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n-N-Out Burger is a brand that is loved, and a brand loved regionally. The late Anthony Bourdain said that whenever he posted an image of an In-N-Out burger on Instagram, it inspired a far more enthusiastic response than any of the images of exquisite plates at Michelin-star restaurants. What is behind this “In-N-Out” effect? Why do certain brands inspire such a strong, devoted affinity? And can it be duplicated? 

Quality and culture 

KISS (keep it simple, stupid) is a design principle that emerged from the U.S. Navy. But apparently, it also applies to burgers. Simplicity helps. McDonald’s and Burger King serve over 80 different items, but In-N-Out serves fewer than 15. In-N-Out focuses its activities on a few things, and it does those things exceptionally well. 

Lynsi Snyder, the billionaire president of In-N-Out, describes her company’s approach as “picky and strategic.” In recent years, the company has expanded into new states. However, that growth is also being contained. Shake Shack has successfully headed out west, but In-N-Out may never make its way out east. 

Snyder told Forbes that regional limitation enhances the brand’s identity. 

“I don’t see us stretched across the whole U.S. I don’t see us in every state.

Take Texas—draw a line up and just stick to the left,” she said. “I like that we’re sought after when someone’s coming into town. I like that we’re unique. That we’re not on every corner. You put us in every state and it takes away some of its luster.” 

The brand’s lore is further enhanced by the existence of a so-called “secret menu” and the Biblical verses hidden on company packaging. 

Haters gonna hate? 

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