In-N-Out Stuns Fans with Controversial Announcement After 75 Years: A Bold Move of Genius

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.

My Grandson’s Emotional Reversal

The Unique Function of Grandparents
Grandparents have a distinct place in the world; they are a source of great love, wisdom, and insight. For their grandchildren, they offer emotional support, direction, and role modeling. They are always willing to listen and offer assistance. Having grandparents entails having friends that are always there for us.

A Story of a Grandmother
A grandmother related a tale about her close relationship with her grandson Simon. Simon listened to her stories and helped around the house throughout their many days together. But as Simon got older, their dynamic shifted. He ultimately stopped phoning and gradually stopped coming. Bewildered and saddened, the grandma told herself that Simon was simply occupied with his pals.

The Debate
The grandma went to the home of her grandson and daughter one day. Simon acted as though she didn’t exist by ignoring her. His disrespect was shocking to his mother, who reprimanded him. Everyone was shocked by Simon’s aggressive answer. “She’s the only grandmother I know who doesn’t give gifts!” he remarked. The grandmothers of all my pals spoil them. She has never sent anything to me.

The Repercussions
Simon’s mother reprimanded him for his materialistic mindset, telling him that spending time with his grandma ought to be sufficient. As things grew worse, Simon stormed into his room, breaking his grandmother’s heart. She never thought that her inability to purchase gifts was the reason for his actions. She went to Simon’s room to apologize, but he persisted in being impolite, referring to her as the “worst grandmother.”

Years Apart
The grandmother made the decision to visit less often since she felt rejected. Simon eventually lost contact with his parents after they relocated to a different nation. The granny was quite lonely and missed them. She was unaware of Simon’s life and he never sought out to her.

Forgiveness and Reconciliation
The grandmother lost hope of ever seeing her family as the years went by. Her door was knocked on one day. Simon, a fully grown guy, was in front of her. He apologized in a quiet, regretful voice for his previous actions, acknowledging that they had been painful and stupid. Simon gave his grandma a hug and begged for pardon for their years apart. He clarified that he was too ashamed to contact her until now, even though he acknowledged his sins at the age of 16.

A Fresh Start
Simon disclosed that he had set aside funds to purchase a home within the community. He wanted to live with her so he could take care of her because his company was moving him. Grateful beyond measure, the grandma accepted the chance to be with him once more and granted him her complete forgiveness.

The Instruction
This touching tale highlights the value of understanding, forgiveness, and the special relationship that exists between grandparents and grandchildren. It serves as a reminder that the value of love and quality time spent together surpasses that of material belongings. Let’s value and treasure the unique bond we have with our grandparents.