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Case
| HBS Case Collection
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2003
In-N-Out Burger
by
Youngme E. Moon, Lucy Cummings, Sonali Sampat, Sam Thakarar and Kerry Herman
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Abstract
In-N-Out Burger is a fast-food chain with 171 company-owned locations in three states--California, Nevada, and Arizona. It has an extremely hardcore customer base and the company appears to be in good financial health. The primary issue in this case concerns expansion: how quickly should the company expand and should that growth occur regionally or nationally? A secondary issue involves the question of brand stewardship, namely, who is in the best position to steward the brand as it continues to grow over the next decade?
Keywords: Customer Relationship Management;
Profit;
Leadership Development;
Brands and Branding;
Product Marketing;
Distribution;
Expansion;
Food and Beverage Industry;
Arizona;
California;
Nevada;
Citation:
Moon, Youngme E., Lucy Cummings, Sonali Sampat, Sam Thakarar, and Kerry Herman. "In-N-Out Burger." Harvard Business School Case 503-096, June 2003.