When it comes to reaching for the consumers, In-N-Out is really not doing things like the other fast food chains. This family-owned business founded in 1948 by Harry Snyder and his wife Esther in Baldwin Park, California likes to keep things simple.
To stand up in such a competitive market, In-N-Out (INO) has been avoiding getting in the advertising battle against giants such as McDonald’s, Burger King or Taco Bell who spend millions every year on advertising campaigns (i.e. Taco Bell commercial during Super Bowl break last February). By focusing on a family value kind of business, INO has been triggering a very good feedback from its customers. And in a world of social media and over-communication, customer satisfaction is golden and word of mouth becomes the keystone of your business.
And the most wonderful thing about it is; it’s all about the quality of the product. They are making such a good burger that they don’t need to oversell it; satisfied customers are making all the work. Food critics for example are constantly praising the fast food chain for their fresh locally based products and their very welcoming staff.
Without endorsing anybody, INO ends up having an all bunch of celebrities talking about the famous Double-Double. From Bob Hope to Gordon Ramsay, all of them are contributing to build the positive brand image of the company. The latest even said that "In-N-Out burgers were extraordinary. I was so bad, I sat in the restaurant, had my double cheeseburger then minutes later I drove back round and got the same thing again to take away."
Keep it simple to stick to the old American way is the motto of INO. But simple doesn’t mean small: already located in 5 different states, they are thinking about expanding.
By following the same recipe of course!
G.H.
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