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.
I Mourned My Wife for 5 Years – One Day, I Was Stunned to See the Same Flowers from Her Grave in the Kitchen Vase
I wasn’t sure if I was losing my mind or if something darker was haunting me. When I returned from the cemetery, the flowers I placed on my wife’s grave were waiting for me in the kitchen vase. I’d buried my wife and my guilt five years ago, but it felt like the past was clawing its way back to me.
The weight of grief never truly lifts. It’s been five years since I lost my wife, Winter, but the pain still feels fresh. Our daughter, Eliza, was just 13 when it happened. Now 18, she’s grown into a young woman who carries her mother’s absence like a silent shadow.
A concrete cross in a cemetery | Source: Pexels
I stared at the calendar, the circled date mocking me. Another year has gone by, and another anniversary was approaching. The pit in my stomach deepened as I called out to Eliza.
“I’m heading to the cemetery, dear.”
Eliza appeared in the doorway, indifference cloaking her eyes. “It’s that time again, isn’t it, Dad?”
I nodded, unable to find the words. What could I say? That I was sorry? That I missed her mother too? Instead, I grabbed my keys and headed out, leaving the silence to fill the space between us.
A calendar with a circled date | Source: Unsplash
The florist’s shop was a burst of color and fragrance. I approached the counter, my steps heavy.
“The usual, Mr. Ben?” the florist asked, her smile sympathetic.
“White roses. Just like always.”
As she wrapped the bouquet, I couldn’t help but remember the first time I’d bought Winter flowers. It was our third date, and I’d been so nervous I’d nearly dropped them.
A woman holding a bouquet of white roses | Source: Pexels
She’d laughed, her eyes sparkling, and said, “Ben, you’re adorable when you’re flustered.”
The memory faded as the florist handed me the roses. “Here you go, Mr. Ben. I’m sure she’d love them.”
“Thanks. I hope so.”
The cemetery was quiet, save for the rustle of leaves in the breeze. I made my way to Winter’s grave, each step feeling heavier than the last.
The black marble headstone came into view, her name etched in gold letters that seemed to shimmer in the weak sunlight.
A woman’s grave | Source: Midjourney
I knelt and placed the roses carefully against the stone. A pang of grief pierced my chest as my fingers traced the letters of her name.
“I miss you, Winter. God, I miss you so much.”
The wind picked up, sending a chill down my spine. For a moment, I could almost imagine it was her touch, her way of telling me she was still here.
But the cold reality settled in quickly. She was gone, and no amount of wishing would bring her back.
I stood up, brushing dirt from my knees. “I’ll be back next year, love. I promise.”
A bouquet of white roses on a gravestone | Source: Midjourney
As I walked away, I couldn’t shake the feeling that something was different this time. But I pushed the thought aside, chalking it up to the ever-present grief playing tricks on my mind.
The house was quiet when I returned.I headed to the kitchen, desperately in need of a strong cup of coffee.
That’s when I saw them.
On the kitchen table, in a crystal vase I didn’t recognize, stood the same roses I had just left at Winter’s grave.
A bouquet of white roses in a glass vase | Source: Pexels
My heart began to race, pounding so hard I could hear it in my ears. I stumbled forward, my hands shaking as I reached out to touch the petals. They were real, impossibly real.
“What the hell? Eliza!” I called out, my voice echoing through the empty house. “Eliza, are you here?”
I turned around, my eyes never leaving the roses. They were exactly the same as the ones I’d bought, with the same slight imperfections and the same dewdrops clinging to the petals.
It was impossible.
A startled man | Source: Midjourney
“This can’t be happening,” I whispered, backing away from the table. “This can’t be real.”
I don’t know how long I stood there, staring at those impossible roses. The sound of footsteps snapped me out of my trance.
“Dad? What’s wrong?”
I turned to see Eliza standing on the staircase, her eyes widening as she took in my pale face.
“What’s going on, Dad? You look like you’ve seen a ghost.”
I pointed at the vase, my hand shaking. “Where did these roses come from, Eliza? Did you bring these home?”
A man pointing a finger | Source: Pexels
She shook her head, confusion clear on her face. “No, I’ve been out with friends. I just got back. What’s wrong?”
I took a deep breath, trying to steady my voice. “These are the exact same roses I left at your mother’s grave. Identical, Eliza. How is that possible?”
Eliza’s face paled, her eyes darting between me and the flowers. “That’s not possible, Dad. Are you sure?”
“I’m sure. I need to go back to the cemetery. Now.”
A stunned woman | Source: Pexels
The drive back to the cemetery was a blur. My mind raced with possibilities, each more unlikely than the last.
