In-N-Out has always stood for quality. In fact, their motto is to: “Give customers the freshest, highest quality foods you can buy and provide them with friendly service in a sparkling clean environment.” Their motto, however, is not something that just hangs as a plaque on their wall. It is a virtue that impacts across their entire organization.

At Naked, we also believe that what a brand stands for should influence the inner workings of the whole company, including how it behaves. That in essence the brand, once defined, should guide all aspects of the business.

In the case of In-N-Out, this includes how they hire, reward and train their staff, how food is sourced and prepared, how customers are served – even their business model.

In-N-Out’s emphasis on quality is apparent everywhere you look.

It is one of few fast food chains in the US where employees earn significantly more than minimum wage. And these employees aren’t just burger flippers either. In fact, they’re not referred to as employees at all. They’re “associates” and these associates are eligible for such benefits as 401K, health, dental and vision plans, bonuses.

None of the food is ever frozen, pre-prepared, or re-heated. Ingredients are received fresh each day. Shakes are hand spun. Fries are hand cut. Food is prepared in front of customers, which is a far cry from a lot of their competitors.

And despite its inception some 60 years ago, the fast food joint has never franchised, and has no plans to.

The result of this laser focus on quality speaks for itself. The chain has won countless awards in customer satisfaction and has some of the lowest turnover rates in the industry.

In our business while the temptation to define a brand, create a clever advertising campaign and then walk away is strong, we believe that far greater gratification can be found in translating how the brand will transform the entire business.