Building an authentic, influential brand is about more than the customer experience. The best brands work from the inside out to create a positive environment for their employees as well. Of course, employee experience directly impacts customer experience, especially in industries where customers and employees must frequently interact. There is perhaps no industry in which this holds more true than in food service.
In-N-Out Burger, the fast food company we recently hailed as a “branding genius,” is in the news again. This time, the attention is on their dedication to the employee experience. From “crazy good pay” to work-life balance, In-N-Out Burger has come to be seen as the leader in fast food employee experience. Let’s take a look inside the brand and explore how its employee’s experience contributes to its success.
In our recent examination of Cohn & Wolfe’s Most Authentic Brands in the U.S., one major brand category felt conspicuously absent: fast food. This may be a result of our food culture’s recent growing focus on organic, local ingredients and seasonal menus, which leaves major chains hurting when it comes to consumer perceptions of authenticity. Or, it could be that fast food branding is in a bit of a slump. In an industry dominated by long-standing titans of convenience like McDonald’s and Taco Bell, there’s not a lot of incentive for innovation.
However, there is one fast food chain that looms large despite its relatively small footprint. In-N-Out Burger, which only has locations in California and parts of the Southwest, has nonetheless achieved an almost mythic quality among fast food enthusiasts. In fact, Nation’s Restaurant News recently ranked In-N-Out the highest in customer loyalty of any fast food chain nationwide, with 62% of respondents “saying their last visit… was motivated by the brand and not convenience.”
How does In-N-Out so successfully stand out from the crowd?