In-N-Out Burger is one of the few companies that do not need to have in your face, and elaborate promotions like many of its competitors. They have such a dedicated customer base that anything they do usually get spread word of mouth. They do not offer coupons because they try to offer a good value everyday, which is one of the key things their company is based on. If they offer good value everyday then what is the need for a coupon? And if they have a loyal customer base that raves about them, hen they don't need to do anything as a company to try and attract new customers.
With that being said from time to time In-N-Out burger will have popup shops. Previously they have had them in the Philippines, Hon Kong, and Taranto to name a few. They announce the location of the shops on social media with little warning and manage to sell out of burgers fewer than 3 hours and sometime faster. Another promotion they did was back in the mid 1980's. This had to do with bumper stickers. Since In-N-Out had already had a devoted following and people already had the stickers, Rick Snyder the CEO decided to do a several month long period contest which would consist of giving away bumper stickers. People were then instructed to write down the license plate number of the car housing the sticker and then that person would be put into a drawing. The prizes included microwave ovens, which I kind of ironic for a company who doesn't have microwaves, video cameras and even trips to Hawaii. This turned out to be one of their most successful marketing strategies.
That Anthony Bourdain video is really instructive. You guys have spend the semester trying (really hard) to figure out how IN and Out has created the tremendous brand equity they have. Sure, in these posts you say they don't need to do promotions. You're right, they don't because they have such a strong brand. McD and others have to give economic promotions all the time.
ReplyDeleteBut was is still unresolved is HOW/WHY in and out is such a good brand. Is it the product? Is it the experience? Is it the distribution model? The menu? You've triangulated of this throughout the semester, but it doesn't seem quite there yet.
By now, you know far more about In and Out than I or anyone else in Montana. My best guess at this point is that that answer lies in some combination of all the possibilities you've identified. Now, the key thing to consider is how all these factors you've identified align to communicate a consistent brand message/promise. There may have been some luck at some point for In and Out to get the cult following they have, but they have also been very consistent in their decision making. You guys seem VERY close to putting this all together. Nice work and keep it up!