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.
You can see my speaking info with topics, testimonials, etc here or my National Speakers Association listing here.
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.