Those of you in the East who crave the experience of an In-N-Out burger will have to come here out West. It's not expanding Eastward, at least not any time soon. And this branding strategy got the attention of influential Business Insider. Here is that analysis.
Of the reasons why In-N-Out is holding back from an Eastward march the most compelling is this: Less is more. By not being readily available in a mass way, it takes on cult status.
Of course, that can be exploited in its marketing campaigns. It can sponsor a contest for those outside its service area to explain why anyone would "need" an In-N-Out burger. All mediums are allowed - words, graphics, audio and video. Winners get a free trip to Nevada, Arizona, Utah or Texas where there are In-N-Out outlets.
Those who need an In-N-Out right now can arrange with Airbnb to rent out space in my place in Tucson, AZ.