In-N-Out is known for hewing to convention.
So don’t expect the popular burger chain to embrace mobile ordering anytime soon.
That was a message Lynsi Snyder-Ellingson, owner of the family-run chain, delivered in a speech posted this week on YouTube.
Snyder-Ellingson expressed concern that such automation would taint the company’s efforts to sustain its in-person customer service and fresh food.
“What makes In-N-Out and the experience so special is the interaction and the customer service that we’re able to give, the smile, the greeting. Just that warmth and feeling, the culture,” Snyder-Ellingson said. “The mobile ordering will definitely take a piece of that away.”
The owner spoke and took audience questions during an event at Pepperdine University.
Snyder-Ellingson intends to keep operations as close to how it was when her grandparents, the founders, were at the helm, she said.
Snyder-Ellingson, who took charge of the family-run chain in 2010, spoke about her 2023 book, “The Ins-N-Outs of In-N-Out Burger,” and opened up during the talk about her journey reconnecting with God, the struggles she faced with drinking, as well as her divorce.
The beloved burger chain, whose long lines often wrap around the block, has stood out against fast food competitors in its resistance to automated ordering.
The company was born in 1948, when Harry and Esther Snyder opened a small food stand in Baldwin Park. For decades, the burgers could only be found in Southern California, until the chain eventually expanded, mostly to nearby states.
The original location gave birth to drive-thru ordering, and revolutionized fast food culture in the state.
To this day, all orders are custom-made and nothing is frozen, a practice that stays true to the founding couple’s promise of “Quality, Cleanliness and Service.” The menu is simple, and has remained mostly the same.
“My passion in leading is making sure that I’m preserving the legacy of my grandparents and my family,” Snyder-Ellingson said. “I want to make them proud. I want to champion everything that they would want, especially in today’s world.”
The company’s future in Southern California has been shaky since Snyder-Ellingson announced she was moving to Tennessee, where the company plans to open a second headquarters. The company has scaled back in the Golden State, consolidating its corporate operations to Baldwin Park.
“There’s a lot of great things about California, but raising a family is not easy here. Doing business is not easy here,” Snyder said on a podcast in July. Her comments come amid a broader corporate exodus from California, with businesses like Tesla and Chevron jumping ship.
Today, there are locations in 10 states across the country, mostly in the West Coast and as far east as Tennessee. The company recently announced five new locations set to open soon outside California.
