have done an amazing job of helping a lot of kids.” You wouldn’t imagine that children would go hungry in a land of plenty, but in actuality, for a lot of youngsters, the food they consume at school can be their only meal of the day. It breaks my heart. As they say, it takes a village to raise a child, and by doing this, we can contribute to the upbringing of a few children while preserving their dignity.
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