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.
20+ Things That Make It Obvious That Iceland Is Not Easy to Understand for the Rest of the World
The name of the country itself hints that the climate there is not very warm. And this is where all of its charm is hiding: it’s like the Snow Queen looking at you with her cold piercing eyes. And you can spend ages looking at this country: the waterfalls, the rocks, the volcanos, the beaches with black sand, and 8 months a year when you can see the Northern Lights. All these things make Iceland a country from a parallel reality that anyone would love to go to, at least for a little vacay.
We at Bright Side think that there should be things to fuel our dreams and this article does exactly that. Now is probably the best time to start saving for a trip to Iceland to see its beauty with your own eyes. It’s definitely worth it.
“My sister rented an apartment in the north of Iceland for Christmas, and this is her view.”
Before 1987, every Thursday in Iceland, there were no TV broadcasts.
The people from Iceland born before 1987 joke that they were probably conceived on a Thursday. The thing is, Thursdays were the days of communication when people were supposed to pay more attention to each other. This is why the only channel in the country at the time didn’t work on Thursdays.
Footage from the Icelandic TV show Keeping up with the Kattarshians, where cats are filmed living in a tiny home
Black sand beach in Iceland
“In Iceland, you can hand-draw a map on your mail, without an address, and it will still make it to its destination.”
- That’s because buildings are so far apart from each other and there are lots of distinct geographical locations, so it is easy to determine the location. The-Daily-Meme / Reddit
Blue Lagoon in Iceland is a geothermal hot spring that wasn’t open to tourists until the 1990s.
- That’s insane, it simultaneously looks like the hottest and coldest place on the planet. obamium-11 / Reddit
The people in Iceland can see the Northern Lights 8 months a year.
- Wow… one of the things I’d really like to see some time in my lifetime… FrayAdjacent / Reddit
“There are places in Iceland where you can be standing on the North American and European tectonic plates at the same time. This rift was from an earthquake.”
There’s a cave shaped like Yoda in Iceland. Do you see it?
“Iceland does not want to deal with your stupidity — and I think that’s beautiful.”
“Traveling within Iceland because we couldn’t go elsewhere. Found these guys sheltering themselves from the wind…”
And there’s a magnificent glacier in the background!
Glacier rivers in Iceland
- I used to have an art teacher who went to Iceland every year. He had hundreds of photos of the countryside. I have never seen anything like this country. The bizarre colors and shapes that naturally occur there are nothing more than breathtaking. JanJaapen / Reddit
A black church called the Heimaey Stave Church
- I was fortunate enough to see this church in person last year. There is a spring/fountain very close nearby with some of the cleanest and tastiest water I’ve ever had. Hard to even describe. Sletzer / Reddit
The Kerið Crater in winter is unreal.
“A photo of a road and landscape I took”
- Looks like wallpaper for an iPad pro. maurosauro / Reddit
- I’d be happy to sell it to Apple. thomyorkeftw / Reddit
The last McDonald’s cheeseburger sold in Iceland. McDonald’s no longer exists in this country.
“Stayed in an unusual hotel near The Golden Circle in Iceland”
“This crater lake in Iceland merges with a powerful glacial river. One of the most surreal sunrises I’ve ever experienced”
This very cozy street in Iceland
- This whole country is cozy. Seriously. I went there last winter and I’ve never been to a more cozy place in my life. dc-redpanda / Reddit
The view from some public restrooms in Iceland
“The puffins returned to eastern Iceland this week. I was lucky enough to see thousands of them in one spot.”
“This house my wife and I stayed at while in Iceland”
- Pretty much every building in Iceland has a view as good as this, that country is just insane. Chilis1 / Reddit
A sunset snowstorm in Iceland
I have the urge to set this as my phone’s wallpaper.
Would you like to travel to this amazing country?
Leave a Reply