In-N-Out is a Californian restaurant chain that has achieved cult status among the burgerati. The owners opted to keep it privately owned to retain control over the quality and the customer experience. Good move. Estimated revenues are at $216.8 mn, and by staying true to their 'Quality You can Taste' slogan and indie culture they've been able to sidestep the stigma associated with corporate chains (read McDonald's) and become a movement.
My favourite snippets:
- IN-N-Out is the only fast food chain allowed to open up in the fiercely independent Fisherman's Wharf
- An extremely limited menu offering, with only three burgers on the cards
- Host of secret menu items ('animal style', 'veggie burger') that become popular purely through word of mouth
- Gordon Ramsay chose an animal style-burger as his 'death row' meal :)
They kept it simple, kept it scrumptious. Amen
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