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.

Superstar’s 3-year-old son dies two weeks after tragic river accident

Levi Wright, the young son of rodeo star Spencer Wright, has tragically passed away.

The three-year-old succumbed to a traumatic brain injury sustained from a near-drowning incident on May 21.

Levi was driving a tractor toy and fell into a river. He was rushed to the Salt Lake City hospital where he was hospitalized. Local law enforcement located Levi unconscious around a mile downstream.

Levi was initially declared brain dead and was not expected to survive, but he still showed signs of improvement.

“LEVI WOKE UP! I am shook, we don’t know much but the doctor said it was okay for me to get excited about that and I AM! My baby is so tough!” his mother Kallie Wright posted on Facebook.

Sadly, the results of the MRI done the following day “weren’t good.”

“We’re shattered but it is just images that suggest a certain quality of life. Our real teller of all will be what Levi does over the course of a few days,” Kallie shared.

His fight continued as family and friends prayed for his recovery.

Unfortunately, the family was forced to make a heartbreaking decision.

“After several sleepless nights, lots of research, multiple conversations with the world’s best neurologists & millions of prayers we are here in the face of our biggest fear,” she wrote. “Levi showed us just enough to buy us time for all of this. We prayed those things were him defying odds & proving to us that he wanted to stay here but we see now he wanted to give us time to find peace with letting him go.”

Following a number of scans and tests, as well as consultations with the medical personnel, the family decided to take Levi off life support.

The news of Levi’s tragic passing was confirmed by Mindy Sue Clark, a friend of the family.

“I cannot even begin to explain how hard the last two weeks have been. From the moment my phone rang the night of his accident, to last night receiving the message that he had to go. I don’t want to focus on the bad or sad, even though it feels like someone ripped my heart out and squeezed it right in front of me. I want to focus on the many miracles we all got to bear witness to in those 12 days.

“The most perfect three year old there ever was. So perfect we didn’t get to keep him. This baby boy moved mountains the last 12 days. He brought so many people together. In a world so dark, we got to see light at the hands of a child. He’s everything his mom and dad could’ve wanted him to be.”

We are so very sorry for this devastating loss. Rest in peace, Levi.