Running head: IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

In-N-Out the Anomaly: An Ethnographic Study

Molly F.L. McGregor
San Diego State University

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

In-N-Out the Anomaly: An Ethnographic Study

First introduced by Harry and Esther Snyder in 1948, In-N-Out Burger featured fresh,
hand prepared hamburgers and a convenient drive-thru. Ten years later the hamburger stand
introduced ten-cent fountain drinks and the Animal Style hamburger (History In-N-Out, 2014).
Decades and Double-Doubles later, In-N-Out is now regarded by California residents as a state
staple, a must eat restaurant for visitors, and an affordable dining hot spot for inhabitants.
Customers and fans of In-N-Out are passionate about the California born restaurant,
helping the burger joint grow from a single location to a vast and respected chain. In-N-Outs
expansion from humble beginnings is partially attributed to the brands cult-like following of
customers (Tice, 2002). In California, it is not uncommon to see cars decorated with In-N-Out
bumper stickers and decals or individuals sporting the burger chains T-shirts and hats. There is
even an online In-N-Out store where customers can purchase lovely In-N-Out adorned products
including mugs, beach towels, travel bags, playing cards, and folding chairs. McDonalds, JackIn-The-Box, and Taco Bell do not have merchandise stores. Patrons of McDonalds, even if
frequenters, are not walking toward their car, in a McDonalds T-shirt, readying to slap on a
McDonalds bumper sticker. Why? Why does In-N-Out, a fast food restaurant much like the
others, have a devoted fan base instead of a regular customer base? For serving simple fast-food
burgers and fries, In-N-Out means so much more to customers. One function of this ethnographic
study is to examine why individuals have great admiration for a fast-food restaurant. This study
asks the question: How does In-N-Out communicate with customers to perpetuate such positive
feedback and frequent patronage.
In-N-Out performs very little marketing and advertising, considering the firms success.
Other than freeway billboards reading In-N-Out next exit and modest radio commercials, the

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

company does not heavily practice other popular forms of fast-food promotion (television, print,
contests, etc.). Additionally, the companys current owners, descendants of Harry and Esther
Snyder, choose to avoid the spotlight and rarely give interviews (Daniels, 2010). Such reclusion
differs from McDonalds, whose CEO recently interviewed for a television episode entitled
Inside McDonalds. Such publicity is important for McDonalds as the chain seeks to debunk
negative rumors regarding the restaurants food preparation. In-N-Out emphasis the natural
nature of their food, and has yet to experience any controversy over sourcing, production, or
preparation. Therefore, Inside In-N-Out is less necessary.
Most fast food restaurants spend millions of dollars promoting new products, disclosing
impressive charitable contributions, advertising environmentally friendly company practices, and
showing excellent food quality. While other fast food establishments place a great emphasis on
promotion and marketing, In-N-Out relies almost entirely on faithful customers spreading
positive word-of-mouth about In-N-Outs low priced and delicious food. This study also serves
to analyze how In-N-Out achieves great success without adapting to current marketing or social
trends.
Lastly, In-N-Out defies another common fast food practice, innovation. In the beginning,
In-N-Out served as a beacon of fast-food innovation. Although Harry Snyder decided against
patenting the invention, Snyder is credited with introducing the first intercom system for drive
thru dining (Daniels, 2010). However, after introducing Animal Style and Double-Double
burgers and adding fries, fountain drinks, and milkshakes to the menu, In-N-Out never added
more to the official roster. The secret menu houses a few other items, but technically, the
selections are not part of the public menu. McDonalds recently introduced healthier selections
and McCafe to keep up with changing social trends. Jack In The Box constantly releases new

