A Lesson From In-N-Out Burger: Your Customers Might Want Less Choice, Not More

I’ve written in the past about how your customers might want less choice, not more.

Last week I was on vacation in Phoenix with my wife and daughters and we saw an example of “less is more.” It was at In-N-Out Burger, the regional burger chain that many Midwesterns absolutely have to visit when they’re in California or the Southwest. My daughters were insistent that we go to In-N-Out, so we had lunch on Thursday at the In-N-Out in Tempe.

Here’s In-N-Out’s menu:

• Double Double (double burger with double cheese)

• Cheeseburger

• Hamburger

• French Fries

• Shakes

• Beverages

That’s it! (There’s also a rumored “secret menu,” which is In-N-Out’s brilliant method of giving you choice in how your burger is prepared.)

Many people, including me, are grateful for limited choices, because it makes life easier.

Limited choices may or may not be the best way to go for your business, but this is the takeaway: before you add more choices in products and services, remember In-N-Out’s menu.