Why In-N-Out Should Expand East

In-N-Out Burger is a beloved institution on the West Coast because of its high-quality ingredients; its fresh, made-to-order taste, and the popularity of its not-so-secret menu which gives loyal patrons a sense of being part of an 'in' crowd when they order from the restaurant. This paper will argue that In-N-Out Burger is an ideal addition to the Atlanta burger culture: the chain can capitalize upon the frequent calls to bring In-N-Out to the East Coast, as well as outflank all of its likely competitors.

"In-N-Out, founded on the West Coast in 1948, is that rarest of chain restaurants: one with a cult following. Exalted both by hamburger fans and those who normally shun fast food, it has built its reputation on the rock of two beliefs: fast food should be made from scratch, and the whims of the customer should be entertained" (McNichol 1). In-And-Out The fast food industry has been under a great deal of criticism because of its artificial ingredients and the contribution it has made to the obesity epidemic.

But even the author of the muckraking expose Fast Food Nation Eric Schlosser loves In-N-Out. "It isn't health food, but it's food with integrity. It's the real deal" (McNichol 1). The restaurants have no freezers, microwaves or heat lamps. The menus are also refreshingly simple for customers overwhelmed with choices at other restaurants. "The In-N-Out menu offers four items: hamburger, cheeseburger, Double-Double burger and fries…patrons can customize the burgers, by adding or subtracting toppings like pickles, tomatoes and grilled onions.

They can even eliminate the meat [or the bun] altogether" (McNichol 1). Having a simple menu is efficient on a number of levels -- it reduces the amount of time customers spend looking at the menu; it reduces the inventory and potential for spoilage (a critical argument in favor of a small menu for any food-based business); and it also reduces the risks of brand dilution.

In a marketplace where many fast food and takeout companies are introducing chicken, health food options, breakfast options, and ice cream varietals, In-And-Out stays true to its pared-down roots. "Four is In-N-Out Burger's innovation fulcrum -- the point at which the number of products strikes the right balance between customer satisfaction and operating complexity. Four means simple purchasing, simple production, and simple service" (Gottfredson & Aspinall 1). Excessive complexity can raise costs and hamper the growth of profits.

Also, for In-And-Out, cutting corners on quality is not an option, given that quality is what it has 'branded' itself on. Although "introducing distinctive offerings is often the easiest way to compete for shelf space, protect market share, or repel a rival's attack," supporting those innovations does not always result greater profits in the long-term (Gottfredson & Aspinall 1). Possible alternatives Possible rivals or alternative burger venues to open in Atlanta include Five Guys, Red Robin Gourmet Burger, and Farm Burger.

Farm Burger also offers grass-fed beef with an emphasis on 'farm to table,' natural alternatives to fast food. Red Robin has a devoted following in the Georgia area and stresses the 'gourmet' component of its burger offerings, given its relatively high price point of $10-$15 per burger. Five Guys has a similarly upbeat, quirky image to In-N-Out and similarly models itself as promoting freshness as an alternative to standardized fast food.

However, only In-N-Out unites the fun attitude of Five Guys with the commitment to freshness and quality of Farm Burger. Its price point is also somewhat lower than Red Robin, which is attractive given the recent economic uncertainty of the past years and the fact that people are still seeking a bargain when they go to a fast food establishment. In-N-Out's more downscale image has clearly not hurt its reputation with food critics. In-N-Out's "massive Cheesesplosion" and copious toppings are also an argument in favor of its value (Alt 1).

Furthermore, the other chains are widely available in the area while there has been a growing cry to move the California chain eastward. "It would be easy to dismiss In-N-Out's popularity as a California fad, a cult in a region given to cultish behavior. But food trends in the United States tend to track west to east" (McNichol 1). Conclusion The time is ripe to bring In-N-Out to the East Coast and Atlanta can provide.