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

sandwiches. Taco Bell proudly advertises the Doritos Locos Taco, and now serves breakfast to
compete with other restaurants. Yet In-N-Out still sells its original burger, cheeseburger, fries,
fountain drinks, and milkshakes with great profit. While other fast-food restaurants are adapting
to entice customers, In-N-Out expects customers to appreciate and accept the restaurants classic
offerings. In-N-Outs lack of innovation defies todays food standards, yet the company still
maintains a net worth of over a billion dollars.
All of this leads to our phenomenon: In-N-Out is a fast-food anomaly. The burger chain is
a nostalgic institution in an ever changing and adapting food industry. But West Coast residents
love In-N-Out, advertise In-N-Out, even seem to identify with In-N-Out. Such customer
perceptions generate three research questions.
1) With such little marketing and advertising, how does In-N-Out communicate a company
image that appeals so greatly to consumers?
2) Why do individuals feel so strongly (positively) about a fast-food restaurant?
3) How do In-N-Out customers perpetuate the restaurants messages and encourage others to dine
at the establishment.
Literature Review
Many of the business and marketing articles that cover In-N-Out focus on the chains
success despite the restaurants lack of modern business practices. Articles mention the
mystique of In-N-Out, a result of the companys little publicity. Lynsi Torres, the current
president and owner of In-N-Out, is one of the youngest billionaires in the world (Roberts,
2013). Torres is a wealthy heiress with a passion for drag racing, but little else is known about
Torres as she rarely gives interviews. In-N-Out as an institution behaves similarly to the owner.
In-N-Out does not participate in programs that explore successful businesses and the restaurant is

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

not often featured in headlines. The reclusive behavior of In-N-Out is odd for a company valued
at 1.1 billion (Roberts, 2013).
Articles also discuss the size of In-N-Out, adding that the chain could probably expand
more given the restaurants notoriety. With 290 locations spread throughout only four states
(mostly California), In-N-Out is a relatively small chain (Oches, 2013). Although 290 locations
may sound like a lot, McDonalds has over 34,000, worldwide (Chalabi, 2013). In-N-Outs
modest size does contribute to positive customer perceptions though. Remaining on the West
Coast perpetuates the notion that In-N-Out is a local eatery, a special privilege of residing on
the west side of the country. Residents of western states seem to revel in their ownership of the
famous In-N-Out burger restaurant. The exclusivity of In-N-Out, selling on the west coast,
contributes to customers love for and identification with the restaurant.
Business journals and scholarly articles are constantly discussing the dynamic marketing
climate of today. Changing social trends including: increasing environmental awareness,
emphasis on health and wellness, need for convenience, and greater appreciation for leisure
affect how fast food industry players advertise and position their restaurant (Grewal & Levy,
2014, p 158-164). The communicative practices of other fast-food restaurants illustrate how odd
In-N-Out truly is. McDonalds recently introduced McCafe to target young-adult and adult
audiences. To address increasing health and wellness concerns, McDonalds, Burger King, and
other fast food chains now advertise low calorie menus featuring fresh fruit, salads, and
smoothies. Fast-food restaurants also advertise their commitment to some environmentally
friendly practices. McDonalds promotes the companys sustainable efforts and Burger King
advertises sustainable practices while building new locations. Fast-food restaurants now have to
market to several different audiences using several different platforms. Instead of solely

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

advertising cheap and delicious food, chains now have to communicate delicious, fast, cheap,
sustainable, high-quality food coupled with a cool, clean, and hip environment. In-N-Out,
compared to other chains, is not adapting to the times. The In-N-Out menu does not feature
healthier items. In-N-Out is not building restaurants with hip and modern interiors. In-N-Out
does not advertise green practices quite as aggressively as other chains. In-N-Out provides the
classic burger, fry, and milkshake menu embedded in a nostalgically designed environment.
This study will build off existing research by focusing on In-N-Outs success through
modest tactics. Previous research shows that In-N-Out does not act similarly to other firms in
terms of marketing and advertising. However, previous research utilizes mostly statistics and
secondhand research. This ethnographic study, through observation and interview, will examine
how In-N-Out maintains great success in an ever-changing society. In-N-Out as a phenomenon is
important to study because modern marketing strategy greatly differs from In-N-Outs marketing
tactics. Understanding how a firm can succeed without conforming to the standards of todays
marketing climate is important for both producers and consumers.
Methods
Ethnography is the best approach to study the fast-food phenomenon of In-N-Out.
Talking with customers of In-N-Out will help illuminate why customers feel so connected to the
fast-food establishment. With such little direct advertising, In-N-Outs image is most likely
communicated through the restaurants physical space, employee performance, and food quality.
In conducting field research, I am able to examine employee performance, restaurant upkeep and
functioning, and the customer experience. Merely reading articles, personal opinion, and second
hand accounts cannot accurately detail the phenomenon under study.

