{"id":8666,"date":"2019-06-03T06:02:19","date_gmt":"2019-06-03T13:02:19","guid":{"rendered":"http:\/\/evergreensmallbusiness.com\/?p=8666"},"modified":"2019-05-29T11:05:51","modified_gmt":"2019-05-29T18:05:51","slug":"in-n-out-burger-both-a-masterpiece-burger-and-business","status":"publish","type":"post","link":"https:\/\/evergreensmallbusiness.com\/in-n-out-burger-both-a-masterpiece-burger-and-business\/","title":{"rendered":"In-N-Out Burger: Masterpiece Burger, Masterpiece Business"},"content":{"rendered":"

\"\"<\/a>I really, really like In-N-Out Burger.<\/p>\n

In fact, my opinion? In-N-Out delivers the very best fast food burger available.<\/p>\n

This blog post isn\u2019t a restaurant review however. Or least not really.<\/p>\n

And here’s why…\u00a0 In-N-Out doesn\u2019t just produce a masterpiece burger. I think they\u2019ve built a masterpiece business that small businesses may want to copy.<\/p>\n

Specifically, I spot half a dozen things they\u2019ve done which are just super-clever. And which you and I want to consider adopting as tactics. See if you agree\u2026<\/p>\n

Clever Thing #1: A Great Product as the Firm Foundation<\/h2>\n

The first and fundamental thing In-N-Out showcases? The way a great product becomes just a superb blocking block for a small business.<\/p>\n

Just so you understand (because lots of people don\u2019t live in a part of the country where In-N-Out operates), here\u2019s how good In-N-Out\u2019s burger is. The burger is their only<\/em> entree. Their burger, in other words, is enough<\/em> to attract customers.<\/p>\n

A quick clarification. You can get a side order of French fries. You can order a soft drink. The chain also serves up delicious chocolate, strawberry and vanilla milkshakes.<\/p>\n

But the only entree<\/em> option? A burger with a beef patty on a toasted bun with a slice of cheese, lettuce, tomato and then a thousand-island-y sauce.<\/p>\n

For McDonald\u2019s to resemble In-N-Out, they\u2019d need to cut their entree offerings to a single item. Like their filet-o-fish sandwich.<\/p>\n

For a CPA firm to resemble In-N-Out, they\u2019d need to prepare only a single tax return. Like only S corporation tax returns.<\/p>\n

In any case, this masterpiece product ripples through their business in all sorts of healthy ways.<\/p>\n

Clever Thing #2: Extreme Product Discipline<\/h2>\n

For example, one of the first ways a single \u201cgreat product\u201d helps? Having a single great product helps In-N-Out show extreme discipline about their menu of offerings.<\/p>\n

They offer you a burger.<\/p>\n

Options for other entries (tacos, wraps and salads) simply don\u2019t exist.<\/p>\n

Further, while you\u2019d totally understand a firm letting its sandwich options expand (chicken, fish, vegetarian), In-N-Out hasn\u2019t done that.<\/p>\n

They built a better mousetrap. And then they focused on building a business based just on that better mousetrap.<\/p>\n

By the way? In-N-Out operates more than 300 locations. People estimate they generate roughly a billion dollars of revenue.<\/p>\n

Clever Things #3 and #4: Easier Inventory Management and Easier Employee Training<\/h2>\n

The single excellent product and associated menu discipline deliver other follow-on benefits, too.<\/p>\n

For example, think about how much more easily and more successfully In-N-Out manages its inventory.<\/p>\n

The firm basically needs five ingredients to make its burgers: beef patty, bun, cheese slice, lettuce, tomato and the \u201csauce.\u201d<\/p>\n

And then consider, too, an operation that only needs to train someone how to make a short, short list of items: a burger, fries, and milkshake.<\/p>\n

I don’t want to brag. But I am pretty<\/em> sure I could learn to make fries<\/a> in an afternoon. Or at least the standard fries.<\/p>\n

