In-N-Out Burger is a beloved institution on the West Coast because of its high-quality ingredients; its fresh, made-to-order taste, and the popularity of its not-so-secret menu which gives loyal patrons a sense of being part of an 'in' crowd when they order from the restaurant. This paper will argue that In-N-Out Burger is an ideal addition to the Atlanta burger culture: the chain can capitalize upon the frequent calls to bring In-N-Out to the East Coast, as well as outflank all of its likely competitors. "In-N-Out, founded on the West Coast in 1948, is that rarest of chain restaurants: one with a cult following. Exalted both by hamburger fans and those who normally shun fast food, it has built its reputation on the rock of two beliefs: fast food should be made from scratch, and the whims of the customer should be entertained" (McNichol 1).

In-And-Out

The fast food industry...
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