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The Opposite Of A Good Idea
It's 1950s...
Ray was scaling his restaurant chain, McDonald’s into a nationwide franchise.
Mcdonalds’ business strategy was based on scale and speed.
Scaling as much as they could at a speed as fast as they could.
This gameplay worked for them.
It gained nationwide popularity and gained a large piece of the opportunities created by the cultural transformation happening at the time.
But In-N-Out's founder Harry Snyder took the exact opposite path for In-N-Out.
From the early days, In-N-Out focused on creating a few products best of their abilities.
And they remained family-owned saying no to franchising, taking investor capital, or even going public.
He said no to scaling for the sake of it. Instead, he chose the slow and steady path.
Because, Snyder realized if they went in the direction of scale and speed, it would ruin In-N-Out's mom-and-pop vibe.
Before the rapid industrialization, if you go to a restaurant or a store, you can just feel the close personal feeling with the business.
You can see them in the eye.
You can see genuine smiles on their faces, and the owners are there directly communicating with the customer.
Though there were some dysfunctional ones, Many of the businesses out there at the time had that kind of closeness between the business and the customer.
In-N-Out had that from the beginning and their leadership kept that vibe ever since.
This reminds me of a quote made by the ad man, Rory Sutherland.
“The opposite of a good idea is a good idea”
I'm WD 💙✍️
This piece is from this week's Marketingoal Experience. Check it out on my profile.
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3moHaving worked for Taco Bell for many years, I knew 9 of the 10 interesting facts. I was very pleased to learn that 'Taco Bell was a pioneer in hiring women managers'. This totally makes sense because Taco Bell is a trend leader!