Why are people obsessed with In N Out in California... but not in Texas?

@candacenelson

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SoundTikTok sound · original sound - candacenelson

Promoted product

In-N-Out Burger

Why it worked

The video taps into a common debate among fast-food enthusiasts, using relatable regional brand loyalties (In-N-Out vs. Whataburger) to illustrate a broader marketing principle about brand integration into local culture and identity.

Summary

The video explores why In-N-Out Burger is an obsession in California but not in Texas, attributing it to regional identity and existing brand loyalty. It contrasts this with Pizzana's expansion strategy, highlighting how successful brands enter markets where they can become ingrained in local culture.

Structure

1Introduction: In-N-Out's California obsession vs. Texas indifference
2California: In-N-Out as a cultural phenomenon
3Texas: Whataburger's deep-rooted identity
4Pizzana's expansion strategy: entering markets with unmet needs
5Conclusion: The importance of cultural integration for brand success

Product placement

In-N-Out Burger: ACTS - it is a burger chain that people are obsessed with in California, and its presence is tied to the state's identity. Removing it would change the video's central argument. Pizzana: ACTS - it is a pizza restaurant that the creator expanded into Texas. Removing it would change the video's central argument. Whataburger: ACTS - it is a burger chain in Texas that is part of the state's identity and people grew up on. Removing it would change the video's central argument.

Original caption

Why In-N-Out never won Texas. 🍔 #innout #whataburger #branding #marketing #texas

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On-screen text

Why are people obsessed with In N Out in California... but not in Texas? OBSESSIVE BRANDS Hi, I'm Candace. CANDACE NELSON and I'm here to break it down California is the birthplace of In N Out and out here, it's basically a religion. Every drive through you pass, there is a line of cars down the street just waiting to get in. And yet, when I pass those in and outs in Texas, the frenzy just isn't the same. And it's not the food. It's the same burger, the same fries, same everything. It's that. In N Out IS California. It's the airport pickup, the post game tradition, the thing you crave the second you land at LAX. And in Texas, it's a good burger, a really good burger. But in Texas, they walked into a state that already had its own religion. And in Texas, Whataburger isn't really a burger chain. It's part of the state's identity. People grew up on it. The road trips, the late high school nights. And it's hard to out execute a memory. In N Out might just have the better burger and the more famous name, but it still can't touch a brand that is woven into a generation's childhood. Some markets are just rooting for the home team. We think about exactly this at Pizzana. When we expanded, though, we went into Texas, which was a market that didn't already have great pizza. This Texas City Was Just Ranked The Worst In The U.S. For Pizza By Dani Medina March 2, 2023 We saw open road and the opportunity to become a hometown hero. Because part of scaling an obsessed over brand is knowing where to go. Because part of scaling an obsessed over brand is knowing where to go. The smartest expansions don't go actively looking for a fight. They find the places where no one owns that loyalty yet and become the brand that people grow up on. Are you team In N Out or Whataburger? Let me know below.

Transcript

Why are people obsessed with In N Out in California... but not in Texas? Hi, I'm Candace. I build obsessive brands for a living, and I'm here to break it down. California is the birthplace of In N Out. And out here, it's basically a religion. Every drive through you pass, there is a line of cars down the street just waiting to get in. And yet, when I pass those In-N-Outs in Texas, the frenzy just isn't the same. And it's not the food. It's the same burger, the same fries, same everything. It's that. In-N-Out IS California. It's the airport pickup, the post-game tradition, the thing you crave the second you land at LAX. And in Texas, it's a good burger, a really good burger. But in Texas, they walked into a state that already had its own religion. And in Texas, Whataburger isn't really a burger chain. It's part of the state's identity. People grew up on it. The road trips, the late high school nights. And it's hard to out-execute a memory. In-N-Out might just have the better burger and the more famous name, but it still can't touch a brand that is woven into a generation's childhood. Some markets are just rooting for the home team. We think about exactly this at Pizzana. When we expanded, though, we went into Texas, which was a market that didn't already have great pizza. We saw open road and the opportunity to become a hometown hero. Because part of scaling an obsessed-over brand is knowing where to go. Because part of scaling an obsessed-over brand is knowing where to go. The smartest expansions don't go actively looking for a fight. They find the places where no one owns that loyalty yet and become the brand that people grow up on. Are you team In-N-Out or Whataburger? Let me know below.