In-N-Out: no mobile orders or app-based pickup services

In a recent talk, Lynsi Snyder-Ellingson, CEO of In-N-Out, explained why the popular fast-food chain will not be offering mobile orders or app-based pickup services. The decision is rooted in the belief that traditional customer service and food freshness cannot be guaranteed when using this modern technology.

Why no mobile orders?

Snyder-Ellingson spoke at an event at Pepperdine University, where she explained that personal contact and interaction with customers are an essential part of the In-N-Out experience. "We definitely considered it, and the answer is no," Snyder-Ellingson said about the possibility of mobile orders. "The main reason is that what makes In-N-Out so special is the interaction and the customer service we can provide, the smiling welcome, the greeting. Just that warmth and sense of culture. Mobile orders would definitely take away a piece of that, and there’s also the freshness aspect."

Trade-offs around freshness and service

Maintaining freshness is a core principle for In-N-Out, something the chain does not want to put at risk. Snyder-Ellingson emphasized that the brand philosophy is to prioritize quality over speed. This has influenced how the company has grown; In-N-Out has always chosen not to simply follow competitors’ trends. As a result, the chain has taken a more deliberate and controlled expansion strategy.

History of In-N-Out

In-N-Out was founded in California in 1948 and has since slowly expanded to only a few other states. Despite its huge popularity, the chain has adopted an extremely conservative approach to expansion. This has helped preserve the quality and customer experience the chain stands for. One example of the company’s unique approach is the decision to remove "order 67" after it gained viral attention on social media.

Conclusion

Despite the growing digitalization of the fast-food industry, In-N-Out remains true to its values of customer interaction and product freshness. The policy of not offering mobile orders underscores the importance the chain places on direct customer service. With these decisions, In-N-Out continues to stand out as a unique player in the fast-food sector.