The woman behind the burger: Here are the secrets behind this executive’s success in the fast food industry! [Monday: Marketing Marvels]
Miles Everson’s Business Builder Daily speaks to the heart of what great marketers, business leaders, and other professionals need to succeed in advertising, communications, managing their investments, career strategy, and more.
A Note from Miles Everson:
Hi, everyone!
Let’s talk about our “Marketing Marvel” for today. Each Monday, we feature outstanding individuals and highlight their experiences, contributions, and insights in their respective fields.
Ready to know more about today’s feature?
Keep reading the article below.
Miles Everson
CEO, MBO Partners
Chairman of the Advisory Board, The I Institute
Marketing Marvels
In-N-Out Burger has been serving delicious burgers and fries to its customers in California and the U.S. Southwest since it was founded in 1948.
If you don’t know yet, the fast food chain is family-owned and has never franchised its operations since its establishment.
Despite not having the same corporate and venture capital backing its rivals have, In-N-Out Burger continues to be one of the U.S.’ best burger brands according to marketing research firm Market Force.
One of the factors that contributed to this success?
The leadership of Lynsi Snyder, In-N-Out Burger’s current president!
Photo from Forbes
Snyder was born on May 5, 1982 in Glendora, California. Her father is H. Guy Snyder, the son of Harry and Esther Snyder, the founders of In-N-Out Burger.
Snyder (the brand’s current president) occupied various positions at the company when she was a teenager. These roles included serving at the front counter, processing orders in the drive-thru, and being a cashier. After finishing college, she worked closely with upper management in developing new strategies and initiatives for the fast food chain.
Snyder became the president of In-N-Out Burger in 2010. She is known for her hands-on management style and dedication to maintaining the quality of the fast food chain’s products, and for expanding In-N-Out Burger to other states like Texas, Oregon, and Nevada.
As of 2023, the fast food chain operates more than 300 stores across the U.S.
Photo from In-N-Out Burger
What are some of Snyder’s tactics that contribute to the success of In-N-Out Burger?
- Simple and consistent branding. Snyder retained the fast food chain’s classic logo and the red-and-white color scheme that has remained unchanged since its founding in 1948.
By retaining the classic brand design, In-N-Out Burger is easy to recognize and remember.
- Keeping menu offerings simple. In-N-Out Burger is known for serving only burgers, fries, and drinks.
Since 2010, Snyder has retained the simple menu not only to stay consistent with her company’s brand, but also to maintain quality.This helps her ensure that her company serves only high-quality products.
- Retaining customers by creative means. The fast food chain offers items that are not on the regular menu. By doing this, In-N-Out Burger effectively retains customers who want to try something new.
- Emphasizing the freshness and quality of products. Ever since she took over, Snyder has emphasized In-N-Out Burger’s commitment to using fresh, high-quality ingredients in its products.
This initiative is reflected in the fast food company’s marketing efforts. The restaurant chain prominently displays signs and labels that highlight the freshness and quality of its ingredients, and often emphasizes the fact that its burgers are made to order and not pre-cooked.
Thanks to these strategies, Snyder is able to keep In-N-Out Burger competitive in a tightly contested sector for more than a decade now.
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Aside from these strategies, what makes Snyder an effective leader is she doesn’t believe in cutting corners in leading a business. In an interview about In-N-Out Burger, she said:
“I felt a deep call to make sure that I preserve those things that [my family] would want. That we didn’t ever look to the left and the right to see what everyone else is doing, cut corners or change things drastically or compromise.”
Because of this mindset, Snyder ensures her decades-old company continues to be remembered, patronized, and loved by customers.
We hope you enjoyed today’s issue of “Marketing Marvels!
If you want to emulate Snyder’s success, prioritize creating offerings that effectively provide genuine value to your customers.
Have a great start to the week!
(This article is from The Business Builder Daily, a newsletter by The I Institute in collaboration with MBO Partners.)
About The Dynamic Marketing Communiqué’s
“Monday Marketing Marvels”
Too often, industry experts and the marketing press sing the praises of some brand or company’s marketing strategy.
… only for the audience to later find out that its product was a flop, or worse, that the brand or company went bankrupt.
The true ROI in marketing can’t be separated from the business as a whole.
What good is a marketing case study if one can’t prove that the company’s efforts actually paid off?
At the end of the day, either the entire business is successful or it isn’t. And the roles of marketing and communication are always paramount to that success.
Every Monday, we publish a case study that highlights the world’s greatest marketing strategies, marketers, and communicators.
However, the difference between our articles and the numerous ones out there is that we will always make certain that the firm really did generate and demonstrate earning power worthy of study in the first place (compliments of Valens Research’s finance group) in keeping with a person’s leadership skills in the area of marketing and/or communication.
We’ll also study the greatest marketing fails and analyze what they did wrong, or what they needed to improve. We all make our mistakes, but better we learn from others’ mistakes—and earlier, rather than later.
Hope you found this week’s marketing marvel interesting and helpful.
Stay tuned for next week’s Monday Marketing Marvels!
Cheers,
Kyle Yu
Head of Marketing
Valens Dynamic Marketing Capabilities
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