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 the Kids Hungry Because His Dad Believes ‘It’s a Woman’s Job to Cook’ – They Both Learned Their Lesson
My Husband Left Me and the Kids Hungry Because His Dad Believes ‘It’s a Woman’s Job to Cook’ – They Both Learned Their Lesson
An ordinary evening turned into a battle over outdated gender roles. It went so far that my children and I had to go without dinner. My husband and father-in-law’s beliefs clashed with our modern family dynamics, but they were in for a lesson they would not forget.
A woman sitting by the table during dinner | Source: Pexels
My husband Marcus comes from this super traditional family and is the oldest of two kids. His mom’s a stay-at-home mom, and his dad was the sole provider.
But our family is the COMPLETE opposite. Instead, we both work and share our duties at home. My father-in-law just HATES it. He despises that I work and that my husband helps out at home.
An irritated son covering his face while his father is talking to him | Source: Pexels
Before my in-laws came to stay with us, my relationship with them was a mixed bag. My mother-in-law, though shy and reserved, was kind to me.
She never openly criticized our way of life, but her silence spoke volumes. She seemed scared to voice any opinion, always deferring to her husband’s rigid beliefs.
A woman smiling while looking at her man | Source: Pexels
My father-in-law, on the other hand, was a different story. He never missed an opportunity to express his disdain for our modern lifestyle. During family gatherings, he would make snide remarks about how a woman’s place was at home, not in the workforce.
People gathering at dinner in night garden and chatting | Source: Pexels
He believed that a man should be the provider and the head of the household, and he didn’t shy away from making his views known. Despite his harsh opinions, I tried to maintain a civil relationship with him for the sake of my husband.
We had several heated discussions over the years, but I always managed to keep my composure and stand my ground. I believed that respecting each other’s differences was the only way to keep the peace.
A man and two women talking at a table | Source: Pexels
So, when my in-laws decided to stay with us for two weeks, I knew it would be challenging. Our usual routine worked well for us. I made breakfast, we all ate lunch out, and my husband cooked dinner.
It was a system that balanced our responsibilities and kept our household running smoothly. Yesterday, I got home from work, exhausted and STARVING. I quickly greeted everyone and went for a pre-dinner shower.
A woman taking a shower | Source: Pexels
When I came back down, I expected dinner to be ready. But there was NOTHING. The kids kept asking when we were having dinner, and I asked my husband, but he wouldn’t even look at me.
Then his FATHER chimed in, “Sarah, your husband didn’t cook anything. You need to stop being LAZY and do your duty as a wife and cook for your family, AS A NORMAL WOMAN.”
A man sitting at the table while looking at a woman | Source: Pexels
I was SPEECHLESS, and my husband just sat there, NODDING, avoiding eye contact. I SAW RED. They both needed to learn a lesson.
“Really?” I started, my voice trembling with anger. “So, I should just come home after a full day of work and start cooking because that’s my duty?”
My father-in-law scoffed. “That’s right, Sarah. A woman’s place is in the kitchen.”
My mother-in-law sat quietly, too scared to say a word to her husband.
I turned to my husband. “And you agree with this?”
He mumbled, “Well, it wouldn’t hurt if you took better care of the home and kids. Tradition is tradition.”
A couple arguing at home | Source: Pexels
“Tradition?” I shot back. “Tradition won’t allow a man earning thirty-five thousand to support a family of five. You are too broke to be so sexist.” I saw tears well up in his eyes, but I wasn’t done.
Turning to his father, I said, “And you! When was the last time you took your wife to a restaurant? Do you even know what it costs to run this household?”
“Let me enlighten you. That car you drive, the one you’re so proud of? I paid for it because my income is bigger than your son’s. He asked me to cover it.”
My father-in-law’s face turned crimson. “That’s not true,” he stammered.
A man wearing glasses | Source: Pexels
“It is true,” I replied. “And now, since my hard-earned money went to that car, it’s only fair that I use this month’s payment to take your wife and my kids out for dinner. Let’s see you and your son figure out the car payment, like real men.”
Without waiting for a response, I took my mother-in-law and kids to a nice restaurant. They deserved a break. We enjoyed a wonderful meal, and my mother-in-law finally relaxed, thanking me repeatedly.
Two women hugging each other | Source: Pexels
Back at home, I knew the men would have to face the reality of their outdated beliefs. They needed to understand that respect and partnership are what make a family strong.
The next morning, there was a noticeable tension in the air. My husband and his father were unusually quiet during breakfast. My husband finally broke the silence.
A man and a woman in a kitchen | Source: Pexels
“I’m sorry for what happened,” he said, his voice barely above a whisper. “I realize now how much I hurt you. I let my father’s outdated views influence me.”
His father, sitting beside him, looked uncomfortable but spoke up as well. “I didn’t realize how much times have changed. I’m sorry too. I’ve always seen things a certain way, but I understand now that it’s not right.”
A middle-aged man talking while wearing glasses | Source: Pexels
My mother-in-law, sitting quietly, nodded in agreement. I appreciated their apologies, but actions speak louder than words. I needed to see a change.
Over the next few days, both men made a visible effort to be more involved and respectful. My husband took back his duties without complaint, and his father helped where he could, even though it was clear he was uncomfortable at first.
A man wearing gloves while standing in front of a sink | Source: Pexels
One evening, as we were all preparing dinner together, my father-in-law approached me. “I want to thank you,” he said. “You opened my eyes. I see now that respect and partnership are crucial. I will try to do better.”
His sincerity touched me. “Thank you for understanding,” I replied. “It’s not about being right or wrong, but about supporting each other.”
Smiling woman sitting on couch with legs crossed | Source: Pexels
From that point on, the atmosphere in our home improved significantly. My husband and his father worked together to ensure that everyone felt valued and respected. My mother-in-law, with a newfound confidence, started to speak up more, expressing her thoughts and needs.
In the end, it wasn’t just about teaching a lesson. It was about growing together as a family and breaking free from outdated traditions that no longer served us. Our journey had its challenges, but it brought us closer and made us stronger.
A young family talking to their parents | Source: Pexels
In Sarah’s story, she was courageous enough to stand up to her father-in-law. But in the following one, Carmen feels guilty about doing the same thing. She questions whether teaching her in-law lesson was the right move.
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