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.
Dealing with Cedar-Apple Rust in Your Backyard
Taking good care of the plants in your backyard can bring you great satisfaction.On the other hand, it also offers a good deal of challenges. Occasionally, you could come upon strange things that leave you scratching your head. Recently, a Reddit user from Oklahoma found something unusual in their trees: a significant quantity of yellow jelly and what they referred to as a “jelly alien nut.” Confused and curious, they turned to the online community for answers.
This mysterious phenomenon was determined to be caused by cedar-apple rust. To complete its life cycle, it requires two hosts; apples and crabapples are the most common hosts. Although the name implies cedars are involved, juniper trees can also be affected.
How to Identify Apple-Cedar Rust
The symptoms of cedar-apple rust vary depending on the type of tree it infects. On the twigs of juniper bushes, brown, persistent galls may develop. When spring weather turns damp, these galls grow orange gelatinous horns. The juniper host is unaffected, however the twig farther away from the gall may die.
The leaves of apple or crabapple trees get circular yellow blemishes shortly after they bloom. As summer progresses, these lesions turn into brownish tufts of threads or cylindrical tubes. They are hidden beneath the blotches on leaves, twigs, and fruits.
Understanding Life Cycle
Now, you might be wondering how long this ailment lasts. Well, galls start to form seven months after the initial disease. After eighteen months, they turn into gelatinous lumps. The galls produce golf-ball-shaped depressions from which telial horns emerge the following spring. When it rains in the spring, the brownish telial horns spread out and become a vivid orange color. When they release their spores, the horns eventually droop, dry out, and fall off. After they die, the galls remain attached to the tree for as least a year. The infection is most noticeable in the spring when the galls are covered in gelatinous masses.
Managing Cedar-Apple Rust
Fortunately, there isn’t much of a treatment for this infection. Cut off the afflicted areas to prevent the illness from spreading. It’s crucial to keep in mind that cedar-apple rust won’t kill your trees—it will only damage the plants’ aesthetics. If you would rather be proactive, you can use fungicides or select apple cultivars that are resistant to this disease.
To sum up
In conclusion, even though you might not often see cedar-apple rust in your backyard, your trees are not in grave danger. It’s essential to comprehend this infection so that, in the event that it materializes, you can respond appropriately. Tell people about this information so they too can recognize and understand cedar-apple rust. I’m toasting to your productive gardening!
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