| HBS Case Collection
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;
Brands and Branding;
Food and Beverage Industry;
Moon, Youngme E., Lucy Cummings, Sonali Sampat, Sam Thakarar, and Kerry Herman. "In-N-Out Burger". Harvard Business School Case 503-096, June 2003.