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In-N-Out有secret menu??!!!
"Double Double Animal Style" = two burger patties with extra spread and fried mustard

Want fries with that?

"For years, chain restaurants, like Taco Bell, McDonald's, and Burger King, wanted to open at San Francisco's Fisherman's Wharf. But the city and the merchants poo poo'd them all, because they didn't want to share space with regular fast-food chains. In-N-Out was the only one they would allow."

所以「不按排理出牌」的經營模式是有他成功的因子所在:
~ "not a regular fast-food chain" - 不開放加盟 不IPO 就是要待在西岸 害我花很多錢才吃過一次
~ "breaking all the rules" - 不使用冷凍肉品(Wendy's也是這麼說..) 給薪優渥 與媒體保持距離...
~ "lets its customers do its heavy lifting" - 照同學大推的程度來看 口碑行銷(word of mouth)挺成功的
~ "secret" menu - 增加顧客忠誠度 "ritualize"顧客的消費行為 making you feel special!
~ "stick to its guns" - 「一本初衷」「堅持傳統」也是賣點 故事行銷、出書寫case又可以賺一筆

但最基本的  當然還是要講究quality  這一定是成功經營的不二法則囉~

BUT, In-N-Out薯條很無味耶...  

我愛.. Rally's的薯條!

美國速食店品牌真是多..