The last time we were in California I insisted we stop by one of my favorite fast food joints, In-N-Out Burger. What I love most about them is the simplicity of their menu and business model. If you want a chicken sandwich, don’t go here. If you want a salad, onion rings or tacos, don’t go here. The reason the word burger is in their name is because that’s what you’re going to get.
The first In-N-Out was opened in 1948 by Harry Snyder and his wife Esther in San Bernardino, CA. It was tiny and the very first drive-thru hamburger stand in California. Their vision then is still the restaurant’s passion today, "Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment."
So what is it that makes this chain of 299 restaurants a place where customer loyalty is almost a religion?
Their menu is basic and uncomplicated. Double-Double cheeseburger, hamburger, French fries, shakes, soft drinks, and coffee. That’s it. Because of the limited offering, the chain can focus on quality and consistency.
The restaurants don’t have freezers, heat lamps or microwaves. Everything is literally made to order and you can watch it being made through a large waiting area window that looks into the kitchen. Even the French Fries are cut one potato at a time.
The restaurant starts employees in California at $12.00 per hour, well over the minimum wage, as well as offering healthcare, vacations and a 401K plan. As a result, the chain is rated as one of the best places to work. Employees are loyal and hundreds of people wait in line to fill out applications whenever a new location opens.
They have a (not so) secret menu that’s not printed on their menu board. A few hints are 3 x 3, 4 x 4, Animal Style, the Flying Dutchman, and The Scooby Snack. You’ll need to do your research to figure these out, but that’s part of their allure. (hint: simply Google secret In-N-Out menu and wait for it!)
This burger mecca must be special because they have an online store where you can order all sorts of products with In-N-Out branding. From T-shirts and neon beach towels to Christmas ornaments and a double-double tow-hitch cover.
I’m at a point in my life where I want things to be simpler. I know, simple life these days is an oxymoron given the complexity of everything we contend with daily. But the success of In-N-Out Burger with such a seemingly simple menu means we don’t need to be all things to all people. We can make a very nice living and lead a gratifying life by getting down to the basics, keeping it simple and focusing our energies on our core strengths. And the same is true for businesses: find a niche, understand who the customer is and find the products or services that most intrigue them.
As David Myers, chef of Los Angeles French Brasserie Comme Ca says, “It’s fast, it’s hot, there are code words — what’s not to enjoy?” I think I’ll have the Quad Quad, Animal Fries and a Black and White Shake. Don’t you just love secret codes?
After several decades on-the-radio as a DJ and traffic reporter, Steve Woodburn MAS, stumbled, as most do, into the world of promotional products. He spent 27 years on the distributor side and the last three as a supplier, which gives him a unique perspective on this crazy business and life in general.