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In-N-Out

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by

Shoumyo Dewan

on 25 January 2013

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Transcript of In-N-Out

Observations as a Potential Consumer Quality AND Affordable!
Stresses the use of the freshest ingredients
~$5-7 for a complete meal

Simple but Customizable Menu
Consumers know what they will order before stepping into line
Puts the consumers in control

Friendly and Clean Service
Employees are hard-working and genuine
White, clean interior with bright lighting
Clean kitchen viewable to customers and maintained bathrooms Brand Background Founded in 1948 by Harry and Esther Snyder
First In-N-Out burger in Baldwin Park, California

Private, family-owned business
Opposed to franchising

281 Locations
California, Arizona, Nevada, Utah, and Texas. Brand Strengths Consistency
Colors - Red, White, and Yellow
Menu - Hamburgers, Fries, and Shakes
Values

Exclusivity - West Coast Represent!
Secret Menu

Worldwide Appeal
Represents the American Dream
Rags to Riches Appeal
Christian Messages
California Life
Cult-like following Brand Weaknesses Limited Audience
No chicken, fish or vegetarian options.
No kids meal
Not ideal for business men on lunch break
Wait time can be >30 minutes

Lacks Originality
Same color scheme as McDonalds and Carls Jr.

Logo Cannot Stand Alone
Needs "In-N-Out" to be distinctive Competitor#1: Carl's Jr History
Company Background
1940's

In-N-Out vs. Carl's Jr
Similar Colors / Logo
Drive-Thru Comparison
Menu
Advertising
Social Media
Commercials
Specific Audience
Parissa Amerinouri, Shoumyo Dewan, Zeyry Gutierrez, Jordon Hodges, Keisuke Kida, Mirage Mehta, Celena Ng, Paramjyot (PJ) Pasricha, Shaina Shieh, and Linda Wang DISTRIBUTION AUDIT Competitor #2: Five Guys Observations as Brand Managers Improvements Conclusion Presentation By: Company Background

In-N-Out vs. Five Guys
Quality philosophy
Similar interior color schemes
Social media
Nutritional value

In-N-Out Advantages
Cleanliness of locations
Drive-Thru
Presentation of food items

In-N-Out Disadvantages
Smaller menu
Slower expansion Brand Equity:
Fresh (never frozen) quality and quick on the go dining
"Quality you can taste since 1948."

In-N-Out Image:
True to Their Values
Bible Verses
In-N-Out University
Community Friendly
Child Abuse Foundation
Cookout Trailers
Innovative
Revolutionizing the drive-thru service
iPad technology at the drive-thru Consistency
Decrease waiting times
Improve cleanliness

Possible Expansion
East Coast?
International?
Green Initiative

Capitalize on Strong Following
Bumper stickers
Social media
"Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment." Snyder's Business Philosophy:
Full transcript