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.
Wealthy Businessman Kicks Son out, Not Knowing the Boy Would Take over as Boss One Day – Story of the Day
When Christopher’s parents learned about his dreams of joining a fashion internship, they were dead set against his decision. They tried to persuade him otherwise and eventually kicked him out, not knowing the tables would be turned years later.
Christopher’s mother, beamed as she checked the college acceptance letters that had arrived for her son. Besides Dartmouth and Georgetown, Christopher had also made it to Stanford.
She couldn’t help but call out to her husband excitedly, and the parents rushed upstairs to their son’s room to make the big announcement. “Son! You got into Stanford! You did it!” his mother exclaimed.
“My boy! A Stanford man! I’m so proud of you!” his stoic father smiled as he hugged him tightly.
“Wait, guys!” Christopher tried to interject, but they weren’t listening. He should’ve guessed something was wrong when his parents, who weren’t the most affectionate or emotional people in the world, just barged into his room with smiles.
“Let’s call your grandparents! They’ll be so happy! Oh! And let’s plan a party!” Christopher’s mother went on as she joined her husband and son.
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“Stop, Mom!” Christopher snapped. “Please stop!”
“What’s wrong, son?” his mother frowned, pulling away.
“You’re wrong!” Christopher screamed, pulling away from his father. “I’M NOT GOING TO STANFORD!”
“But son, Stanford is our family legacy. All men have to go there,” his father added while his mother nodded in agreement.
“Guys, stop! Stop acting like I’m not here! I’m not going to Stanford or any of those stupid schools! Alright?”
“Chris!” his mother warned.
“No, Mom, let me speak. I tried to tell you, but you shut me down,” Christopher continued, reaching for the papers on his bed. “This…I’m going to New York. I got a fashion internship.”
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Richard face drained of blood, and his wife’s eyes bulged out in horror. “Fashion?! You must be out of your mind, boy!” h
“Dad, c’mon, you sell clothes! You should understand me!” Christopher tried explaining his dreams to them, but his parents turned a deaf ear to him.
“Well, I don’t make clothes, son! Or worse, design them! I own the business. I’m not going to spend my money on your stupid dream! You just proved we were failures as parents! You gotta leave! You’re worthless to me!” he said and walked away.
Christopher looked at his mother and held her hands. “Mom, it’s my dream. I need your help to convince Dad!” he pleaded with her.
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But his mother pulled her hand away and shook her head. “Our dream for you was Stanford, son. Sorry, but you need to leave this house.”
Those words stung Christopher, and he could hear his mother’s cry from his bedroom. But he was not going to give up on his dreams. So he packed his bags, called his friend Johnny, and left.
Christopher had decided that he would fly to New York with Johnny once he graduated high school. And that’s what he did.
Johnny’s parents took him in after he was kicked out of his home. And a couple of months later, after the boys graduated high school, they flew to New York.
Johnny was attending NYU while working at his uncle’s brokerage firm, and Christopher received a small stipend for his fashion internship but worked nights at a 24-hour market to pay the rest of his bills.
Christopher hadn’t heard from his parents since the day they kicked him out. In fact, they didn’t even come to his graduation or to see him off at the airport.
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Things got tough for him ever since he had left home, and it was only after arriving in New York that he realized the path to his dreams was not going to be all roses.
There was a final project for his internship, a chance to show a small line to big design houses, but the materials and fabrics were costly, and Christopher realized he couldn’t afford his vision. So he called his father to ask for help.
“What do you want?” Richard angrily asked, answering the phone. The man didn’t even bother asking his son how he was doing.
“Hey, Dad,” Christopher said timidly. “I need your help. Actually, there’s a big opportunity coming up for me.”
“On what? To choose different kinds of pink?” his father said sarcastically.
“No, it’s not that,” Christopher explained that he would get a job instantly if they liked his project at the internship, and they would also fund his future education.
But Richard’s tone remained stiff. “So why are you telling me this?” he sneered, and Christopher could imagine his father rolling his eyes.
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“I need some money,” Christopher said, getting to the point. He was embarrassed but didn’t have a choice. “And it won’t be a handout. I’ll pay you back. The thing is, I can’t miss this chance. It might set me up for life.”
