In n out burger paper hat

Thaidan Pham

Professor Hearn

EWRT 2

11 July 2013

In-n-Out Burger: A Model of Simplicity, Quality, and Tradition

Toasted buns, two American cheese slices, two 100% pure American beef patties, fresh

grilled or sliced onion, freshly hand-leafed lettuce, a slice of tomato, and spread. The Double-

Double from In-n-Out Burger looks like a typical burger that is offered at any other hamburger

fast food restaurant. However, a closer look (and hopefully a bite) reveals In-n-Out Burger offers

more. Because In-n-Out Burger embeds simplicity in its operational functions, it is able to focus

on offering quality products, which is an integral part in continuing its business traditions.

Certain aspects of In-n-Out Burger, such as its menu and food items, are presented with

simplicity as motivation to effectively earn customer satisfaction. In-n-Out Burger serves a

simple menu that offers benefits to parties on both sides of the customer service counter. The

official menu essentially has only six items excluding milk, coffee, and beverage flavors: three

burger variations, French fries, milkshakes, and fountain drinks. The value sub-menu has only

three items that cleverly boast being “easy to order as 1, 2, 3.” Although a simple menu appears

limiting, it allows In-n-Out Burger’s personnel ease when taking and assembling orders, thus

limiting the chances of error. Also, by offering only a few items, the menu allows the restaurant

to focus on serving the items well rather than mediocrely.

The simplicity of In-n-Out Burger’s menu appeals to customers nostalgic of simpler

times. Even though technology has advantageously enhanced the activities of daily life,

consumers can feel overwhelmed and trivial to the larger scheme of life. Since nostalgic

reflections tend to selectively evoke positive emotions, it increases customers’ self-esteems and

gives the sense that life has meaning. Consequently, customers have induced favorable attitudes

towards the menu and the restaurant. The simple yet reliable nature of In-n-Out Burger’s menu

appeals to customer’s longings for by-gone times to earn their approval.

Simplicity is also present in the simple packaging of In-n-Out Burger’s food items that

encourages customers to focus on enjoying their meal. Burger wrappers plainly display the In-n-

Out Burger logo with the phrase “quality you can taste.” There is no special packaging that

falsely enhances products or accessory promotions, such as sweepstakes and toys, which has

increasingly accompanied fast food. Rather than detract customers’ attention, In-n-Out Burger let

its real food product be the chain’s spokesperson. Relying on a customer’s positive experience to

resonate with the restaurant’s name, food becomes more critical in reflecting the chain. However,

this is refreshing to customers tired of being bombarded everyday with thousands of

advertisements trying to distract them from the actual products. Customers can judge whether or

not In-n-Out Burger persuades them of “quality you can taste.” In-n-Out Burger appeals to

skeptical customers by conveying itself as honest in its approach to earn customer satisfaction.

With simplicity underlying its aspects, In-n-Out Burger focuses on its commitment of

freshness and quality food to customers. The fast food restaurant forgoes more cost-efficient

methods to uphold its commitment, creating an honest relationship with customers in return.

After ordering, customers can watch a populated kitchen put together their meals from never

frozen, cooked-to-order food. An open kitchen, close to the customer service counter, sends the

message that the restaurant will not cheat to earn the customer’s dollar and satisfaction. In

addition, compared to other fast food restaurants, In-n-Out Burger’s mode of production can be

argued as inefficient; using frozen food is more cost-efficient because it lasts longer, can be

easily prepared, and requires only a few hands to orchestrate meals. However, an open refusal to

succumb to frozen food demonstrates the restaurant chain would rather profit another way than

abandon its commitment to quality. The restaurant’s honest approach to profit making attracts

customers. This appeal is successful because, as victims of corner-cutting competitive markets,

customers are skeptical about the products they consume. Their skepticism is eased with feelings

of security and confidence in In-n-Out’s unwavering commitment and business operations.

