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.
Texas mom breastfeeds newborn son at a restaurant, then stranger asks her to do something you won’t believe
Breastfeeding is a natural and beautiful process that helps create intimacy and bonding between the mom and her bundle of joy.
Feeding babies whenever and wherever they are hungry is something mom’s shouldn’t feel bad about, but sadly, there are people out there who give them a hard time as they believe feeding babies in public is not appropriate or acceptable if they don’t use a cover.
Back in 2018, Melanie Dudley, a mom of a 3-month-old baby, was at a restaurant with her family and some friends when the little one started crying for food. Without hesitation, Melanie, who is from Texas, started breastfeeding her son. And although everyone was fine with that, it looked like a stranger who was sitting on the next table was uncomfortable with this mom not being covered while breastfeeding.
He approached Melanie and asked her to cover up. And well, she did just that, but in a manner that stranger expected.
”I was on vacation in Cabo San Lucas with my entire family, and a man asked me to cover myself. I’m usually discreet but we were seated in the back of the restaurant,” Melanie told Yahoo.
“I did have the cover on, but it was so hot. It was like, 95 degrees, and my little baby was sweating,” the Texan told TODAY.
“I said, ‘You know what? I’m on vacation, I’m taking this off.’”
Melanie took the cover and put it on her head instead, having the entire restaurant bursting out in laughter.
”I just put it over my head. I don’t know why. It wasn’t like a salacious fight or anything. That was just my response. I had no words, so I thought, I’ll just cover my head instead,” the woman explained.
A woman who witnessed the entire thing, Carol Lockwood, took a photo of Melanie and shared it online with the caption, “I’ve never met her, but I think she’s AWESOME!!! (Please share! With permission, I’ve made this post public — I’m SO over people shaming women for nursing!!!” In no time, the photo was shared 225,000 times and counting.
A great number of people stood my Melanie’s side and supported what she did.
We truly believe that breastfeeding is the most normal thing and no mom should feel ashamed for giving food to her baby in public.
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