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.
Dirty Elderly Lady Runs into a Gas Station on Rainy Night, Screaming for Help — Story of the Day
A woman walked for miles in the middle of a thunderstorm to save her husband, but when she arrived at the service station, the manager refused to help her.
It was a dark and stormy night… Tara Wilson stared out of the service station’s wide window at the pouring rain and sighed. Just then, a streak of lightning flashed across the sky and the sound of thunder split the night.
Night duty at a gas station wasn’t exactly the exciting job Tara had been dreaming of when she went to journalism school, but unfortunately, she’d had to leave college to support her ailing mother. What Tara didn’t know was that the dreary night was about to become a lot more exciting.
For illustration purposes only | Source: Unsplash
Even as Tara thought about her life, a frail figure was stumbling towards her in the dark, almost bent double against the force of the wind and the driving train. Tara was almost asleep when a gasping voice interrupted her reverie. “Please, oh please…”
Tara, who was seated behind the service station’s counter, jumped to her feet. In front of her, dripping equal portions of rain and mud was an older woman. Her clothes were plastered with oil, dirt, and mud, and dark streaks of makeup ran down her face.
“Ma’am?” Tara gasped. “I’m sorry, I didn’t hear you come in!”
The woman took another stumbling step forward and held on to the counter with desperate hands. “Please,” she gasped again, “I need your help…”
For illustration purposes only | Source: Unsplash
“Oh I’ll just bet you do!” a harsh masculine voice interrupted. It was Tara’s boss, Mr. Anderson, the service station’s night manager who must have heard the woman enter from the back office where he spent his nights online on dubious sites.
Never deny a person in need of help.
“I’ve had enough of you derelicts walking in cadging hot food and coffee every time it rains.” Mr. Anderson snarled. “Get out!”
“Please,” the woman said in a calmer voice, and Tara noticed she had a sweet voice and an educated accent. “I need help, my phone is smashed…”
“Help?” sneered Mr. Anderson. “Did you drive here? Do you need gas? Or motor oil? Do you have money or a credit card?”
“No,” the woman said. “You don’t understand…”
“I understand you just fine.” the manager snarled. “Get out! No car and no money, you get nothing!”
For illustration purposes only | Source: Pexels
The woman pressed her shaking hands together. “My husband and I had a car accident, he’s lying unconscious on the road…All I ask is that you make a phone call!”
Tara made up her mind and stepped forward. “Ma’am, I’ll call 911 for you,” she said. She picked up the receiver of the service station’s landline and dialed. She frowned and picked up her cell phone then shook her head.
“I’m sorry,” she told the woman. “But the storm probably took down the phone lines and the cell tower. Where did you crash?”
The woman’s lips were trembling. “My poor John, oh my poor John…”
Tara came around the counter and put her arm around the woman’s sopping-wet shoulders. “Come on, Ma’am, I’ll drive you to him. We’ll take him to the hospital.”
For illustration purposes only | Source: Pexels
The manager was enraged. “You most certainly will not!” he screamed. “You walk out that door and you’re fired!”
Tara looked at Mr. Anderson and said quietly. “Go ahead, fire me. But I won’t leave a man dying by the roadside.”
“Thank you, my dear,” cried the woman. “My husband is an influential man, you won’t regret this.”
“No matter who your husband is, I won’t regret it, Ma’am,” said Tara as she settled the woman into her car and buckled her seat belt. “My mother always taught us to help whenever we could, no matter who it is.”
For illustration purposes only | Source: Unsplash
With the woman’s guidance, Tara found the scene of the accident. The car was completely destroyed, and by the side of the road and covered with a blanket was an older man.
“John,” the woman cried kneeling by his side, “I’m here, darling, I found help!” The man opened his eyes and tried to speak, but he was obviously too weak. Tara and the woman managed to get him into her car’s backseat, and they drove to the hospital through the pouring rain.
As soon as the hospital’s staff had the man in hand, Tara asked them to take a look at the woman too, who was shivering from shock and exhaustion, then she allowed herself to sink into one of the waiting room chairs.
A while later, a tall young doctor came over and asked if she had been the one who’d brought the older couple over. “Yes,” Tara said. “Are they alright?”
For illustration purposes only | Source: Unsplash
“Thanks to you!” said the doctor with a smile. “Mrs. Smythe told me what you did. Her husband had internal bleeding, and another half an hour would have been too late. We’re also treating Mrs. Smythe for shock and hypothermia.”
“Mrs. Smythe, that’s the lady’s name?” asked Tara. “And they are going to be alright?”
“Yes, you saved their lives,” said the doctor, casting Tara an admiring look. “You’re a hero!”
“No,” said Tara. “Mrs. Smythe is the hero. She walked five miles in the rain to get help for her husband, and she never gave up!”
For illustration purposes only | Source: Pexels
As it turned out, Mr. Smythe was the owner of the local TV station, and his news team told the story of how Tara lost her job to save two lives. Mr. Anderson was mentioned by name, and his boss fired him for casting the company in a bad light.
When Mr. Smythe discovered that Tara was a semester away from her journalism major, he hired her as a junior reporter. She was earning a lot more than she had at the service station and doing what she loved.
Rumor has it that Tra has been dating a handsome young doctor she met in an emergency room one dark and stormy night, and he might be on the verge of popping the question…
What can we learn from this story?
- Never deny a person in need of help. Mr. Anderson wanted to run Mrs. Smythe off because she was dirty and he thought she was poor and homeless and it ended up costing him his job.
- Life rewards the kindest hearts. Tara risked her job to help Mrs. Smythe but got the job of her dreams and met a wonderful man.
Share this story with your friends. It might brighten their day and inspire them.
If you enjoyed this story, you might like this one about a man who discovers his youngest son isn’t his and keeps the secret his whole life.
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