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.
CATHERINE ZETA-JONES AND MICHAEL DOUGLAS CELEBRATE 23RD ANNIVERSARY WITH HEART-MELTING WISHES
When Michael Douglas, then 54, caught sight of Catherine Zeta-Jones portraying Elena Montero in 1998’s “The Mask of Zorro,” he was instantly captivated.
In that same year, both Oscar-winning actors found themselves at the Deauville Film Festival, with Zeta-Jones promoting the film alongside Antonio Banderas, and Douglas attending for his movie, “A Perfect Murder.”
Following his instincts, Douglas had his publicist arrange a meeting.
However, things didn’t quite go as planned.
“I met her in the bar and was a complete gentleman,” shared the star of “Fatal Attraction” with People magazine. He recounted inviting her back to his room for a nightcap.
Later that evening, when the now 54-year-old star of “Ocean’s Twelve” joined him, he fumbled by saying, “You know, I’m going to be the father of your children.”
Douglas remembers her response: “You know I’ve heard a lot about you, and I’ve seen a lot about you, and I think it’s time that I say goodnight.”
Meanwhile, Zeta-Jones, whose breakout role was in “The Mask of Zorro,” believed the encounter with her future husband was purely work-related.
“I was going to a film festival. I thought Michael Douglas wanted to meet me for work because I knew he was a producer as well as an actor. I genuinely thought that because I was in work mode and I was going to a film festival, and that’s where film deals are made,” explained Zeta-Jones.
“So I never thought, ‘Oh my God, he wants to date me.’ And within hours of meeting me, he told me he wanted to father my children. So I presumed this was not for a job.”
But Douglas was undeterred. Knowing he would soon be filming “Entrapment” in Scotland, he arranged for roses to be delivered to her room upon her arrival.
In a 2019 interview with Access, Zeta-Jones joked, “You know what the worst thing is? He was right.”
Despite their initial hiccups, the couple, who share the same birthday with a 25-year age gap, have faced challenges. In 2013, they briefly separated, reportedly due to stress. However, they reconciled after a year apart.
In 2010, Douglas battled throat cancer, while Zeta-Jones grappled with bipolar disorder. But through it all, their love endured.
Recently, on their 23rd wedding anniversary, the couple, now grandparents, expressed their enduring love for each other. Sharing photos from their wedding and beyond, Zeta-Jones wrote, “Today we celebrate 23 years of marriage. Darling Michael, your Nobel Peace Prize awaits, I love you… from your darling wife, a gold star Medal of Honor recipient.”
Douglas also took to Instagram to share his sentiments, writing, “Happy 23 and Me, my darling @catherinezetajones. Can’t wait for 24! Happy Anniversary.”
“One netizen expresses, ‘I’ve always admired you both, which has fueled my love for all things classic… Happy Wedding Anniversary, my all-time favorite couple.’
Another shares, ‘The most charming and perfect couple!!! Congratulations!!’ While a third adds, ‘Remarkable! You’ve got to be one of the best couples in Hollywood for sure. I admire both of your work! Thank you for so many years of fantastic entertainment.’”
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