“Well, you’re an adult now, and you make your own choices. Deal with it. You should have gone to Stanford,” his father said heartlessly and hung up.
Christopher hadn’t cried months ago when his parents kicked him out, but he couldn’t contain his emotions any longer. He buried his face in the table before him and sobbed so heavily that Johnny came in.
“Hey, man, it’s OK,” he consoled Christopher and grabbed a chair. It took a few minutes for Christopher to calm down and narrate what had just happened.
“Why don’t you borrow some money from me?” Johnny suggested, but Christopher refused. He already owed their flat’s deposit to him.
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“Is there any chance you could take a break? Like when you defer a class?” Johnny suggested. He noticed Christopher looked unsure. “Look, you could ask them, and hey, I have a spot at my uncle’s firm. You could take that job, make enough money, and finish your internship.”
Christopher never wanted to work in an office. He had aspired to become a fashion designer. But then Johnny explained to him that if he performed well at the job, his uncle’s firm would pay for his school.
Christopher was always good with numbers, and the money was tight, so he accepted the offer. “I think that’ll work,” he nodded nervously.
“Cheer up, dude! You’ll be back in fashion in no time,” Johnny encouraged him, and Christopher nodded, telling himself that he would make his own money. He didn’t need his dad’s help.
Ten years later, things changed. Richard couldn’t bring himself to look at the papers piled on his desk. He had to make a decision on whether to file for Chapter 13 or sell his company.
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Richard could try to start over, but he didn’t want another defeat. He failed miserably as a father when Christopher refused to join Stanford to pursue fashion.
“I’m going to toss a coin! Let destiny pick,” the older man thought and nodded, hurling away the papers on his desk in frustration. Right then, his secretary barged into his office.
“Richard, I found something!” she said and placed a document on his desk, pointing her finger at a name in the papers.
Richard’s eyes widened in shock. “Is this…But that’s impossible,” he muttered, reading more. Richard couldn’t believe his son’s name was included in the buyer profiles.
“I made some calls and confirmed it, sir. It might be a sign from the universe,” she said. “He has a stellar reputation. He worked for a brokerage firm and climbed the ladder quicker than most people. He also bought other struggling businesses and expanded in clothes, accessories, and much more. I think it’s worth trying.”
For illustration purposes only. | Source: Pexels
Richard smiled and even let out a chuckle. His son was a real businessman, not a failed designer surviving on ramen in a dirty studio apartment. He decided he would sell the company to his son.
A few days later, Richard walked into his company’s conference room wearing a wide grin on his face. He confidently shook hands with everyone and smiled at his son.
Christopher sat surrounded by his lawyers. The negotiations had already taken place, and all that was left was signing papers. After that, the company would officially be his.
“Don’t be so serious, son. Your mother is outside. Let’s celebrate after we wrap this up,” Richard told his son, but Christopher didn’t accept the invitation.
His parents had refused to help when he needed it the most. It was Johnny who helped him get the job at the brokerage firm, and Christopher was so good that he quickly climbed to the top. But Christopher couldn’t return to fashion or the internship.
After Johnny moved out, Christopher had to keep working hard to afford living expenses, and his dreams of becoming a fashion designer disappeared. But when a deal with a clothes company came up, he saw a chance and took it.
For illustration purposes only. | Source: Pexels
The company grew so much that Christopher expanded it. And he also offered scholarships and internship programs to fashion students, healing his past wounds and somewhat fulfilling his dreams.
“Mrs. Pattison,” Christopher called his father’s secretary after signing the papers, ignoring his father. “Richard should leave the building. And yes, this applies to his wife too.”
“What the hell are you doing?” Richard jumped to his feet in anger.
“Please be quick, or I’ll be forced to call security,” he told Mrs. Pattison, looking his father in the eyes. “I have no interest in going to dinner with you two! But yes, I do want to know one thing…Am I worthy enough now?”
Richard’s eyes were red in anger, but he nodded and walked away, escorted by security guards.
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If you enjoyed this story, you might like this one about a father who tried to end his son’s craze for dance, only for the young boy to end up in the hospital.
This piece is inspired by stories from the everyday lives of our readers and written by a professional writer. Any resemblance to actual names or locations is purely coincidental. All images are for illustration purposes only. Share your story with us; maybe it will change someone’s life.
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