In-N-Out Burger moves into Dallas, Texas
Iconic burger concept In-N-Out Burger announced plans to expand from its home state in California to the Lone Star State, according to The Huffington Post
In-N-Out Burger currently operates establishments in California, Nevada and Arizona, and is now bringing its burgers to Dallas, Texas.
Founded in Baldwin Park, Calif. in 1948, In-N-Out attracted attention as the first drive-thru hamburger stand in the state, garnering a devoted following that is still true to the brand today.
Fans have long applauded the drive-thru company’s convenience, attentive customer service and high-quality menu items.
“We continue to work on a number of site opportunities in the DFW market,” Vice President of Planning and Development Carl Van Fleet said in a statement. “We’re enthusiastic about the Garland location but there is still work to be done, as there is on all of our projects in the area.”
In-N-Out Burger is a fast food restaurant chain, predominantly found in the western region of the United States. In-N-Out Burger offers traditional hamburgers, cheeseburgers, fries and shakes.
Van Fleet spoke further with WinmoEdge about In-N-Out Burger
’s expansion plans.
“The first In-N-Out Burger opened in 1948,” he said. “We are not a fast-growing company and we currently operate restaurants in California, Nevada, Arizona and Utah.”
Our source said that the addition of an In-N-Out Burger in Texas will be an exciting step for the company, but for now, it’s solely focusing its efforts on the DFW area.
“That will bring us to five states and the addition of Texas should meet our growth needs for quite a while,” Van Fleet said. “Please note that we are still in the early stages in Texas and we’ve got a lot of work to do prior to opening for business there.”
In-N-Out’s advertising strategy centers primarily on radio and outdoor campaigns. He said that the company implements a little bit of television advertising, but mostly on sports channels with very short commercial spots.
“Over the years, word-of-mouth has been our biggest marketing asset,” our source said. “We won’t do a lot of marketing when we first get to Texas. We will focus on operating our restaurants well and building customer loyalty by delivering a great experience.”
Van Fleet confirmed that Newport Beach, Calif.-based O’Leary & Partners is In-N-Out’s agency of record, and has partnered with them for quite some time.
“We do use other external resources from time to time, but those projects are generally coordinated through a combination of our in-house team and the O’Leary team,” he said.
According to The Nielsen Company, In-N-Out Burger spent about $3.4 million on measured media in 2009. About $1.7 million was spent on outdoor media, about $900,000 was spent on spot radio ads and about $700,000 was spent on spot television.
In-N-Out Burger Inc.
4199 Campus Drive
Irvine, CA 92612
Carl Van Fleet
Vice President, Planning & Development