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In-N-Out: the External Environment
In-N-out was first established in California, and now it has expanded outside California to Arizona, Nevada, Utah and Texas. Texas is latest state that In-N-out entered into. They do not franchise so growth is slow. There are 197 in CA, 26 in AZ, 16 in NV, 7 in UT and 6 in TX currently. Every location is settled through specific analysis and consideration. Expanding into other states faces many logistical problems such as food distribution, tax laws, employment laws, etc. Food distribution is important, because it has to be fast delivery to keep the material fresh, either from their facilities or the farms. Concentrating their growth in the areas around the base, California, which they already serve enables them to take advantage of existing infrastructure.
At In-N-Out Burger, quality is everything, while many other fast foods are often over-processed, prepackaged and frozen. However, In-N-Out makes everything the old fashioned way, which includes two aspects. First, they directly import material from farms. Second, they don’t even own a microwave, heat lamp, or freezer. And they make every burger one at a time, cooked fresh to order. Everything they made by old-fashioned way, which tasted real and original. The fresh fast foods fit the Native American style and psychology, that’s why In-N-Out is always crowded and people do not mind waiting, even though its menu is very limited including only Burgers, fries, sodas, shakes.
In-N-Out always uses new technology to develop new loyal customers and its brand imagination. We see that In-N-Out also use wireless and internet's effect to increase popularity and cognition to its customers. It has established company website to attract customers with giving directions on its tasty menu items and its new products, its IOS app also show us the current location, contact information, and special offer.
In-N-Out always likes to...
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