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In-N-Out Burger: Keeping quality high and prices low

NRN presents Consumer Picks, a data-driven report on customer preference and restaurant brand strength. Data for this report is provided by market research firm Datassential. Find out more about the data here and read more about the methodology here.

In-N-Out Burger plans to open its first Colorado restaurants in late 2020. And, while the brand is only available in six states, the Southern California-based institution won’t have trouble luring customers to its brand when it enters its seventh state. The iconic 71-year-old year old chain has built a cult following and its reputation precedes it as it enters new markets.

That fandom is evident in the results of the annual Consumer Picks survey, where In-N-Out  — once again — was a top finisher in multiple categories.


The Irvine, Calif.-based quick-service chain took the No. 2 for True Loyalty, beating out more than 200 other brands in the survey. It was the top scorer among all brands for value, with 74% of respondents saying it was above average in that area. It also scored third overall for food quality, with a 73% score.

It also tied for favorite limited-service burger, with Five Guys Burgers and Fries, with a full 87% of respondents citing it as “best in class.”

Denny Warnick, vice president of operations at In-N-Out, said the family-run company takes great pride in maintaining the high standards created by its founders, Harry and Esther Snyder, while still offering its simple menu of burgers, fries and shakes at relatively low prices. The price of an In-N-Out cheeseburger is $3.07 in Orange, Calif. In the same market, a single patty Little Cheeseburger at Five Guys cost $7.42.

“As a company, we can do our part by providing the highest quality ingredients and being committed to raising prices as seldom as possible, but we believe it is our associates’ extraordinary dedication to serving quality burgers and French fries with friendly, smiling service that makes the biggest difference to our customers,” Warnick said in a statement.

In-N-Out is building a new distribution center in Colorado Springs to maintain its high standards around its ingredients, particularly its beef. That facility will supply restaurants slated to open in late 2020. The first two restaurants will be in Colorado Springs and the greater Denver area, Warnick said.

Contact Nancy Luna at [email protected]

Follow her on Twitter @FastFoodMaven

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