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.
Woman Insists Her Son Leaves His Pregnant Wife at Home for Her Birthday, but He Responds, ‘My Wife Comes First’
Woman Insists Her Son Leaves His Pregnant Wife at Home for Her Birthday, but He Responds, ‘My Wife Comes First’
A man felt he had to take his wife’s side regarding a family dispute. However, his mother became angry at him for doing so, so he turned to the internet to find out if he was right.
Pregnant woman holding her lower back | Source: Shutterstock
A man took to Reddit for advice regarding his pregnant wife and his mother’s birthday. He explained that it was his mother’s birthday at the same time that his seven-month-pregnant wife was feeling uncomfortable and particularly sensitive.
The man offered to take his mother to dinner for her birthday, and she picked a place that was a 40-minute drive away. The man told his mother he didn’t want to travel that far as his wife was uncomfortable traveling long distances in a car.
Pregnant woman holding her stomach in a car | Source: Shutterstock
He also explained to his mother that his wife could eat little on the menu because it was a seafood restaurant, and his wife couldn’t eat shellfish. He then asked his mother if she would choose a nearby restaurant.
The man’s mother refused, saying the only good seafood restaurants were farther away. The man then suggested that his mother choose a different cuisine, noting that they had Mexican and Hibachi near them, which he knew his mother loved.
A seafood platter | Source: Shutterstock
The man’s mother became angry and told him his wife could stay home while they went to dinner. She found it startling that a grown woman couldn’t stay home alone for a few hours while her husband went to dinner.
After telling his mother that his wife wouldn’t be pregnant forever and asking her to work with them, his mother told him to forget about it and yelled that her birthday was not about his wife. The man responded, “My wife comes first.”
Frustrated man on the phone | Source: Shutterstock
The man also accused his mother of being selfish and childish, so she hung up the phone. This led to the man’s family telling him he was wrong and his wife crying because the whole family was upset with her for ruining her mother-in-law’s birthday.
The man asked netizens whether or not he was justified in standing up for his wife and asking his mom to change her birthday plans. He received many mixed responses from fellow Reddit users.
Angry older woman on the phone | Source: Shutterstock
One user told the man he was justified in his reaction, and they were glad he was standing up for his wife. They then asked if his mother often acted this way toward his wife, to which he responded in the affirmative. The man also said that his mother’s fiancée had taken her to the restaurant, which he found was enabling her bad behavior.
Another netizen told the man he was wrong for making it seem like the situation was his wife’s fault and said they would not have stopped their husband from going somewhere they didn’t want to go when they were pregnant. The person also noted that their husband wouldn’t have blamed it on them if he didn’t want to go somewhere.
A pregnant woman crying | Source: Shutterstock
One opinion was that the man should have told his mother he was sorry he would miss the event and let his mother feel however she felt. The person suggested offering coffee and cake at home instead of going out for dinner.
Some netizens were confused by the post, wondering why the man’s wife factored into his mother’s birthday as he didn’t say they were both treating his mother to a birthday dinner. They asked whether or not his wife didn’t want him to go anywhere while she was pregnant.
A couple eating dinner at a seafood restaurant | Source: Shutterstock
One more person said the man was wrong for inadvertently making his wife take the blame for the situation. The person clarified that they didn’t think the mother’s fiancée taking her to the restaurant was enabling but supportive.
The person also said that the man and his wife had the option of going to the restaurant and not ordering seafood, as they had often gone to seafood restaurants despite not eating seafood and had never struggled to find something on the menu that they wanted to eat.
A cup of coffee next to a slice of chocolate cake | Source: Shutterstock
The person ended their comment by saying that their judgment of the entire situation would be different if the man’s wife had a deadly allergy to seafood. The man received many other supportive comments, telling him he was right for standing up for his wife and his unborn child despite his mother’s adverse reaction.
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