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.
On Our Wedding Night, I Took off My Wedding Dress – When My Husband Saw What Was Underneath, He Ran Away in Tears
“No, this can’t be happening!” My husband’s anticipation for our wedding night turned to horror when I took off my wedding dress. I’d been keeping the secret of what lay beneath my dress all day, but it was finally time to expose a shocking revelation.
I had a perfect fairytale wedding. Greg stood at the end of the aisle, beaming like he’d just won the lottery. See, Greg thought this was the start of our perfect life together, but I knew the truth.
A bride with a cunning smile | Source: Midjourney
That perfect bubble we were living in was about to burst. But not yet, not until I was ready to pop it.
The reception went on like a dream — champagne glasses clinking, laughter echoing across the perfectly manicured lawns, and Greg’s parents playing the role of doting in-laws. After all, their perfect little boy deserved the perfect little day, didn’t he?
And me? I played my part. I smiled at the right moments and laughed when someone told us a joke. I even danced with Greg like everything was just fine.
A couple on their wedding day | Source: Midjourney
Greg thought he knew me. He thought he had me all figured out, but he was wrong.
As the night wore on, Greg’s anticipation for our wedding night became almost unbearable. He couldn’t hide it, not that he was trying to.
His touches lingered too long, and his smile was too wide. I felt like a performer on stage, playing a part that had been written for me long before I even agreed to put on the dress. But I had my own script.
A bride | Source: Midjourney
We finally said our goodbyes to the guests, thanking them for coming and accepting their compliments about how beautiful everything had been. Greg’s parents stayed downstairs in the guest rooms, giving us privacy, and Greg couldn’t wait to get me upstairs.
His hand tightened around mine as he led me to the master suite, the same one his parents had graciously let us use for our first night together as husband and wife. How poetic.
He was practically giddy as he closed the door behind us.
A man closing a door | Source: Midjourney
The atmosphere in the room shifted, the excitement in the air becoming almost tangible. I could see it in his eyes as he came toward me, his hands already reaching for the zipper of my wedding dress.
“I’ve been waiting all night for this,” he murmured against my neck, his breath hot and full of promise.
I smiled, a small, secret smile that he couldn’t see. “Me too.”
A smiling woman | Source: Midjourney
He carefully unzipped my dress. I stood perfectly still, my heart racing. He was so eager, so confident in what was coming next. He didn’t have a clue.
When the dress finally fell to the floor, I turned around slowly. I’ll never forget the look on his face when he saw what was underneath. He looked like a man standing on the edge of a cliff, teetering, trying to keep his balance.
“No…” His voice cracked, barely above a whisper. “No, no, no! This can’t be happening!”
A shocked man | Source: Midjourney
The tattoo of Greg’s ex, Sarah, stretched across my torso, down to my waist. The words he’d said to her the night before our wedding were perfectly inscribed beneath her face: “One last taste of freedom before I’m bound to the same body forever.”
It was temporary, sure. But Greg didn’t know that. It was authentic enough to make his knees buckle beneath him.
“How did you know?” He sobbed, his gaze fixed on the tattoo.
A man on his knees | Source: Midjourney
“Sarah was only too eager to rub your betrayal in my face,” I spat.
“I didn’t mean it,” he sobbed, his voice thick with regret. “I’m so sorry, I didn’t mean it!”
That’s when we heard the footsteps. Marianne and James burst through the door, their faces full of concern.
“What’s going on?” Marianne’s voice trembled as her eyes darted between her sobbing son and me. Then, her gaze fell on the tattoo. Her face went white.
A shocked woman | Source: Midjourney
“It’s simple,” I replied. “Greg cheated on me.”
Marianne’s gasp filled the room, sharp and full of disbelief. James, Greg’s father, stood frozen in the doorway. He was always the stoic one, the quiet type who let Marianne handle the dramatics. But this? This was something even he couldn’t swallow.
He wasn’t a man of many words, but the tension in his clenched fists, the way his jaw tightened — he didn’t need to say anything. It was all right there in his expression.
An angry man | Source: Midjourney
For a moment, silence stretched between us. The weight of the truth hung in the air, heavy and suffocating. Greg was still on the floor, hands gripping his hair as if that would somehow keep him from falling apart completely.