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

I first dined at In-N-Out at the age of 12, and now continue to visit the restaurant at the
age of 20. In addition to years of experience with In-N-Out, I also conducted research
specifically for my study. This ethnographic study is comprised of 12 hours of fieldwork, which
included personally observing a local In-N-Out, analyzing marketing tactics (online presence,
billboards, radio, and television), conducting company research, visiting other fast-food
restaurants, and holding interviews. Data collection took place over a period of ten weeks. I
conducted fieldwork at a local In-N-Out, situated right next to a busy mall just off the freeway.
While visiting In-N-Out, I observed employee performance, employee and customer interaction,
customer-to-customer interaction, and the general functioning of the restaurant during business
hours. I observed and recorded information simultaneously during my visits in order to avoid
misreporting.
Additionally, I conducted official interviews and casual interviews. Although I did not
interview any dining customer or working employees, I gathered interviews outside of the
restaurant from individuals who either liked or disliked In-N-Out. During fieldwork, I only asked
a few simple and quick questions to individuals waiting to collect their food. In-N-Out, during
the lunch and dinner rush, is an extremely busy place. Therefore, I did not want to distract
employees from their duties. Furthermore, I chose not to bother dining customers, as the
restaurant probably would not approve of a student pestering patrons with questions. Fortunately,
the interviews collected outside of the restaurant provided excellent insight into the projects
topics of interest. Casual interviewing involved a more condensed and simplified version of the
official interview script. Other times, casual interviewing involved simple, unstructured
discussions with peers.

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

Online research and second-hand research also played an important role in data
collection. Analyzing In-N-Outs online presence through social media, articles, and the
restaurants online merchandise store, illustrated In-N-Outs different approach to the fast-food
restaurant business. Second hand research included any time another individual provided
information on In-N-Out. For example, a family member called to detail an In-N-Out radio
commercial heard while driving. Although I did not personally collect this data, the radio
advertisement added an interesting bit of information to the study.
In-N-Out: Communicating Family Friendly and Christian Values
In-N-Out is an openly Christian company that promotes a family friendly image. In-NOut communicates their family and religious ideals through their food containers, their charitable
social causes, and the dcor of their store interior. In promoting Christianity, the dominant and
growing religion in the United States, In-N-Out resonates with a increasingly large audience.
Although In-N-Out does not aggressively promote the Christian faith, the restaurant
subtly advertises Christian beliefs. The Snyder family does not openly preach Christianity or
release information riddled with faith. Instead, In-N-Out food containers promote the teachings
of the Bible. For example, each In-N-Out soda cup contains the name of a Bible verse on the
bottom of the container. The inconspicuous biblical references are placed on the inside lip of the
bottom of the cup and include a specific book, chapter, and number of the Bible. However, not
every In-N-Out container features a biblical reference as my fry boxes and burger wrappers were
always faith free.
Many In-N-Out customers are unaware or uninterested by the restaurants faith. Most
individuals I surveyed showed knowledge of the biblical soda cups, but did not have an opinion
on the matter. Surveyed Individuals with no particular religious affiliation showed little interest

