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.
Poor Man Wakes up One Morning and Finds His Late Father’s Old Trailer in His Backyard
One morning, a poor man is stunned to wake up and find his father’s old trailer in his yard with a note from his older brother — but the despised inheritance ends up making his fortune.
When Mark Kendrick’d first married, it looked as if life would run smoothly. He and his wife Sally had a good job. But then back in 2008, his wife lost her job as a chef when the restaurant she worked in closed down.
Left with a huge mortgage, two children, and one salary, the Kendricks had struggled. In 2019 when Mark’s father pa::ssed away, his estate — which was substantial — had all gone to his brother, Jim. It seemed that Mark just couldn’t catch a break.
Mark never told anyone, even Sally, but the conditions of his father’s will had hurt him deeply. Mark was the younger brother by nearly 20 years and the child of his father’s second marriage.
He understood that the company and the big house his father had lived in had once belonged to Jim’s deceased mother and were his by right — but Mark had thought his dad would leave him some token of his esteem.
When Mark was still a child, his father had often played hide-and-seek games with him. The little boy would often find a little treat under his pillow with a note — chocolate or a piece of candy — and the note always said: ‘Daddy loves you, Mark.’
They’d go off on vacation — Mark, his mom, and his dad — on their old trailer. His half-brother, Jim, would never go. He’d always turn up his nose at their ‘trashy trailer’ and go off with his fancy college friends.
The trio would drive around the back roads of America stopping whenever they fancied a town’s name, and the first meal they made was always his dad’s spicy clam chowder.
For Mark, those vacations were his fondest memories of his childhood, and they had ended when his mother pass::ed away, a victim of can::cer when Mark was fifteen. After that, the trailer just sat in the backyard.
Our family’s memories and the good times we spent together are the most precious things we have.
Mark’s dad had withered away to a shadow of his former self and became almost a recluse. In his last years, he refused to see anyone at all, even his sons and grandchildren.
Then, two years after his dad’s pa:ssing, Mark woke up to find the old trailer parked in his driveway! He immediately phoned his brother. “Jim, what’s going on?” he asked. “You left the trailer here?”
His brother was abrupt. “The old man wanted you to have that piece of junk,” he said. “And it’s taking up space I need. So you take it and throw away your own trash!”
“Jim,” Mark asked quietly. “Why can’t we be friends?”
“You ask me why?” asked Jim bitterly. “He loved you more than he ever loved me, he spent more time with you on that stupid trailer than he ever did with me. Tha’s why!”
For illustrative purpose only. Source: Unsplash
Sad Mark hung up the phone, then he went outside and climbed into the old trailer. It was sadly neglected and would need a lot of work before it could be used again.
Mark sat on his old bed and tested the mattress. He’d have to get a new one. Then, out of old habit, he stuck his hand under the pillow. To his surprise, he felt something there!
There was an envelope under the pillow with his name on it! He opened it and found a bank book for an account with a balance of over $60,000! In the envelope was a recipe for his dad’s chowder, and a note.
The note read: “My dear Mark, this recipe and the memories of the good times we shared are all I have to leave you. I hope this money will come in handy. It’s not much, but it may help to smooth your way. Remember me. Daddy loves you, Mark.”
Mark had tears in his eyes. He took the bank book and showed it to Sally. “That’s not bad…” she said. “It’s not the millions that Jim got, but it will help. You can sell that old trailer too. That should bring in a little more money.”
Mark was in shoc::k. “I’m not selling my dad’s trailer!” he cried. “That’s out of the question!”
“Well I don’t want that piece of junk just sitting in the front yard!” cried Sally crossly.
Mark sat on the front porch looking at that trailer for hours. It certainly needed a lot of work… Then he pulled his dad’s recipe out of his pocket and stared at it. “Sally!” he cried. “Come here! I have an idea!”
“What is it, Mark?” she asked.
“You know how you always said you wanted your own restaurant?” he asked excitedly and pointed at the old trailer. “There it is!”
“Are you mad?” gasped Sally.
“No!” Mark said. “Listen, we transform that old trailer into a mobile restaurant/ food truck. We make that amazing clam chowder of my dad’s… We’ll paint it bright, happy colors and string up lights…”
“That could work,” said Sally thoughtfully. “If we can afford the licenses…”
They could and they did. Pretty soon, people were coming from all over the city to eat Pop’s Chowder, making Mark give up his job to help Sally. They started a franchise, and before long, there were Pop’s Chowder food trucks all over the state.
Mark was very happy. His father’s memory was honored every day, with every bite a satisfied customer took of that amazing clam chowder. And thanks to that legacy, he was taking good care of his family.
Mark called Jim and invited him and his family to join them for a family lunch at the old refurbished trailer. Jim came and ate the chowder and the two brothers made peace, just as their father would have wanted.
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