If it ain't broke, don't change it!

This week I'm in Arizona celebrating my birthday and enjoying some much needed dry heat! And every time I'm here, I have to find an In-n-Out Burger! I'm not a big fast food eater, but I do enjoy a good cheeseburger & fries at In-n-Out! Maybe it's because I'm partial to companies who are true to their brand - and In-n-Out is one of those brands!

In-n-Out celebrated its 60th Birthday last year, and for the past 60 years, it has barely changed! It has stuck to its purpose of providing "Quality you can taste"! This has stemmed from the organization's philosophy to:

"Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment."

And it is through the consistent execution of this philosophy, that it has been able to grow a strong following of devoted customers!

What I like most about In-n-Out, is that rather than trying to be something it isn't, like McDonald's is desperately trying to do, it has continued to be, strictly, a burger place with good quality ingredients! When people think of a good quality fast food burger, they know where to go - In-n-Out, because that's what it specializes in. I mean look at its menu versus McDonald's - In-n-Out has a simple and focused selection:

All of these images are from Flickr.com, and it was funny to read the comments from each. Those who were looking at the In-n-Out menu were talking about how every time they see the menu, they begin to salivate and crave an In-n-Out burger and "fresh cut fries". But when people were talking about McDonald's menu, there were comments that first noted how unhealthy their food was, and secondly, how there are too many options to be able to make a selection!

This is a clear indication that In-n-Out's dedication to good quality fast food, and the fact that it has remained privately held by the original founding family, has allowed them to make the necessary trade-offs to stay true to who they are, while satisfying its customers needs. Where as McDonald's, although extremely successful, is struggling to create a clear and meaningful brand perception amongst its customers. They seem unwilling to make any trade-offs to help define who they are.

McDonald's idea of fair market share is 100%, hence the extensive and overwhelming menu. Where as In-n-Out has made a conscious decision to focus on the quality of its food, rather than gaining maximum market share. And it is this decision that has allowed the organization to become a specialist within its market and earn loyal customers!

Here is another example of In-n-Out living its purpose that I enjoy:
This is In-n-Out's fries container, and once you finish eating your yummy fries, you have an opportunity to learn how they come from freshly cut potatoes (which you may have seen being done behind the counter) that are cooked in 100% trans-fat free, cholesterol-free vegetable oil, and it's been done this way since 1948!! This is a great example of a successful & consistent combination of messaging and actions!

Thank you In-n-Out Burger for being you! And I'm sure I will see you at least one more time while I'm in Arizona!!!