In-N-Out Burger opened its first location in 1948 in California and has since expanded to several western states while maintaining a focused growth strategy. It emphasizes fresh, quality ingredients and good customer service. Despite minimal advertising, it has an extremely loyal customer base who are enthusiastic about the chain. In-N-Out also takes pride in rewarding employees well with higher pay and benefits than competitors, resulting in lower turnover. While it faces competition from other major chains, its business model that refuses to sacrifice quality for growth differs from those pursuing more aggressive expansion.