Note:<\/strong> Alas, I would not be able to test this hypothesis. In-N-Out has a very formal employee development approach<\/a>.<\/p>\n

Clever Thing #5: Customer Options Creativity<\/h2>\n

Of course, customers and clients want options. They sometimes like things a bit different.<\/p>\n

But it\u2019s not like you don\u2019t have options at In-N-Out\u2026 of course you do.<\/p>\n

Don’t like cheese? Remove the slice of cheddar.<\/p>\n

Need a little larger meal? No problem. You can double, triple or quadruple the number of beef patties or cheese slices.<\/p>\n

Want something a little lighter? They will create a grilled cheese sandwich for you by removing the beef patty from a cheeseburger.<\/p>\n

Finally, do you need to dial down the carbs? Skip the bun and wrap the sandwich with lettuce.<\/p>\n

I haven\u2019t done the math, but it\u2019s almost as if In-N-Out will sell you any permutation of its five burger ingredients.<\/p>\n

That\u2019s clever, man\u2026<\/p>\n

You ask \u201cwhere\u2019s the beef?\u201d In-N-Out answers, \u201cit\u2019s not a burger, it\u2019s a grilled cheese sandwich.\u201d<\/p>\n

Clever Thing #6: Courage to Cede Some Niches<\/h2>\n

Yet another clever decision. By limiting its menu choices, In-N-Out cedes many food niches to other fast food operators.<\/p>\n

If anybody in your party wants something other than a straight burger or cheese burger, you don\u2019t go to In-N-Out.<\/p>\n

Chicken nuggets, hot dogs, tacos, salads, a vegetarian option, breakfast food? \u2026 All options some people want. But none appear on the In-N-Out menu.<\/p>\n

They surely lose some business as a result of not offering a longer list of menu options.<\/p>\n

But they surely also gain customers by serving up a better burger. A better burger they’re able to deliver because burgers are their art form.<\/p>\n

Segmenting the market should work for many small businesses. Especially in those early months and years of operation.<\/p>\n

Summing Up<\/h2>\n

Next time you\u2019re someplace where In-N-Out operates? Drop by and grab a burger. Maybe a side of fries. And a beverage too.<\/p>\n

But as you\u2019re waiting for your meal, take an extra minute to ponder what a business based on essentially a single great product can look like.<\/p>\n

Reflect maybe on what extreme discipline does to the menu of products or services you and I offer.<\/p>\n

Consider how that discipline ripples in a good way through other areas of the business: inventory management, employee training, fixture and equipment requirements and so on.<\/p>\n

Finally, mull over the courage required to cede chunks of the larger market so a firm can better<\/del> best serve its core customers.<\/p>\n

And here I need to end. It\u2019s lunch time. And I am way, way too hungry to write one more word.<\/p>\n","protected":false},"excerpt":{"rendered":"

I really, really like In-N-Out Burger. In fact, my opinion? In-N-Out delivers the very best fast food burger available. This blog post isn\u2019t a restaurant review however. Or least not really. And here’s why…\u00a0 In-N-Out doesn\u2019t just produce a masterpiece burger. I think they\u2019ve built a masterpiece business that small businesses may want to copy. […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[12,5,16],"tags":[],"class_list":{"0":"post-8666","1":"post","2":"type-post","3":"status-publish","4":"format-standard","6":"category-management","7":"category-new-business","8":"category-strategy","9":"entry","10":"has-post-thumbnail"},"yoast_head":"\nIn-N-Out Burger: Masterpiece Burger, Masterpiece Business - Evergreen Small Business<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/evergreensmallbusiness.com\/in-n-out-burger-both-a-masterpiece-burger-and-business\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"In-N-Out Burger: Masterpiece Burger, Masterpiece Business\" \/>\n<meta property=\"og:description\" content=\"I really, really like In-N-Out Burger. 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