Had someone followed me? Had I imagined leaving the flowers earlier? Was I losing my mind?
Eliza was adamant about coming with me, but the ride was filled with an uncomfortable silence.
As we approached Winter’s grave, my heart sank. The spot where I’d carefully placed the roses was empty. No flowers and no sign that I’d been there at all.
A bare gravestone | Source: Pexels
“They’re gone. How can they be gone?”
Eliza knelt down, running her hand over the bare ground. “Dad, are you sure you left them here? Maybe you forgot—”
I shook my head vehemently. “No, I’m certain. I placed them right here, just a few hours ago.”
She stood up, her eyes meeting mine.
“Let’s go home, Dad. We need to figure this out.”
A young lady looking up | Source: Midjourney
Back at the house, the roses still sat on the kitchen table. Eliza and I stood on opposite sides, the flowers between us like a barrier.
“There has to be an explanation, Dad. Maybe Mom is trying to tell us something.”
I laughed. “Your mother is dead, Eliza. Dead people don’t send messages.”
“Then how do you explain this?” she shot back, gesturing at the roses. “Because I’m running out of logical explanations.”
A distressed man | Source: Pexels
I ran a hand through my hair, frustration and fear bubbling inside me. “I don’t know, Eliza! I don’t know what’s going on, but it’s not… it can’t be…”
My voice trailed off as I noticed something tucked under the vase. A small, folded piece of paper I hadn’t seen before. With trembling hands, I reached for it.
“What is it, Dad?”
A note tucked beneath a bouquet of white roses | Source: Midjourney
I unfolded the note, my heart stopping as I recognized the handwriting. Winter’s handwriting.
“I know the truth, and I forgive you. But it’s time for you to face what you’ve hidden.”
The room spun, and I gripped the edge of the table to steady myself. “No, this can’t be—” I whispered.
A man holding a piece of paper bearing a message | Source: Midjourney
Eliza snatched the note from my hand, her eyes widening as she read it. “Dad, what truth? What have you hidden?”
The weight of five years of lies and guilt came crashing down on me. I sank into a chair, unable to meet Eliza’s eyes.
“Your mother,” I began, my voice cracking. “The night she died… it wasn’t just an accident.”
An upset man | Source: Pexels
Eliza’s sharp intake of breath cut through the silence. “What do you mean?”
I forced myself to look at her and face the pain in her eyes. “We had a fight that night. A big one. She found out I’d been having an affair.”
“An affair? You cheated on Mom?”
I nodded, shame burning in my chest. “It was a mistake, dear. A terrible mistake. I tried to end it, but your mother found out before I could. She was so angry and hurt. She stormed out of the house, got in the car—”
“And never came back,” Eliza finished, her voice cold.
A young lady looking at someone | Source: Midjourney
“I never told anyone,” I continued, the words pouring out now. “I couldn’t bear for people to know the truth. To know that her death was my fault.”
Eliza was silent for a long moment, her eyes fixed on the roses. When she finally spoke, her voice was eerily calm.
“I knew, Dad!”
My head snapped up, disbelief engulfing me. “What do you mean, you knew?”
Close-up of a shocked man | Source: Midjourney
Eliza’s eyes met mine, and I saw years of pain and anger burning in them.
“I’ve known for years, Dad. Mom told me everything before she left that night. I found her diary after she died. I’ve known all along.”
“You’ve known? All this time?”
She nodded, her jaw clenched. “I wanted you to admit it. I needed to hear you say it.”
A furious young woman | Source: Midjourney
Realization dawned on me, cold and horrifying. “The roses and the note? It was you?”
“I followed you to the cemetery and took the flowers from Mom’s grave. I wanted you to feel the betrayal and hurt she felt. I copied her handwriting and left this note with the flowers because I wanted you to know that you can’t hide from the truth forever.”
“Why now? After all these years?”
A stunned man covering his mouth | Source: Midjourney
Eliza’s eyes flicked to the calendar on the wall.
“Five years, Dad. Five years of watching you play the grieving widower while I carried the weight of your secret. I couldn’t do it anymore.”
“Eliza, I—”
“Mom forgave you. She wrote that in her diary. But I’m not sure I can,” Eliza cut me off, her words a dagger to my heart.
A diary on a table | Source: Pixabay
She turned and walked out of the kitchen, leaving me alone with the roses, the same roses that had once symbolized love, now an ominous reminder of the deceit that had torn our family apart.
I reached out and touched a soft white petal, realizing that some wounds never truly heal. They wait, hidden beneath the surface until the truth forces them into the light.
Leave a Reply