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.
The flight attendant approached me and requested, “Please remain seated after we land; the pilot would like to speak with you personally.”
I thought my big business trip to LA was going to be just another day until a mysterious request from the pilot left me questioning everything I knew about my past. The truth he shared would alter my future in ways I never imagined.
My flight to Los Angeles was supposed to be a smooth one, but what happened during that two-hour journey changed my life forever. But before I tell you about it, let me share why I had to reach LA that day.
So, I work as an architect at a well-known construction firm, and this is my dream job. Let me tell you, it wasn’t good luck that brought me here. It was my hard work and all those sleepless nights I spent in college upgrading my skills and learning new concepts.
Recently, my boss gave me an opportunity to present a big project to some of our top investors in Los Angeles.
It was a HUGE thing because it could lead to a long-awaited promotion, so I happily accepted the opportunity.
Honestly, I felt so grateful for it because it was also a chance to make my mom, Melissa, proud. She’s my best friend, and that’s mainly because she has raised me as a single parent. She told me my father passed away before I was born, but she never stopped me from chasing my dreams. Mom’s always been there to support me, and I love her for that.
So, when I told her about the meeting in LA, she hugged me and said, “Go get ’em, sweetie! I’ll be praying for you.”
The time flew by at the airport, and soon I found myself comfortably seated on the plane, ready to take off. The flight attendants were all so welcoming, and I lucked out with an empty seat next to me!
As the plane began to ascend, I couldn’t help but feel excited. I was well-prepared for my presentation, hoping the investors would like it.
A few minutes into the flight, a friendly-looking flight attendant named Bethany approached me with a tray of drinks.
“Can I get you something to sip on?” she asked with a smile.
“Just orange juice, please,” I replied, raising my hand to accept the glass. As I did, Bethany glanced down at the birthmark on my wrist.
“I’m sorry, could I have your passport, please?” she asked suddenly.
Well, that’s strange, I thought.
Confused but not wanting to argue, I handed it over. Bethany looked it over carefully before returning it with a nod.
“Just a standard protocol check. Thank you!”
Sounds cool.
A short while later, Bethany returned to my seat.
“Excuse me, will you be in a rush after we land?” she asked.
“Yeah, I’ve got a connecting flight to catch and I’m already running late,” I explained as I subconsciously clasped my hands together.
“Well, the pilot wants to speak with you after we land.”
“The pilot?” I asked. “Why? Can’t he just talk to me now?”
“I’m afraid not,” Bethany replied in a serious tone. “He wants to talk to you in person. I know you’re in a hurry, but trust me, you’ll want to hear this. You’ll regret it if you don’t.”
I sat there, utterly perplexed.
What on earth could the pilot possibly need to tell me? And why did it have to wait until after we landed? My big meeting was hanging in the balance, and I didn’t want to risk missing my connection. But Bethany’s insistence made me feel like this was something important.
As the plane touched down and the other passengers began filing out, I steeled myself and waited patiently for the pilot to approach.
When the cabin was finally empty, a tall man with graying hair entered, his eyes immediately locking onto mine.
At that point, I literally dropped my bag and jacket. My jaw just about hit the floor because I could’ve sworn I had seen this man before.
I instantly recognized him from old photos my mom had shown me. This was Steve, her childhood friend.
But the man didn’t look happy to see me.
In fact, tears were streaming down his face as he threw his arms around me in a tight embrace. I stood there, completely bewildered, as he sobbed into my shoulder.
“What’s going on?” I asked in a shaky voice. “What happened?”
He pulled away, gazing at me with red-rimmed eyes. Then, he gently took my hand and revealed a birthmark on his wrist. It was an exact match to the one on mine.
“Courtney,” he choked out, “I’m your father.”
“Wait, what?” I looked at him with eyes wide open. “My father? But Mom said…”
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