January 30, 2006
If you've been to Southern California, and ordered from their secret menu, you know what's at stake.
A close observer of the food service industry says that In-N-Out's
"…secret is that they haven't tried to be all things to all people. They haven't tried to say they have items that are healthy and nutritious. They don't have a kids' menu. But they do have good burgers."
Can good burgers survive this quest for bigness? Look at the past 100 years of the U.S. beer industry for some clues. Or stop by your local McDonalds.