by Kevin Coupe
Nothing like a powerful brand.
In-N-Out, the iconic burger chain, opened its first restaurants in Colorado on Friday … and the result was, at one point, a two-mile-long line and a 14 hour wait. (That's according to the Aurora, Colorado, police department.)
Until now, In-N-Out only operated in California, Nevada, Arizona, Utah, Texas, and Oregon.
I saw a picture of the line over the weekend, and until I read the caption, thought it was the line of people waiting for Covid-19 testing at Dodger Stadium.
I was wrong.
I love In-N-Out, but I'm pretty sure that I wouldn't wait 14 hours for a Double-Double, Animal-style.
But this certainly illustrates the Eye-Opening power of a promise … which, at the end of the day, is all a brand really is. It has to deliver on the promise, but at its core, a great brand is a great idea.