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

in In-N-Outs religious choice. Every surveyed individual would still patronize In-N-Out,
whether the companys religion aligned with their own. Yet, some surveyed individuals claimed
to avoid or refuse Chick-Fil-A, another openly Christian chain. Chick-Fil-A, unlike In-N-Out,
got caught up in a Christian value related scandal, tarnishing the restaurant for some patrons.
Jackie, one female I surveyed stated In-N-Out is so mild about it, you know. Its just on the
cupwho cares. Chick-Fil-A had the whole anti-gay thing (personal communication, March 17,
2014). Apparently the Christian image does not deter the religious unaffiliated unless the faith
crosses over into politics or issues of human rights. Religious affiliation is acceptable until the
preference becomes too apparent of pronounced.
While some consumers do not mind religious oriented businesses, other consumers
openly appreciate a Christian company. During class, I spoke with two women. One woman
knew of In-N-Outs religion, and the other did not. After our discussion, the two women seemed
very impressed and wondered do you think In-N-Out would be a good spot for study (Bible)
group (personal communication, March 19, 204). The other woman responded by saying,
maybeprobably (personal communication, March 19, 2014).
Promoting religion, even subtly, holds greater implications for consumers and appeals to
a great portion of the population. Many positive attributes are associated with the Christian faith
in buisness including: family friendly, wholesome, well valued, and honest. When a company
adopts Christianity, consumers project the positive attributes onto the company leadership,
employee base, and food quality. The restaurant is thought to care more about the well being of
the consumer, both adults and children. Such friendly implications encourage families to dine at
In-N-Out. During my time at In-N-Out, I observed around forty families, most of which
contained children between the ages of three to seven. Other families contained children that

IN-N-OUT THE ANOMALY: AN ETHNOGRAPHIC STUDY

appeared older than 10. One Sunday afternoon, I observed two families wearing formal wear.
Although I only overheard one family confirm church attendance, the other family possibly came
from church as well. Perhaps parents trust the nostalgic, Christian image of In-N-Out. With
biblical references and a giant light up sign reading Quality You Can Taste, higher quality and
healthier food is potentially assumed. After all, each family showed no problem feeding their
children bits of fast-food hamburger and french-fries. Children and adults both eat the standard
fast-food offerings at In-N-Out as there are no kid friendly or healthier options provided.
In-N-Out is not the only religious fast-food restaurant where families feel comfortable.
During my time at Chick-Fil-A, I frequently observed adult diners with children. However,
unlike In-N-Out, Chick-Fil-A literally invites families by holding monthly family activity nights.
Chick-Fil-A also blatantly advertises steps that the company is taking to provide consumers with
healthier food including: moving away from anti-biotic meat, creating a lower calories grilled
chicken recipe, and promoting meals that contain oatmeal, milk, fruit, or salad instead of fries
and sodas. Chick-Fil-A takes steps to attract family business, whereas In-N-Out just seems to
receive families without trying. In-N-Out sells burgers, fries, and milkshakes and does not
provide healthier options for kids. Yet, I still witnessed more toddlers and young children
experiencing the quality you can taste than the healthier options of Chick-Fil-A.
Families assume In-N-Out cares about children after exposure to the companys primary
charitable outlet. Standing at the order counter, customers see Joining Hands To Prevent Child
Abuse in between the menu panels. The cause is also used as a paper liner for the food trays.
Although my friends dripped ketchup all over the charitable ad, we still remembered the image.
In-N-Outs largest charitable donations go toward preventing the abuse of children, which leads
consumers to believe that In-N-Out cares about the health and safety of children. Protecting

