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.
Teens Bully Elderly Woman on Bus, But a Homeless Man’s Unexpected Words Stun Everyone
Two drunk teenagers started bothering an old lady on the bus until a homeless man stepped in to stop them – and it changed his life forever.
Molly, an elderly woman, struggled to climb the steps onto the bus. She was relieved when a strong hand helped her up. But when she turned to thank the person, she cringed.
The hand belonged to a tall, thin man who looked homeless and unkempt. Molly quickly pulled her arm away and stiffly said, “Thank you.” Despite her unease, she nodded politely before finding a seat.
Source: Shutterstock.com
The man smiled sadly. He was used to seeing disgust on people’s faces and facing rejection. But Tom stayed true to himself. He watched as Molly sat down, taking up two seats.
Something about Molly reminded Tom of his mother. His mother would also have been upset to see him in his current state. Tom walked to the back of the bus and sat by himself.
He closed his eyes, thinking about his daughter, Daisy. Two years ago, his wife Valery was diagnosed with stage 4 cancer, and after her death, Tom’s life fell apart.
For 18 months, Tom used all their savings to pay for Valery’s treatments, even borrowing money against their home. But it didn’t save her, and Valery passed away. Tom sold their house to pay off debts.
Tom lost his job after missing too much work while caring for Valery. With his wife gone, he also lost his home, his job, and all that remained was Daisy.
After selling the house, Tom moved with Daisy to a tiny apartment in a rundown building. The place was awful, with graffiti on the walls and bad smells in the hallways.
When Child Services visited, they took Daisy away. Tom was devastated and could only visit her at the group home. Eventually, Tom ended up on the streets, and the only luxury he allowed himself was a bus ticket to see Daisy.
Tom was deep in thought when a loud voice interrupted him. “Hey, driver! This lady should pay for two tickets!” shouted a drunk teenager.
The teen had noticed Molly, sitting quietly. Another teen joined in, making fun of her weight. Molly held onto her purse, looking around, but no one came to her defense.
One of the teens stepped closer and poked Molly’s chest. “You need to move, lady! We want these seats!” he demanded.
Molly lifted her head. “There are plenty of other seats,” she said.
But the second teen sneered, “We want these seats, and you’re going to give them to us.” He leaned in as if to grab her.
Just then, a strong voice rang out. “Get your hands off that lady, or you and I are going to have a problem,” said Tom.
The teens turned and saw Tom approaching. He was thin and ragged, but he stood tall and firm. “You boys can leave quietly, or I can help you off,” Tom said calmly.
The teens, realizing Tom wasn’t someone to mess with, backed down. The bus stopped, and they hurried off, throwing nervous glances over their shoulders.
Tom turned to Molly. “Ma’am, are you alright? Do you need help?” he asked gently.
Molly, with tears in her eyes, thanked him. “I’m fine, thanks to you. Could you walk me home?”
Tom agreed. When they reached her stop, Tom helped Molly off the bus and walked her to her apartment building. Molly invited Tom up for a slice of apple pie and coffee.
As they talked, Molly learned about Tom’s hardships and his lost daughter. She picked up her phone, made a quick call, and smiled.
“My son has a farm, and he’s looking for a reliable worker. I think you’re the man for the job,” she said.
Tom was surprised. “But I don’t know anything about farming.”
“I told him that,” Molly said, “but I also told him you’re strong, determined, and can learn anything. And I know you have a big reason to succeed, right?”
Tom nodded, holding back tears. Molly explained that the job came with a cottage, good pay, and health insurance. She had a feeling he’d get Daisy back soon.
Six months later, Tom was working on the farm, and Child Services allowed him to bring Daisy home. Thanks to Molly’s kindness, Tom and Daisy started a new life together.
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