In-n-Out Burger also forgoes rapid expansion to uphold its commitment to customers,

creating a noncommercial personality. To illustrate its slow growth, in 1948, In-n-Out Burger

and McDonald’s both entered the hamburger fast food industry; today, McDonald’s is a

franchise in 119 countries, while In-n-Out Burger is a private chain in 5 states. In-n-Out Burger’s

slow growth is attributed to a chain policy to only open restaurants within 500 miles of a day’s

drive from a distribution center to ensure quality ingredients. Its deliberate slow rate of

expansion expresses that the restaurant is not narrowly focused on money; it makes a rational

appeal to customers. Would customers rather have In-n-Out restaurants of low quality on every

corner or drive a bit further for high quality? Even though customers enjoy convenience, there is

an extent in which they will sacrifice for quality. Even though rapid expansion can accrue profit

and brand recognition, In-n-Out Burger is steadfast in its commitment of quality for customers.

Freshness and quality food is one portion of In-n-Out Burgers’ long-held business

traditions. By faithfully adhering to traditions, In-n-Out Burger creates a sense of confidence in

its menu and pride in its employees. Even though the times have changed since the first In-n-Out

Burger restaurant opened doors, little has changed about the restaurant’s menu. The menu

continues to offer the classic burgers, fries, and drinks that customers enjoyed since 1948. This

rooted menu is a symbol of tradition, transmitted vertically down the years and horizontally

across its locations. Its static-ness sends a message to competing restaurants that In-n-Out Burger

does not need to introduce new items to attain customer’s attention. In-n-Out Burger’s fixed

menu is an expression of the chain’s confidence in its products.

In-n-Out Burger’s traditional menu appeals to customers who feel apprehensive about

change. Yet, their cynicism is not consistent with the consumer culture that changes trends often.

On one hand, their attraction to the menu can indicate consumers enjoy acknowledging

contradictions. On the other hand, it can mean consumers do not know what they want. It is often

argued that consumers do not always know what they want until marketers tell them. While firms

are constantly introducing new items, In-n-Out Burger only offers few selected items. The

consistency nature of In-n-Out’s menu offers the guidance customers need to feel more confident

and less anxious about their products: what customers enjoyed in 1948 can be enjoyable in 2013.

Another aspect of In-n-Out Burger’s function that remained relatively the same is the

uniformed employee that reflects the chain’s pride. Just like the 1950’s, a present-day In-n-Out

Burger employee is dressed in a clean white collared shirt, pair of white pants, red apron, shined

black shoes, and white paper hat to top it off. The overwhelming white color of the uniform is

often associated with purity. The uniform’s immaculate appearance, reflecting the cleanliness of

the restaurant, is aesthetically pleasing to customers. Like a military uniform, the overall effect

of the old-fashioned uniform makes employees appear presentable, which conveys pride to

customers.

Furthermore, the static-ness of the uniform corresponds to the chain’s employment

traditions. The chain notably starts store associates at a higher starting wage than mandated

minimum wage guidelines. Feeling appreciated, employees are enthusiastic to provide friendly

service, reflecting the restaurant positively. If employees are valued, then customers are prized.

Consuming at In-n-Out Burger satisfies customers’ need for prominence, because, in addition to

being on the receiving end of good service, customers can claim to be supporters of model

employment practices. By retaining basic traditions, In-n-Out Burger prides providing friendly

service in a clean environment that makes it a favorite among customers for over 60 years.

In-n-Out Burger successfully appeals to different customers’ needs, developing a highly

loyal customer base. The chain operates differently from most other leading fast food restaurants,

yet it is as, or even more, popular and celebrated. The restaurant does not offer as many items on

its menu or is as big as other fast food restaurants, but these aspects are employed its advantage.

Most importantly, it remains wholeheartedly resolute in its commitment to freshness and quality.

In-n-Out Burger’s business operations, solidifying the chain’s place as one of the leading fast

food restaurants rated by customer satisfaction surveys, is a model of excellence for other

restaurant.