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children is obviously a noble cause, and In-N-Outs charitable donations are entirely respectable
and generous. However, consumers should not assume In-N-Out values the health of their
children. In-N-Out is still high calorie, high fat, high sodium, undisclosed sourcing, food.
In-N-Out: Communicating The California Lifestyle
In-N-Out realizes the appeal of California living, capitalizing on the cool image of the
golden state. In-N-Out is a west coast company, more specifically a California born and raised
company. The first In-N-Out opened in Baldwin Park, California in 1948, but the chain
eventually spread throughout California and seeped into neighboring west coast states. In-N-Out
utilizes the California lifestyle in order to appeal to teenagers and young adults. The company
attracts families and Christian audiences through open religious beliefs, the promise of high
quality, and charitable donations, but the brand also makes sure to attract young consumer
audiences with the idea of cool.
The In-n-Out logo features the restaurants name and a big yellow arrow, but the
companys primary symbol is a slightly leaning palm tree. I did not even realize the prominence
of the palm tree until I became tired while taking field notes. While resting my head on my hand,
I began to slowly roll my head around and blankly, almost unconsciously, ogle my surroundings.
Eventually, after turning my head to the left, I started to notice the palm tree patterned wallpaper.
Then I began to notice all the palm trees. Only during my practically unconscious state did the
plethora of palm trees catch my attention. Although the palm trees are obvious, the decorated
surrounding is somehow subliminal. Hats, shirts, and other merchandise feature the leaning palm
tree. Even the 2014 In-N-Out T-shirt, which depicts an In-N-Out within a heavily urbanized city
landscape, pictures two palm trees discretely sticking out from behind an In-N-Out restaurant.
Hoe palm trees survive in the painted setting, I am unsure. Blinking would cause any individual

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to miss the two palm trees. Even if customers dont consciously recognize the presence of the
palm tree, the symbol still makes an impact. The little red palm tree is found on soda cups and
fry containers, but is also used to decorate the interior of In-N-Out. The In-N-Out located at
Mission Valley Mall is drenched with palm trees. Red palm trees are imbedded into the white tile
that covers the order counter. The symbol is incorporated into tiles that outline the kitchen. The
wallpaper plastering the walls of the restaurants is patterned with tiny grey In-N-Out palm trees.
While customers eat hamburgers, munch on fries, and suck down a soda or milkshake, they are
surrounded by the images of California palm trees.
Teenagers and young adults identify with In-N-Outs California theme. In-N-Out utilizes
the palm tree to represent and communicate the stereotypical California life: tanning on the
beach, surfing waves, cruising down the freeway in a convertible, spotting celebrities, and living
a life of fun, freedom, and glamour. The restaurant communicates California messages that
consumers want to participate in. California residents and out-of-state individuals want to feel
the California vibe while eating the classic American meal. In-N-Out gladly obliges customers
by creating a restaurant environment that is considered cool by teenagers wanting to eat out with
friends and nostalgic by older adults. 50s style paintings and memorabilia within the restaurant
creates nostalgia. With a red and white color scheme trimmed with slightly leaning palm trees,
In-N-Out crafts a restaurant style and interior that consumers want to dine in. Additionally, the
burger place is packed tight during lunch and dinner, communicating that the restaurant is the
place to eat or just hang out. By hosting a packed house and communicating the cool California
style, In-N-Out appeals to teenagers and young adults looking to participate in a trend. During
my fieldwork, I counted numerous groups of friends dining, laughing, and spending time inside
In-N-Out. The teenagers seemed excited to be at In-N-Out. Customers purchase T-shirts, bumper

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stickers, and merchandise because In-N-Out represents more than fast-food, the company
represents a piece of California living, an identity California residents are proud of.
Other fast food restaurants, while earning millions of dollars are year, still do not resonate
with customers as strongly as In-N-Out. McDonalds, even with the introduction of McCafe and
commercials that feature stylish young people, still does not feel cool. Teens are not anticipating
dining inside a McDonalds. Every person I interviewed said that they preferred the drive-thru
instead of dining in when visiting McDonalds. The Taco Bell back home is golf themed with a
color scheme of grey, muted purple, and light turquois. As you can imagine, teenagers back
home did not clamber to bring their friends to Taco Bell for a Chalupa, with a side of commonretirement-activities theme. Most everyone either used the drive-thru or took their food to go.
Other fast food restaurants do not focus on living as a Californian, and they cant. McDonalds,
Taco Bell, and Burger King are not west-coast chains, as their reach extends around the world. In
strictly residing on the west coast, In-N-Out feels more personal for residents.
The palm tree could also serve as a religious reference. Palm branches are representative
of the Christianitys Palm Sunday, a day celebrating Jesus Christs valiant return to the city of
Jerusalem. On Palm Sunday it is not uncommon for churches to present worshipers with palm
branches (Zavada, n.d.). As In-N-Out is an openly Christian restaurant, the palm tree doubles as
California and religious symbol. Perhaps the restaurant employs the palm tree to market to both
cool teenagers and religious families.
Customers Perpetuate In-N-Outs Image
In-N-Out creates an appearance and communicates their image through symbols, style,
and values. However, In-N-Out does not disseminate their persona through vast amounts of

