When our email stops working, we’re quick to call our friends in IT. But we don’t call them to acknowledge their efforts 99.9% of the time when things are working. My point—we humans tend to do a better job of raising the warning flag than celebrating the myriad of wins around us every day.
And from this thinking, The -X Spotlight was born.
This series was created to celebrate leaders in experience. Not necessarily the usual suspects (I’m looking at you, Apple and Starbucks), but rather some of the unsung heroes who have created exceptional experiences yet may not get the full recognition they deserve.
In our inaugural edition, we celebrate In-N-Out Burger.
Why In-N-Out?
Next to apple pie, little is more quintessentially American than a juicy hamburger. If you’ve not had the pleasure of experiencing In-N-Out, I’m sorry. I really am. You’re missing out on something special. But that would be understandable given the business’s footprint, operating just over 400 stores primarily in the Western U.S.
But since I can’t send a burger or the waft of freshly cut fries through the Internet, let’s take a moment to look at why I believe In-N-Out deserves praise for its product and brand experience:
Anticipation and Brand Connection
Given its cult following, you’ve likely heard about In-N-Out even if you’ve never had the chance to visit. In 2022, the chain averaged nearly 700,000 visits per store—dwarfing the industry average of 121,000 and proving that its reputation is not just hype.
Part of the allure is the simplicity. In-N-Out doesn’t try to dazzle you with an overwhelming menu or constant reinventions. Instead, it’s about doing a few things exceptionally well. Burgers, fries, and shakes are their bread and butter—figuratively and literally. And then there’s the “secret menu,” which isn’t so secret anymore but still adds an element of insider coolness. If you’ve ever ordered your burger “Animal Style,” you know exactly what I mean.
Arrival and Atmosphere
From the moment you pull into the parking lot, there’s an unmistakable energy around an In-N-Out location. The iconic red-and-white decor, often flanked by palm trees, feels like a slice of sunny Americana. But let’s talk about the line. There’s usually a line—and not just a small one. Drive-thru lines snake around the building, often spilling into the street. It’s the kind of line that makes you pause and think, Do I really want to wait?
And yet, we almost always do. Why? For two reasons: First, the line is predictable. It may be long, but it moves at a steady, reliable pace. You know exactly what to expect, and that reliability is oddly reassuring. Second, the prize at the end of the line is worth it. A perfectly crafted burger, crisp fries, and a thick, creamy shake—it’s the kind of reward that makes the wait feel like part of the ritual.
The experience doesn’t stop there. The staff add an extra layer of charm. They’re a delightful bunch—always polite, efficient, and genuinely warm. It’s not just about service; it’s about making you feel valued, even when you’re just one of hundreds passing through that day. This employee delight seems authentic, with In-N-Out earning a 4.5-star satisfaction rating on Indeed and regularly receiving recognition for being a great place to work.
Ordering Process
Whether you’re walking in or ordering from your car, the process feels effortless. The menu is simple—no head-scratching decisions here. Yet, there’s enough flexibility for customization to make it feel personal. Want your burger Vegetarian Style (all the fixings of a classic burger, sans the meat)? Done. Perhaps you prefer well-done fries? They’re happy to oblige.
Unlike many fast-food chains that rush through transactions, In-N-Out ensures every moment feels intentional and personalized. Employees engage warmly, often remembering returning customers and their quirks.
Preparation and Quality Assurance
What sets In-N-Out apart from competitors is their obsessive commitment to freshness. Their beef is never frozen, lettuce is hand-leafed, and fries are cut fresh from whole potatoes right in front of you. In fact, In-N-Out locations don’t even have freezers or microwaves—ensuring that every ingredient is as fresh as possible. The open kitchen design lets you see the magic happen—there’s transparency in every sense.
You can taste the difference. The burgers are perfectly assembled, the fries crispy (and customizable to your liking), and the shakes? They’re thick, rich, and unapologetically indulgent.
Dining or Pick-Up Experience
If you’re dining in, the cleanliness of every In-N-Out location stands out. Tables are wiped down frequently, the floors are spotless, and the atmosphere feels inviting. If you’re picking up through the drive-thru, the efficiency and accuracy are remarkable, even during peak times. It’s no surprise that In-N-Out often dominates QSC (Quality, Service, and Cleanliness) scores, consistently ranking among the top in fast-food customer satisfaction surveys.
Everything always arrives in pristine condition—no squashed buns or missing condiments here. It’s a small but meaningful way they show they value your time and your business.
Taste and Satisfaction
Here’s the thing about In-N-Out: It delivers every single time. The taste is consistent, whether you’re in California or Colorado, which is a rarity in the fast-food world. The portions are satisfying, the ingredients feel fresh, and the food tastes like it was made with care.
It’s the kind of meal that leaves you satisfied but not sluggish, and that’s no small feat for a fast-food chain.
Post-Meal Reflection
After an In-N-Out meal, two things tend to happen. First, you marvel at how affordable it is for the quality you just received. Second, you start craving it all over again.
That’s part of their magic—they’ve mastered the balance of nostalgia, quality, and accessibility. It’s no wonder In-N-Out inspires countless social media posts, with fans sharing perfectly arranged burgers and fries as a badge of honor.
Key Takeaways
In-N-Out Burger’s experience is a masterclass in simplicity, consistency, and customer-first thinking. Here’s what sets them apart:
- Cultivating Anticipation: With a cult-like following and simple yet iconic offerings, In-N-Out creates excitement that keeps customers coming back.
- Consistency in Quality: No freezers, no microwaves, and an obsession with freshness ensure every bite lives up to the hype.
- Making the Wait Worthwhile: Long lines are turned into a predictable and worthwhile ritual, with the “prize” at the end delivering every time.
- People-First Culture: Cheerful employees, a spotless environment, and genuine hospitality make every customer feel valued.
- Balancing Tradition and Innovation: From “Animal Style” to their refusal to compromise on food delivery, In-N-Out stays true to its roots while delivering a unique, elevated experience.
These takeaways aren’t just about burgers; they’re a blueprint for how any brand can create memorable, loyalty-driving experiences by focusing on what matters most to their customers.
Why In-N-Out Deserves the Spotlight
In-N-Out isn’t just about burgers; it’s about creating an experience that people want to return to again and again. From the cult-like following to their obsessive focus on quality, they’ve managed to build something that feels bigger than a meal—it feels like a tradition.
Their dedication to controlling the end-to-end experience is evident in their decision to resist food delivery services. Unlike many fast-food chains, In-N-Out has refused to partner with platforms like DoorDash and Uber Eats, citing concerns over freshness, quality, and consistency. They understand that the magic of their brand lies not only in the product but also in the way it’s delivered—directly and precisely, from their hands to yours.
In-N-Out is one of those rare brands that understands the experience is as important as the product itself. So here’s to In-N-Out: a brand that may not get the same attention as some of the flashier names in customer experience but is every bit as deserving. They’ve proven that sometimes, simplicity done exceptionally well can be the most powerful experience of all.
If you enjoyed this spotlight and want more stories celebrating brands that get experience right, please follow Cortico-X on LinkedIn. Let’s keep celebrating what makes the everyday extraordinary. And if you’d like to explore how we can help your brand elevate its experience to fuel growth and build loyalty, drop us a line—we’d love to connect.
Len Devanna
is the Vice President of Customer Experience at Cortico-X, offering over 25 years of expertise in digital strategy, customer experience, and transformative leadership across industries.
