'Quality You Can Taste' - Now, There is a Brand Message You Can Munch On - By John Hendrie
Easy to say, but hard to deliver consistently, particularly within the uber- competitive burger landscape. But, In-N-Out Burgers has done just that with no gimmicks, like a Happy Meal or versatile roller-skaters.
We in the East and Mid-West have no such similar institution or burger choices like you have in California. Pretty much we are stuck with Burger King, McD’s, Wendy’s and an occasional White Tower – our Burger experience is limited and tame (pretty boring). Go West, young appetite, and you will be fulfilled.
Having just returned from LA, I enjoyed In-N-Out Burgers twice – in Sherman Oaks and somewhere around Santa Monica in the company of youngest son, who had just flown in from Singapore and was burger bereaved. We hit these spots at lunch time, so speed of delivery was not swift, however, the wait was worthy.
Perhaps one advantage is a limited menu – burgers, fries and shakes. You are greeted somewhere in the car idling drive thru by a gracious walking order taker. “One cheeseburger and a double cheeseburger, make that an Animal (caramelized onions and special sauce)”. The excitement builds as we inch along to the pick-up window. The Company understands that their patrons pretty much dine on the fly in their cars, so the presentation is sensible – everything served in a type of cardboard boat and the burger, half encased in a light wrapping, so you do not have juices, sauce, or other remnants dropping all about (traveling ort). French fries made daily, shakes featuring real ice cream, top beef for the burgers - “fresh to order”. My, everything was just excellent.
In-N-Out Burgers has been in business since 1948, privately run by the Snyder family. There are no franchisees within the 246 locations, throughout California, Nevada, Arizona and just expanding into Texas. An Experience does not have to be monumental to be memorable. It is the little things, the parts of the whole, which truly matter. Authenticity, attention to detail, consistency and courtesy are excellent ingredients. We in the Northeast eagerly await some new burger experience.
Logos, product and company names mentioned are the property of their respective owners.
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