One sunny summer day, Maria and her daughter Sofia decided to take a leisurely stroll through the fields near their small town. While wandering around, they came across a small tree that immediately caught Maria’s eye. Curious, she took a closer look and was surprised to see that it was covered with tiny white fruits that she did not recognize.
At first Maria thought the fruits were bird eggs or something similar. But upon closer inspection she realized that they were actually white eggplants. Sofia was fascinated by the unusual sight and begged her mother to select some and try to cook with them.
Although Maria was hesitant to use the white eggplants as she wasn’t sure how to prepare them, Sofia’s enthusiasm convinced her to give it a try. She picked a few and brought them home.
Upon her return, Maria devoted herself to cooking and searched online for the best way to use the eggplants. She settled on a classic Italian dish: eggplant parmesan, a recipe she had always loved.
Maria sliced the eggplant thinly and fried it until golden brown, then covered it in rich tomato sauce and melted mozzarella cheese before baking the dish to perfection. When it was ready, she and Sofia enjoyed the meal together.
To Maria’s delight, the eggplant parmesan turned out to be exceptionally delicious. The eggplants were tender and flavorful and paired perfectly with the spicy tomato sauce and gooey cheese.
From then on, Maria made it a summer tradition to visit the field and check on the white eggplant tree. Every year the tree was there, producing its unique fruit. Maria would gather a few eggplants and use them to make her beloved eggplant parmesan, a dish that had become a family favorite.
The discovery of the white eggplant tree not only led Maria and Sofia to a new culinary adventure, but also reminded them that amazing finds can sometimes come from the most unexpected places.
In-N-Out Stuns Fans with Controversial Announcement After 75 Years: A Bold Move of Genius
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.
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