Marianne’s gaze flicked back to Greg, her lips quivering. “Greg? Is this true?”
She took a shaky step toward him, her voice fragile, like she was begging him to tell her that what she was seeing wasn’t real, that her son couldn’t have done something so unforgivable.
An emotional woman | Source: Midjourney
Greg didn’t answer. He couldn’t. His whole body was trembling, his shoulders shaking as sobs wracked his chest.
“Tell me!” Marianne’s voice cracked, breaking under the pressure of her disbelief. “Tell me it’s not true!”
James stepped forward. His face was like stone, but I could see the fury simmering beneath the surface. He towered over Greg, his hands balled into fists, his whole body radiating a barely contained rage.
“Gregory,” he growled, his voice low and dangerous. “Is this true?”
An angry man | Source: Midjourney
Still, Greg couldn’t bring himself to respond. His sobs had quieted, but he remained a crumpled mess on the floor, unable to face the reality of what he had done. I decided to step in.
“He slept with her the night before our wedding,” I said, my voice cutting through the tension like a knife. “He told her he needed ‘one last taste of freedom before he was bound to the same body forever.'”
Marianne let out a strangled sob, collapsing onto the edge of the bed as her world came crashing down around her.
A woman sitting on a bed | Source: Midjourney
James’s face darkened. His nostrils flared as he glared down at his son. Disgust and disappointment warring in his expression.
“You’ve disgraced this family,” he spat, his voice tight with fury. “How dare you? How could you betray Lilith like this?”
Greg’s head snapped up, his eyes wild with panic. “I’m sorry,” he choked out, his voice barely audible. “I didn’t mean for this to happen. I-I made a mistake.”
“A mistake?” I echoed, my voice rising with incredulity.
A furious woman | Source: Midjourney
“You call sleeping with your ex the night before our wedding a mistake?” I stepped closer to him, the rage I’d been holding back finally bubbling to the surface. “No, you made a choice, Greg. A deliberate, calculated choice to betray me. And now you’re paying for it.”
Greg turned his tear-streaked face toward me, his eyes wide with desperation. “Please, Lilith… please, I love you. I didn’t mean for any of this to happen. I’ll do anything! Just please, don’t leave me.”
I laughed then, a cold, hollow sound that echoed through the room.
A grimacing woman | Source: Midjourney
“Love me? You love me?” I shook my head in disbelief. “Greg, you don’t know the first thing about love. If you did, you wouldn’t have done what you did. You wouldn’t have betrayed me like that.”
He reached for me, his hands trembling, his eyes pleading. “Please… I’m begging you.”
I stepped back, letting him fall short, my eyes hard and unfeeling. “I’m done, Greg. This is over. You destroyed us the moment you decided to crawl back to Sarah.”
His father, James, stepped forward then, his voice a low growl.
A furious man | Source: Midjourney
“Get up,” he ordered Greg, his patience finally wearing thin. “Get up and face what you’ve done.”
Greg hesitated for a moment, then slowly pushed himself to his feet, his knees still wobbling beneath him. He looked so pathetic, standing there in his wrinkled wedding suit, his face streaked with tears, his whole world crumbling around him.
I turned to Marianne and James, who were still trying to process the fallout. Marianne’s face was red and swollen from crying, while James’s expression was a storm of disappointment and fury.
A serious woman | Source: Midjourney
“I’m leaving,” I announced, my voice steady and calm, the decision final. “You can deal with him now.”
“Lilith, please,” Greg begged one last time, his voice breaking. “Please don’t go.”
But I was already done. I turned away from him, from the mess of our ruined wedding night, and reached for my robe. I slipped it over my shoulders, covering the tattoo, and made my way toward the door.
“Lilith,” Greg called after me, his voice full of desperation. “I’ll change! I’ll make it right!”
A pleading man | Source: Midjourney
But I didn’t even bother to respond. There was nothing left to say.
As I stepped out of the room, I heard James’s voice, low and furious, booming through the silence. “This is what you’ve done, Greg. You’ve ruined everything.”
And then, Greg’s pitiful sobs. His cries echoed through the house, but they didn’t touch me. I walked down the stairs, feeling lighter with every step. I was free. Free from him, free from the lies, free from the betrayal.
A woman on a staircase | Source: Midjourney
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