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In-N-Out Burger Case Study Essay

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1) In the eyes of its customers, In-N-Out Burger provides them a huge value that they are willing to go well out of their way for. From In-N-Out’s beginning, their marketing plan has been simple and effective in order to capture value from its customers. For this to happen, In-N-Out needs to understand the market place and their customers needs and wants. In this case, In-N-Out knows that their customers do not just want a burger from a large chain restaurant, but one from a restaurant that has kept its original philosophy in place, “Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment” (Principles 33). This philosophy has helped to keep the company on track …show more content…

New customers normally learn of In-N-Out through celebrities, or friends and family (Principles 34). Many of these business practices bring profitable relationships and customer delight to In-N-Out Burger.

2) Customers expect a certain level of performance and quality from an In-N-Out Burger restaurant. The customer has certain needs, wants, and demands that need to be met in order to satisfy their expectations. Humans need food, but they do not need an In-N-Out burger to survive. Their wants is what makes them desire an In-N-Out burger and their demands need to be met. A consumers wants, when backed by their buying power, becomes a demand (Principles 6). When they purchase what they desire, in this case a burger from In-N-Out, an exchange is made. The customer expects a level of quality when they spend their money, an In-N-Out works to achieve that. The performance In-N-Out provides exceeds many of its competitors in food quality and customer care. The customers’ performance expectations are met, and they become loyal to In-N-Out. In-N-Out Burger has a large following. There is even a secret menu that has been created over the years that customers enjoy teaching to new patrons of In-N-Out (Principles 34). This consumer generated marketing, in which consumers play “an increasing role in shaping their own brand experiences and those of other consumers,” is one indication that In-N-Out’s customers are very satisfied with the level of

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