Double-Double Trouble for In-N-Out Burger?
I’m a big fan of and big believer in In-N-Out Burger. I cite them constantly when sharing my jumboSHRIMP Marketing beliefs on getting bigger by acting smaller. In-N-Out Burger is a quintessential jumboSHRIMP Marketing business because they steadfastly follow the jumboSHRIMP Marketing golden rule of being the best, not the biggest.
However, this week I learned from BusinessWeek (sub. req’d) of some intra-company shenanigans where, allegedly, In-N-Out Burger heiress, Lynsi Martinez, is maneuvering to take control of the business. Currently, In-N-Out Burger has around 200 locations in only California, Nevada, and Arizona. Rumor has it that if Lynsi gets control of In-N-Out Burger, she will seek to take advantage of accelerating the growing of the business. Let’s hope this hullaballo is more rumor than fact.
Scarcity and privacy have been two of In-N-Out Burger’s main business strategies. By choosing to be inconvenient with its judicious and methodical expansion and choosing to remain a privately-help company, In-N-Out Burger has so far not fallen victim to the Krispy Kreme trap.
The Krispy Kreme trap? That’s when you take a cult regional brand and decide to take it national by any means possible. (We all know where that strategy got Krispy Kreme.)