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.
A lot of people had a crush on her in the 1980s, but look at her now…
After her breakout role in “Crocodile Dundee”, Linda Kozlowski found herself thrust into the international spotlight. Starring opposite Paul Hogan, the film marked a significant milestone in her career trajectory. However, following the “Dundee” series and a handful of other projects, Kozlowski gradually veered away from the glitz and glamor of Hollywood.
Hailing from Fairfield, Connecticut, Linda Kozlowski was born on January 7, 1958, with aspirations of treading the boards. She pursued her passion for acting by enrolling in the prestigious theater program at the Juilliard School. Upon graduating in 1981, she made her mark in various off-Broadway productions before transitioning to minor roles on Broadway and television. Notably, she starred alongside Dustin Hoffman in the television movie “Death of a Salesman”, marking a significant milestone in her career.
Linda’s path to fame wasn’t without its hurdles. Following her stint as a waitress post-“Death of a Salesman”, she relocated to California. It was there, under the wing of her mentor Dustin Hoffman and his wife, that Linda found refuge in their Malibu beach house. It was from this humble abode that Linda embarked on an audition that would alter the course of her life.
Dustin Hoffman’s endorsement landed Linda the coveted role of Sue Charlton in “Crocodile Dundee”, a character she portrayed with aplomb. The film’s astronomical success, raking in over $320 million against a $10 million budget, catapulted Linda Kozlowski into stardom virtually overnight. Interestingly, her fame initially soared in Australia due to the film’s early release there.
Despite her newfound celebrity status, Linda felt somewhat overlooked in Hollywood. While she reprised her role in the “Crocodile Dundee” sequels, she declined numerous offers for roles that pigeonholed her as the quintessential girlfriend of a comedic lead. Ultimately, Linda decided to bid adieu to acting after the third installment of “Dundee”.
In her personal life, Linda Kozlowski found love on set with her co-star Paul Hogan during the “Crocodile Dundee” series. They tied the knot in 1990 and welcomed their son, Chance, in 1998. However, their marriage dissolved in 2014. Following her divorce from Paul Hogan, Linda received a substantial settlement, empowering her to chart her own course. She turned her gaze towards Morocco, where she crossed paths with Moulay Hafid Baba, a native tour guide, sparking a profound life transformation.
Together, Linda and Moulay Hafid Baba founded the luxury travel agency Dream My Destiny in Marrakech. Crafting bespoke travel experiences tailored to their clients’ desires became their passion. Linda seamlessly transitioned from the glitz of Hollywood to the enchanting vistas of Morocco.
While Linda Kozlowski may have bid farewell to the silver screen, her legacy as Sue Charlton in “Crocodile Dundee” endures. At 63, she embraces her adventurous spirit and finds fulfillment in her new life in Morocco. She believes that reality surpasses fiction, channeling her intuition honed during her acting career into curating unforgettable experiences for travelers around the globe.
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