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In-N-Out. Of course a California girl like me is going to claim that the fast-food chain produces the best burgers in the industry, and judging by the company’s success I am not alone. In-N-Out has always been different from most chains, the food is always fresh and cooked to order, the menu has remained consistent since its beginning and the employees are always nice. Also, the bathrooms are always clean, which is something a person like me appreciates. A dirty bathroom always makes me uncomfortable to patronize a restaurant.
I wanted to know how the company is as successful as other chains when their service area is limited to California, Arizona, Nevada, and Utah. From a public relations standpoint, I was curious to know what tactics they used to bring in more revenue than Burger King, and international chain. I researched it and I came across a great article at dailyfinance.com. The article outlined In-N-Out's secrets to success. They were as follows:
1. Keep a relentless focus on quality
2. Listen to your customers
3. Treat employees well
4. Keep things simple and consistent
5. Expand slowly and only under the right conditions
6. Define your own level of success
Stacy Perman’s book In-N-Out Burger: A Behind the Counter Look at the Fast-Food Chain That Breaks All the Rules goes into further detail on the company’s success.
What does the story of In-N-Out have to do with PR ? Everything. Their simple company philosophies and practices remind us that quality and consistency keep consumers happy. Nothing has changed over the years and I know that nothing will. My dad loves In-N-Out because their food is just as delicious as it was in the 70’s when he became a fan. I know that when I walk in I am going to see them cutting fresh potatoes and that fresh lemonade will be waiting for me. People associate the In-N-Out brand with quality and consistency, and I think that anybody going into branding, PR, or marketing should read a little about In-N-Out’s story.
In-N-Out does the right thing by putting their customer's interests first and maintaing the happiness of employees. In James Hoggan's book, Do The Right Thing: PR Tips for a Skeptical Public, he says that the guiding rules for success are: 1. Do the right thing 2.Be seen doing the right thing 3.Never get rule one and rule two mixed up. When it comes to In-N-Out it seems to me that honesty, quality and consistency helped them follow all of these rules without trying.
In-N-Out does the right thing by putting their customer's interests first and maintaing the happiness of employees. In James Hoggan's book, Do The Right Thing: PR Tips for a Skeptical Public, he says that the guiding rules for success are: 1. Do the right thing 2.Be seen doing the right thing 3.Never get rule one and rule two mixed up. When it comes to In-N-Out it seems to me that honesty, quality and consistency helped them follow all of these rules without trying.
I can respect that fact that when you have thoughts and opinions about something, you don't let society change yor mind. The fact that you're able to point out exactly what you agree and disagree with is a plus.
ReplyDeleteSometimes people get so caught in what the next person believes, that they forget they forget to have a mind of their own.
I like how you used examples and proof about what's been going on with the company. This way we know, that everything you're saying isn't entirely all opinionated. I learned a lot. Great job.
I agree with you. In summer 2006 I went t California and had my first In-N-Out burger. It was devoured in five minutes. They do a good job of showing the customers there process before they give out food to the public. What stood out to me is that they make their fries from scratch.
ReplyDeleteKnowing that the restaurant I desire to eat at values good hygiene is a must. One of the first things I look at when I go anywhere to eat is whether or not the facility is clean. If the facility is dirty and nasty then the food is probably the same way. I too agree with James Hoggan’s philosophy about how one should act when dealing with others. When a restaurant chooses to do the right things for the right reason, I believe that their customers feel importance and valued; which is something that really goes a long way.
ReplyDeleteCierra Jackson
Ms. Fields,
ReplyDeleteI experienced my first In-N-Out burger this summer while I was in LA for the BET Awards. In-N-Out has one of the best burgers on the market. The customer service is excellent, and the facilities and clean. I can easily see why In-N-Out has been so successful. In-N-Out is the perfect model for any fast food chain.