Ever feel like you get attacked by a certain topic?
The universe is assaulting me with In-N-Out Burger.
Just a few examples: Earlier this year, the advertising class I teach delved into a long discussion about the brand equity of the chain. A few weeks ago, this oddly fanatical account of ordering every item on the menu came in on my feeds. Last week as I took the kids to Barnes & Noble, this book was lying beside the Thomas train table. Today, I saw a story that In-N-Out is expanding east into Texas.
It has all added up to cruel and unusual punishment for someone in Kentucky who is over 1,600 miles from the nearest In-N-Out.
Every time I have a speaking engagement near an In-N-Out, I make the effort. My last one was an enjoyable afternoon at Fisherman’s Wharf last summer while I was at the San Francisco #140conf. I had just sat down to eat when a Wharf tourist stopped by my table, pointed at me, and yelled to his wife, “Hon! This guy got his fries Animal-style!”. I felt like a celebrity while I smiled and waved at her.
While I don’t eat there that often, I’m a big fan. On a gastronomical level for sure, but also on a marketing level. It’s a great brand that’s been built through a great customer experience from the cleanliness of the restaurants to the fresh ingredients to the “secret” menu.
But it seems the only time I get to eat at an In-N-Out is when I’m speaking near one on the left coast. So with all these cues coming at me, I figured I needed to do something about it.
For 2011, in addition to the three normal speaking discounts that I’ve always offered (KY/TN, multiple program, and non-profit), I am adding another discount.
I will take $500 off my speaking fee if your meeting is held within a 15 minute commute of an In-N-Out Burger location.
I guess it’s like my own version of the secret menu. You’ll have to ask for it to get it. If you’re planning a meeting or corporate event in California, Arizona, Nevada, or Utah (and now Texas) in 2011, let’s talk.
UPDATE: It’s still happening. I was watching Undercover Boss on CBS last night and the MGM Grand’s manager’s family brought him In-N-Out for supper.