In-N-Out East Coast Strategy

Since 1948, there hasn’t been a single In-n-Out Burger east of the Mississippi; but, that’s about to change. In 2023, the burger joint announced its new Eastern HQ in Nashville, TN, and said it will open stores on the East Coast by 2026. The beloved animal fries creator is taking a strategic risk that it can maintain its secret sauce (aka Unique Selling Proposition) while expanding beyond its Western reputation. Turns out, In-n-Out Burger can teach us about USPs, why a company decides to branch out beyond its comfort zone, and what makes those animal fries so delicious.