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.
Is this really Elvis Presley? Even the Got Talent judges were confused after his shocking performance…
Few spectacles in the world of talent exhibitions manage to enrapture audiences quite like the iconic Elvis Presley. His melodies, charm, and lasting influence persist through the ages, inspiring successive generations long after his departure from the earthly stage.
But what if the King himself were to grace us with his presence once more? This tantalizing prospect became a reality on a recent installment of America’s Got Talent, where Joseph Hall stepped into the limelight to resurrect the spirit of the legendary rock ‘n’ roll monarch.
Amidst palpable anticipation from the audience, behind the curtains, a man prepared to don the mantle of the most renowned performer to ever grace the stage. With a stride exuding confidence and a dash of nostalgia, Joseph Hall emerged, embodying the essence of Elvis himself. The crowd erupted in a frenzy of excitement as the timeless figure reclaimed his spotlight.
Introducing himself to the panel of judges, Joseph shared his aspiration of realizing his passion for embodying Elvis. Hailing from Lincoln, Nebraska, Joseph conveyed his appreciation for the chance to breathe life into the legend on the America’s Got Talent platform.
Encouraged by the judges’ words, Joseph took center stage, poised to channel the spirit of Elvis through his performance. As he commenced his rendition, moving and crooning with the same finesse and allure as the King, it became evident that something truly enchanting was transpiring before the audience’s eyes.
Despite the skepticism often accompanying Elvis impersonators, Joseph’s authenticity and undeniable talent shone through. Simon Cowell, renowned for his discerning assessments, confessed to being pleasantly taken aback by Joseph’s rendition, commending his ability to capture Elvis’s essence without veering into caricature.
His fellow judge, Howie Mandel, couldn’t help but marvel at Joseph’s striking resemblance to the King, a sentiment echoed by Sharon Osbourne, who expressed her admiration for his undeniable skill.
In a unanimous decision, the judges showered Joseph with praise and accolades, bestowing upon him a resounding “yes” to progress in the competition. With his passage to Las Vegas secured, Joseph reveled in the exhilaration of the moment, ready to embark upon the next leg of his journey.
As the curtain drew to a close on the Chicago auditions, the flame of Elvis Presley’s legacy was reignited through Joseph Hall’s electrifying performance.
With myriad acts yet to be unearthed, America’s Got Talent persists in spotlighting the remarkable talents strewn across the nation. Stay tuned for further moments of awe and wonder, pondering anew the perennial query: does America indeed possess talent? Until we reconvene, continue to dream and hold fast to the belief in music’s transcendent power over time and space.
Leave a Reply