In-N-Out Burgers is one of the most beloved brands in the world. In-N-Out Burgers understands the role amazing people can play in creating a consumer experience that supports the brand. While a west coast brand that is (very) slowly moving east, the brand has the most crazed brand fans. You can get in a serious argument if you try to say another burger place is equal or better. What’s hidden beneath the surface, is a strong base of loyal, hard-working and well-rewarded employees.
Glass Door Survey
According to the annual Glass Door survey, In-N-Out is the 4th best place to work in America. If you narrow that down to LA, In-N-Out is the #1 place to work. It’s not just a one year fluke, In-N-Out has been a top 10 place to work since they started the survey in 2009. And it receives the same rave reviews on Indeed.com
Look at the other four companies on the list: the two biggest social media companies in the world, and two high-end consulting firms.
The secret recipe behind In-N-Out
In-N-Out pay their managers up to $160,000 a year, which is 3 to 4x higher than the industry average. And in California, that salary beats what a tech worker in Silicon Valley ($114K) or an architect ($112k) is making.
As for entry level workers, In-N-Out pay $2 above the minimum wage. In-N-Outoffers benefits including 401(k) plans, paid vacation, and dental and vision coverage for part- and full-time employees — which is an amazing package in the fast-food industry. And on top of that, they only promote from within. Employees say you get 2-3 promotions in the first year, with a wage hike each time. And every shift, you get a free In-N-Out hamburger.
Many of the online reviews talk about the fun atmosphere, the and the family feel of the managers, who are sympathetic to the needs of their staff. Salary alone will not get you a 4.6/5 on an anonymous review site.
Now it is hard-working, intense job, especially with the crowds of brand fans each location attracts. I love the drive-thru experience where the smiling employee comes right up to your car and takes your order. That very second, it says this brand is about creating an amazing experience, even if you are just here for a few minutes.
Marketing your brand to employees inside your own company
The best brands consistently deliver. When you build your brand idea, I recommend you use a cross-functional team, including salespeople, R&D, human resources, finance, and operations. Their participation is one way to gain their buy-in. But that’s not where it stops.
Use your internal brand communications tools to drive a shared definition of the brand idea, as well as getting everyone to articulate how their role delivers that brand idea. Give the external and internal brand story equal importance to the consumer experience you create for your brand.
Everyone who works on the brand should use the brand idea as inspiration, and to guide decisions and activities across every function of your organization. It is the people within the brand organization who will deliver the brand idea to the consumer. Everyone needs a common understanding of and talking points for the brand.
When you work on a brand that leads to the customer experience, your operations people will be responsible for the face-to-face delivery of your brand to the consumer. Develop a list of service values, behaviors, and processes to deliver the brand idea throughout your organization.
To learn more about this type of thinking, you should explore my new book, Beloved Brands.
With Beloved Brands, you will learn everything you need to know so you can build a brand that your consumers will love.
You will learn how to think strategically, define your brand with a positioning statement and a brand idea, write a brand plan everyone can follow, inspire smart and creative marketing execution and analyze the performance of your brand through a deep-dive business review.
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Beloved Brands: Who are we?
At Beloved Brands, our purpose is to help brands find a new pathway to growth. We believe that the more love your brand can generate with your most cherished consumers, the more power, growth, and profitability you will realize in the future.
We think the best solutions are likely inside you already, but struggle to come out. Our unique playbook tools are the backbone of our workshops. We bring our challenging voice to help you make decisions and refine every potential idea.
We start by defining a brand positioning statement, outlining the desired target, consumer benefits and support points the brand will stand behind. And then, we build a brand idea that is simple and unique enough to stand out in the clutter of the market, motivating enough to get consumers to engage, buy and build a loyal following with your brand.
We will help you write a strategic brand plan for the future, to get everyone in your organization to follow. It starts with an inspiring vision that pushes your team to imagine a brighter future. We use our strategic thinking tools to help you make strategic choices on where to allocate your brand’s limited resources.
Our brand playbook methodology will challenge you to unlock future growth for your brand
- Our deep-dive assessment process will give you the knowledge of the issues facing your brand, so you can build a smart plan to unleash future growth.
- Find a winning brand positioning statement that motivates consumers to buy, and gives you a competitive advantage to drive future growth.
- Create a brand idea to capture the minds and hearts of consumers, while inspiring and focusing your team to deliver greatness on the brand’s behalf.
- Build a brand plan to help you make smart focused decisions, so you can organize, steer, and inspire your team towards higher growth.
- Advise on advertising, to find creative that drives branded breakthrough and use a motivating messaging to set up long-term brand growth.
- Our brand training program will make your brand leaders smarter, so you have added confidence in their performance to drive brand growth.
To learn more about our coaching, click on this link: Beloved Brands Strategic Coaching
To learn more about our training programs, click on this link: Beloved Brands Training
If you need our help, email me at firstname.lastname@example.org or call me at 416 885 3911
You have my personal promise to help you solve your brand building challenges. I will give you new thinking, so you can unlock future growth for your brand.
Founder and CMO, Beloved Brands Inc.