In an era where many restaurants are embracing mobile ordering, one iconic burger chain refuses to make the move. In-N-Out Burger CEO Lynsi Snyder-Ellingson recently explained why that is, and she made it clear that she would stand firm on the decision.
On April 6, Snyder-Ellingson talked about that decision during a Pepperdine University session of the President’s Speaker Series.
At one point during the discussion, Snyder-Ellingson was asked whether In-N-Out would ever offer mobile order pickup. She acknowledged that the idea has been brought up, but “The answer is no.”
Snyder-Ellingson explained that the main reason for that decision is that the company values the “special” experience they offer to customers with in-person ordering.
“What makes In-N-Out and the experience so special is the interaction and the customer service that we’re able to give. The smile, the greeting, that warmth, and feeling that culture,” she shared.
She added that adding mobile ordering would “definitely take a piece of that away,” so it’s not something they’re willing to consider. Snyder-Ellingson added that the “freshness factor” was another issue.
Snyder-Ellingson emphasized that she remains true to the concept her family created. She says she has not been tempted to sell the brand to a private equity firm, despite opportunities to do just that. She explained it was not an option for her and there was “nothing I would gain.”
“My purpose with the company is to preserve and continue, and I want to honor my family. So, [selling] would be throwing that away,” the In-N-Out CEO explained.
She often reflects on what her grandfather or father would do or say when it comes to potential changes to what they do at In-N-Out. This relates to keeping the simple menu, as well as other aspects of potential change.
Snyder-Ellingson added that her grandpa “laid the foundation for us” with the quality of the product and the framework of In-N-Out, and “we won’t change the makeup of what In-N-Out is.”
Harry Snyder opened the first In-N-Out restaurant in California in 1948. After he died in 1976, his sons, Rich Snyder and Guy Snyder, took over as president and vice president of In-N-Out. At that time, there were 18 locations.
When Rich Snyder died in 1993, Guy Snyder became the chairman of the board, and Harry’s wife, Esther Snyder, became president. Soon after that, In-N-Out opened its 100th restaurant.
Lynsi became the president of In-N-Out in 2010. Now, the chain operates in 10 states with over 400 locations. Restaurants are located in California, Nevada, Arizona, Utah, Texas, Oregon, Colorado, Idaho, Washington, and Tennessee.