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In-N-Out Serves Up 77 Years of Success
How a regional burger chain created international fandom
Ali Kaltman
March 23, 2025
Brand: In-N-Out
Campaign: Fandom
Read time: 5 minutes
💬 Overview 💬
~5 years ago, I was living in Denver, CO.
The first In N Out was officially arrived in Aurora, a suburb of Denver, in 2020.
And it was NEWS.
I remember the hype in our friend group chat to plan our first visit.
I’m sure it was a combination of 2020 boredom & the thrill of something new that got us planning a first visit to a burger chain…
But nothing prepared me for the videos & images of the 14-hour line the restaurant produced in its first month.
It was madness.
I lived in Ann Arbor when Joe’s Pizza came into town. I lived in Los Angeles when H&H Bagels landed its first west coast location.
But nothing was like the Aurora In-N-Out opening…
Most fast-food giants spend billions on marketing.
In-N-Out? No way.
No flashy Super Bowl ads. No influencer campaigns. No limited-time gimmicks.
Yet, they’ve built a cult-like following that rivals the biggest names in the game.
So, how did a regional burger chain turn itself into a national obsession?
Let’s get into it…
💙 The Branded Moment 💙
In-N-Out’s success (since 1948!) comes down to three things in my mind:
Scarcity, Quality, & Fandom (where the real magic happen)
1) Scarcity
You won’t find an In-N-Out on every street corner in the US. The brand did not expand into its first state outside of California until 2011 (!!)
In fact, they’ve intentionally expanded slowly, keeping locations limited to a select few states.
This intentional slow growth creates an exclusivity factor that makes In-N-Out a destination.
First time in CA? You must stop at In-N-Out. Why? Because you can only get it here.
This mindset is the reason why you see a 14-hour line for a fast food burger in Colorado.
2) Quality
Quality at In-N-Out takes several different forms.
If you walk into any location, you’ll find friendly employees, a perfectly simple menu, and top ingredients.
This 360 quality helps consumers build trust in their product & the full experience.
3) Fandom (The Real Brand Sauce)
This is where In-N-Out wins.
Quality burgers and scarcity get people in the door, but it’s the feeling (the BRAND) they create that turns casual customers into fans.
The Merch: Their simple, retro-inspired T-shirts and hats sell out instantly.
The Stories: People bond over their shared In-N-Out experiences.
The “Secret” Menu: It’s not really a secret, but creating special, off-menu ways to order classics makes you feel in-the-know.
The Community: There are Reddit threads, fan accounts, and cult-like devotion to the brand’s simplicity and consistency.
Through it all, In-N-Out has never caved to trends or short-term gimmicks. They don’t add crazy new menu items or run massive ad campaigns.
And that’s exactly why people love them.
At its core, In-N-Out is a brand that feels like home.
For many Californians, it’s a tradition. It’s something you grow up with, share with friends, and introduce to out-of-towners like a rite of passage (and having lived here for 3 years now, I totally get it.)
Today, brands constantly reinvent themselves to stay relevant, yet In-N-Out has proven that staying true to an initial strategy are builds the strongest fans of all.
💡 Results 💡
With over 418 locations and 77 years in business, In-N-Out is one of the most successful burger chains of our time.
The fandom runs so deep that the brand sells employee attire as merch (and I don’t know many brands that can do that).
I can’t wait to see where the next 77 years of business take In-N-Out…
🎬 Take Action 🎬
How Are You Playing the Long Game?
Are you building for long-term brand loyalty or chasing short-term trends? Are you giving the proper TLC to strategies you really believe in?
How are you creating the “IYKYK” mentality for your brand fans? What is your version of a secret menu?
Lastly, where can you simplify? In-N-Out has lasted (thrived) for 77 years because they stuck to simple (not easy). Where are you overcomplicating your strategy and how do you simplify?
What’s New This Week
One new product I tried this week 👉 Albanese World’s Best Gummi Bears - Low cal gummy bears that taste great
One new campaign I’m loving 👉 Dr. Squatch x COD - Yes they made video game soap.
One new piece of content to watch 👉 HONESTLY I’m feeling pretty uninspired from my current rotation of podcasts & content. What recs do you have? Feel free to reply to this email!!
Brandkeeping
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Let’s chat!
See ya!
Ali
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