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.
TRAGIC DESCENT: FORMER TEEN HEARTTHROB LEIF GARRETT’S LIFE TAKES A DARK TURN
In my opinion, it seems that the artistic and performance contributions of teenage heartthrob Leif Garrett are not adequately recognized. He warranted greater acknowledgment!
Across his journey, the one-time teen idol faced significant triumphs and setbacks. Unfortunately, his pursuit of highs through drug addiction, employed as a coping mechanism, ultimately led to the decline of his career…
Before observing him in his current state at 61, it might be advisable to brace yourself.
He was quite the heartthrob… Leif Garrett began his career as a child actor, and in the 1970s, he captured the admiration of young women when he transitioned to become a musician.
According to my mom, during trips to the grocery store with her parents, Leif’s face graced the covers of various teen magazines at the checkout lanes, causing a stir among fans.
The American singer-actor, born in Hollywood, California, made his debut at the age of 5 in the 1969 movie “Bob & Carol & Ted & Alice,” which ranked as the sixth highest-grossing film of the year.
Following this, the dreamy-eyed, blond heartthrob starred in the film “Walking Tall” and its two sequels. In 1983, he joined other teen heartthrobs, such as Matt Dillon, C. Thomas Howell, Patrick Swayze, and Tom Cruise, in Francis Ford Coppola’s “The Outsiders.”
Some may also recognize him from his roles in TV series like “Family,” “The Odd Couple” (1974), “Wonder Woman” (1978), and “CHiPs” (1979).
In 1977, he launched his inaugural album, “Leif Garret,” causing a fan frenzy with covers of popular songs such as “The Wanderer” (Dion), “Surfin’ USA” (The Beach Boys), and Paul Anka’s “Put Your Head on My Shoulder.”
At the peak of his success, Garrett, with his blond, unkempt hair, toured globally, eliciting ecstatic reactions from his predominantly young female fans.
“I was on a public appearance tour in Sydney, Australia, and they had to fly me in by helicopter. Then, I jumped into an armored car and drove into the theater through the back door. I’ve tried using a limo there before, but the fans almost tipped it over. I guess it’s an adrenaline rush for them. They just freak out. It’s very strange,” Garrett shared with New York Daily News in 1979.
Despite his music nearing the top of the charts, he grappled with management issues that made him feel like an “impostor.” The transition to adulthood posed another challenge for Garrett.
“I believe I was a good performer from the start, but I wish they had offered me singing lessons before making a record and engaging in the typical practice of punching in a sentence here or there or words or whatever,” Garrett stated in an interview.
“There’s a particular track (‘I Was Looking for Someone to Love’) that doesn’t even sound like me at all. I would even possibly say I wasn’t even on that track. And to me, that IS fraud. That’s like a Milli Vanilli situation, the difference being, of course, mine was blended many times with myself and somebody else.”
In 1979, Garrett’s career took a nosedive when, under the influence of alcohol and drugs, he crashed a car, sending it rolling down a hillside in North Hollywood. This tragic incident left his close friend Ronald Winkler paralyzed.
However, Garrett’s life took a further negative turn. In 1980, during what he describes as “the pinnacle of pinup fame,” he indulged in a lifestyle of sex, drugs, and rock and roll alongside the iconic Queen frontman, Freddie Mercury. This period coincided with the recording of Queen’s highly successful album “The Game,” featuring hits like “Crazy Little Thing Called Love” and “Another One Bites the Dust.” Garrett formed a friendship with the band, experiencing the real rock star life complete with girls and drugs.
Reflecting on this tumultuous time in an interview with Fox for the release of his memoir, “Idol Truth,” Garrett admitted, “I don’t think I was a very mature 16-year-old. I became mature very quickly because I was always surrounded by adults who were drinking and doing coke. I was a child, but being treated as an adult… And all of this was coming out of my pocket.”
He continued, “You know, I probably have the greatest fan base that I could ever imagine for myself. They have stuck with me through thick and thin. And as you know, I’ve gotten myself in plenty of bad situations. There was a lot of bad decision-making. But at the same time, I didn’t have the parental guidance that I should have at that time.”
Garrett has accumulated a lengthy list of charges, including dropping out of rehabilitation and encountering various legal issues. These incidents involved attempting to purchase drugs from undercover police and concealing heroin in his shoe.
Despite earnest attempts to rebuild his life and career, Garrett eventually regressed into his old habits. Due to his comical encounters with the law, Garrett was chosen to provide commentary on the comedy show “World’s Dumbest,” which highlights the antics of “most amazingly stupid” criminals.
The program also featured other celebrities known for their personal misadventures, such as Todd Bridges, Tonya Harding, Gary Busey, and Danny Bonaduce.
Subsequently, Garrett secured a prominent role on VH1’s “Celebrity Rehab with Dr. Drew,” a show he initially resisted participating in. Garrett accused the show of inducing a relapse for dramatic effect, a claim vehemently denied by VH1.
In an interview the LA Times, Garrett said: “They asked to get some footage of me using, and I said, ‘I haven’t been using. They said, ‘We really have to get footage of you using.’ Anyway, I was easily talked into showing them.”
When a counselor with the production called him out, suggesting he was still using, Garrett walked off the show saying: “This is insanity and quite honestly I don’t appreciate it.”
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