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advertising and direct marketing. Instead, In-N-Out relies on enthusiastic customers to perpetuate
a positive company image and to lead more patrons through the restaurants doors.
Only when interviewing individuals about In-N-Out or witnessing happenings outside the
restaurant, did I begin to understand the extent of In-N-Outs advertising army. While conducting
fieldwork inside In-N-Out, I only experienced customers excited to eat the restaurants food. I did
not overhear friends excessively discussing In-N-Out or attempting to persuade one another of
In-N-Outs greatness. Outside of the restaurant, a different situation is occurring. I heard the
following story from my marketing professor this semester. The situation allegedly occurred
during a 200-person marketing class: The professor just finished lecturing about In-N-Outs
advertising strategy, but decided to allow questions and comments. According to my marketing
professor, a student commented that the In-N-Out hamburger patty is comparable to a
McDonalds patty. An In-N-Out fan quickly snapped back with an argument. The dispute ended
only after the In-N-Out fan became so heated that he stood up and left the class. Though only a
two-minute dialogue between two students, the conversation served as an advertisement In-NOut could never purchase. The student not only promoted the superiority of In-N-Out compared
to a competitor, but also exuded extreme passion for the company. I have never witnessed
anyone become so heated about Burger King or McDonalds. Personally, I felt amazed by an
individuals efforts to interrupt a 200-person lecture to disagree with another student about a fastfood place. The students reaction promotes In-N-Outs image of quality and taste and also attests
to the personal connection West Coast residents feel toward the California born company.
One particular interview, conducted with a 21-year old student of San Diego State
University also demonstrated In-N-Out customers excitement about the company. Born and
raised in Virginia, the interviewee (Joe) moved to San Diego at the age of 18 to attend college.

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While growing up in Virginia, Joe heard about competition between In-N-Out and Five Guys.
Before attending SDSU, Joe visited California to tour colleges. Prior to visiting California, Joe
placed eating at In-N-Out at the top of his to-do list because of a popular reality television show
that depicted characters getting excited about eating In-N-Out. According to Joe, the television
characters freaked out about eating at In-N-Out because the food is just so delicious. Reality
television stars eager to eat at In-N-Out definitely appeals to individuals desiring the awesome,
California lifestyle. Once again, customers of In-N-Out advertise for the chain and encourage
tourists from other states to patronize the restaurant.
Even better, celebrities and public figures promote In-N-Out in a way that seems more
natural than other celebrity endorsements. Food network chefs Guy Fieri and Alton Brown have
raved about In-N-Out. Taylor Swift appeared on the cover of Dolly magazine sipping from and
In-N-Out cup and talking about her obsession during an interview. John mayor posts tweets
about going to In-N-Out. Adele allegedly skipped Coldplays Grammy party to go to In-N-Out.
The singer also dined at In-N-Out after winning her first Oscar (Inquisitr, 2013). Companies can
pay celebrities to appear in television and print ads, but companies cannot pay for positive word
of mouth. Fortunately, In-N-Out appears to have a bursting bank account of customers excited to
spread the word about In-N-Out food offerings. Celebrities endorsement of In-N-Out definitely
affirms to others the great taste, high quality, and cool image of In-N-Out.
Discussion
While In-N-Out is obviously a popular restaurant and understands how to effectively
communicate with customers, the chains messages are often vague. The burger joints catch
phrase is quality you can taste, but the restaurant does not explicitly disclose what the higher
quality actually is. The chains hamburgers are free of preservatives, fillers, and additives and are

