In-N-Out Burger Essay

In-N-Out Burger is a fast food restaurant found throughout the United States, however these restaurants are heavily concentrated on the West Coast as the advertisements and marketing techniques used serve to primarily attract those consumers. With this concentration of restaurants being primarily on the West Coast, many wonder as to why, in the nearly seventy year existence of the restaurant, In-N-Out has not set forth many efforts to conquer the Eastern region of the United States. In analyzing the consumer appeal of In-N-Out it is evident that contemporary American culture is generally defined by geographical locations. In-N-Out Burger attempts to portray this American West Coast lifestyle that involves much relaxation, risk, and simplicity,

Many people find this simplicity to be a great characteristic as this does not create any margin for confusion. The value of a simple yet functional system is universal, rarely do you hear an individual say “I wish this was more complicated.” In-N-Out Burger often sticks to a very simple approach when advertising the products, the advertisements rarely incorporate humor or emotions in general when attempting to sell the products. As opposed to many companies, In-N-Out Burger does not appeal to what the masses are feeling for the moment, but rather this everlasting feeling of the American West Coast. This value of simplicity is also present in the uniforms of the employees of In-N-Out Burger as the uniform has remained virtually identical since the establishment of the restaurant. In having the employees remain in a virtually identical over an almost seventy year reign, creates this sense of familiarity among people of all ages as this may trigger people to reminisce as well as appreciate this “traditional” apparel. The value of simplicity is also evident in the design and decoration of the physical structure of a typical In-N-Out Burger restaurant, the design has remained stagnant even with the massive expansion of these restaurants. This similarity in structure creates a welcoming feeling as this environment and location is seemingly familiar. In-N-Out is not only simple in its approach concerning