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.
Actress Rose McGowan’s Controversial Tweet about Oprah Winfrey
Rose McGowan, an actress, recently sparked a contentious discussion on Twitter over media mogul Oprah Winfrey. Her tweet revealed a different side of Oprah, casting doubt on the public’s view of the powerful person and bringing up issues with the way she has used her influence over time. Numerous Americans were drawn to this information, which resulted in a post going viral.
McGowan accused Hollywood producer Harvey Weinstein of sexually abusing her, and in a tweet, McGowan blasted Oprah for her alleged ties to Weinstein. Using the hashtag #lizard, she criticized Oprah for allegedly backing a “sick power structure for personal gain” and even branded her out as “fake”. There wasn’t much opportunity for interpretation with this clear-cut and unambiguous remark.
It’s important to remember, though, that McGowan’s post was made nearly a year after Oprah resigned from her role as executive producer of the Russell Simmons documentary for #MeToo. Oprah clarified that she didn’t think she and the filmmakers were still on the same creative page and that more work needed to be done to fully depict the stories of the victims. Oprah stressed her steadfast conviction in and support for the women who came forward as victims in an interview with The Hollywood Reporter.
Oprah did star in a film that was distributed by Weinstein’s media business, so it is true that she had prior relationships with him. Oprah admitted her previous friendship with Weinstein when the charges against him surfaced, but she insisted she was unaware of his predatory behavior toward women. If she had known, she claimed, she would have spoken out against his reprehensible actions.
Oprah’s relationship with Weinstein serves as a reminder of the difficulties in keeping personal and professional interactions separate, as well as the complexity of the entertainment industry. It’s critical to understand that people can be victims themselves as well as supporters of victims.
Rose McGowan has attacked Oprah outspokenly, but she has also become entangled in the controversy surrounding the California Gavin Newsom election recall. Notwithstanding these events, McGowan’s tweet is significant because it emphasizes how critical it is to report abuse and hold people accountable, regardless of their standing in society or level of influence. It serves as a reminder of the strength that comes from speaking one’s truth and advancing the social justice dialogue.
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