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never frozen or prepackaged. In-N-Out owns and operates their own burger making facilities,
which gives the company total control over the patty making process. Lastly, In-N-Out uses
whole chucks from premium cattle selected especially for In-N-Out Burger (In-N-Out, 2014).
All of In-N-Outs well-worded puffery sounds like high quality, but just enough information is
missing to leave the writing unreliable. What does premium chuck mean? Grass fed? Freerange? GMO-feed free? Antibiotic free? Humanely slaughtered? Probably not. If In-N-Out does
not advertise it, then it probably isnt so. I could not locate an ingredient list for the fast-food
restaurant, just the lengthy description of the higher quality food.
Perhaps In-N-Outs higher quality is supposed to translate to healthier-than-other-fastfood-restaurants, but the restaurant is not much better than other options. A standard hamburger
at McDonalds is 250 calories with nine grams of fat and a standard cheeseburger is 300 calories
with twelve grams of fat (McDonalds, 2014). A standard hamburger at In-N-Out is 390 calories
with 19 grams of fat and a standard cheeseburger is 480 calories with 27 grams of fat (In-N-Out,
2014). The In-N-Out burger also has more saturated fat, cholesterol, sugar, and sodium. There
are factors other than nutrition label numbers that contribute to health, but McDonalds standard
offerings win over In-N-Out when solely looking at labels. Although, McDonalds other options
such as the Big Mac and the Double-Double far exceed In-N-Outs offering in bad calories and
health. Still, fast-food is fast-food no matter the quality or health claims. However, consumers
seem to trust that In-N-Out is somehow better for themselves and their children than other fastfood restaurants.
Customers believe they taste higher quality at In-N-Out, but the customers are not sure
what the higher quality is. During four interviews, customers lack of In-N-Out understanding
became clear. Kate claimed that In-N-Out produce is better, their lettuce seems fresh, their

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produce is definitely better than what you get at McDonalds (Kate, 4/9/14). Kate also stated
the meat is forgettable, the cheese is reasonable (Kate, 4/9/14). Kate appreciated the grilled
onions and toasted bun, and ultimately supported In-N-Outs notion of quality you can taste.
Another individual, Alex, agreed with Kate about the produce, but also added the meat, the
patty tastes more fresh. Tastes better than McDonalds dry and weird patty (Alex, 4/10/14).
Deirdre did not use specifics, but claimed In-N-Out just tastes better, so yeah, also more fresh.
(Deirdre, 4/15/14) Lastly, Jenna placed In-N-Out above McDonalds and Burger King, but below
Habit Burger. Not a single individual knew where In-N-Out sourced their meat or produced their
cheese. Additionally, none of the individuals have ever seen an ingredient list. Every individual
claimed to taste the quality, and obviously place the quality above McDonalds, but no one could
say what actually makes In-N-Out higher quality.
People love In-N-Out. The burgers taste better, the food is higher quality, and the
restaurant involves pleasant employees and a clean environment. However, In-N-Out is still just
a fast-food restaurant. Sure, In-N-Out is an anomaly in terms of advertising and marketing, but
the chains customer base is also an oddity. West Coast residents seem to adopt In-N-Out as a
piece of their identity, displayed through apparel, merchandise, and heated classroom
discussions. The fan base trusts that In-N-Out serves quality food, without actually knowing, and
also believes that the higher quality means healthier. Perhaps subtle and subliminal messages
hold more power than billboards, television advertisements, social media outlets, and other
advertising outlets. Or, In-N-Outs food is just that delicious. Marketing research would support
In-N-Out as a delicious restaurant over the effectiveness of subliminal advertising.

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References
Adele eats at In-N-Out burger after oscar success. (n.d.). In Inquisitr. Retrieved February 26,
2013, from http://www.inquisitr.com/546682/adele-eats-at-in-n-out-burger-after-oscarsuccess/
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