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.
My Husband Left Me and Our Baby at the Airport and Took a Solo Vacation, He Deeply Regrets It Now
My husband left me and our baby, Sophia, alone at the airport to go on a vacation by himself. He thought he was going to relax, but his trip quickly turned into a disaster that would make his return home even worse. As I stood at the airport, Sophia cried loudly in my arms. My head throbbed, and I couldn’t help but wonder where Ryan was. I gently rocked her, telling her that Daddy would be back soon, even though I felt increasingly anxious.
Then, my phone pinged with a message from Ryan. He sent a selfie of himself looking happy on the plane, with a caption that said he couldn’t wait and needed this vacation. My heart sank. He had chosen to leave us without a second thought. I couldn’t believe it. Sophia’s cries intensified as if she could sense my frustration. I assured her that we were going home, but I was just as lost as she was.
The cab ride home felt surreal. I kept replaying Ryan’s message in my mind, feeling waves of anger crash over me. Once we were home, I put Sophia down for a nap and grabbed my phone, hesitating before dialing Ryan’s number. I realized I needed a plan first. After pacing the room and letting my ideas flow, I came up with a plan for revenge. I called Ryan’s hotel.
“Hello, Sunset Resort. How may I assist you?” asked a cheerful receptionist. I explained who I was and what had happened. The receptionist listened and eagerly agreed to help with my idea.
I arranged for Ryan to receive wake-up calls at all hours, surprise room service, and every tour possible. I felt a mix of guilt and excitement. Then, I went to our bedroom and packed up Ryan’s favorite things, his gaming console, vinyl records, and designer suits. If he wanted a solo vacation, he could live a solo life.
At the storage facility, I couldn’t help but laugh. Here I was, a new mom, putting my husband’s things in a locker like a jilted teenager. Back home, I called a locksmith for an urgent lock change. While waiting, I checked my phone again. Ryan had sent more pictures of himself enjoying the beach and fancy dinners, but he looked increasingly tired and annoyed.
The locksmith arrived and changed our locks, and I felt a flicker of doubt about my choices. But then I recalled Ryan’s selfish smile in that selfie, and my determination returned. The week passed with me taking care of Sophia while Ryan sent frustrated messages, asking why he was being disturbed at his hotel. I ignored them, letting him stew in his own choices.
Finally, it was time for his return. I picked him up at the airport, where he greeted me sheepishly, saying he missed us. I remained quiet, asking him about his vacation. He sighed, mentioning it was “interesting”. The drive home was tense and silent. As we arrived, he noticed the front door looked different.
He tried his key, but it wouldn’t work. Confusion spread across his face as he turned to me, asking what was happening. I simply said that his key didn’t work anymore because of his decision to leave us. Ryan’s face paled. He tried to explain that it was a misunderstanding and that he didn’t realize how upset I would be. I pointed out that he had left me and our baby at the airport.
He admitted it was selfish and stupid, but wanted to talk inside. I refused, saying his belongings were in storage until he learned to appreciate us. Ryan was desperate and confused, pleading for a chance to talk. I hesitated, feeling torn between my anger and lingering love.
Finally, I agreed to let him talk for five minutes. We sat on the porch steps, with Sophia babbling between us. Ryan took a deep breath and admitted he had messed up. He had panicked because of stress and didn’t know how to face the situation.
As he spoke, my anger began to fade, but I questioned how I could trust him again after what he did. He acknowledged how hurtful his actions were and shared that he missed us every moment. Sophia reached out for Ryan, and I instinctively handed her to him. He held her tightly, expressing his regret. Watching them together, my heart softened.
Ryan promised he would do whatever it took to fix things. I told him it wouldn’t be easy, but he was willing to work on it. I picked Sophia back up and said he could come inside, but he would sleep on the couch, and we’d start couples therapy right away. He looked relieved and promised to make it up to us.
As we walked inside, I reminded him to check his credit card statement since I had ordered those surprise tours. Ryan groaned, but a smile crept onto his face, acknowledging he deserved it.
In the following months, we worked hard in therapy, addressing past issues and slowly rebuilding our trust. One night, while putting Sophia to bed together, Ryan thanked me for giving him another chance. I replied that everyone makes mistakes, and what matters is learning from them.
He hugged me and promised that our next family vacation would be perfect. I suggested we start with a picnic in the park. Standing there, watching our daughter sleep, I realized that even after significant betrayals, strong bonds could form if both people are willing to put in the effort.
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