Taking the west coast food industry by storm is the popular burger joint known as In-N-Out. Their freshly made products, quality service, and friendly environment has received praise and helped them thrive as a family-owned establishment. Current CEO, Lynsi Snyder, has used her platform in ensuring In-N-Out’s growth and success rate since the original opening in 1948. However, In-N-Out undergoes limitations which can lead to obstacles in dominant food industry takeover: their particularly small and restricted menu. Vegans, vegetarians and lactose-intolerant customers have been denied the “quality you can taste”, as In-N-Out lacks a product to suffice their plant-based customer’s needs. The mere order of lettuce and tomatoes sandwiched in between hamburger buns or a “grilled cheese” sandwich is not enough — In-N-Out needs to expand their menu and offer plant-based patties and dairy-free products for all their customers. 

In-N-Out is primarily known for their juicy and seasoned beef in their hamburgers. However, good taste is not always equivalent to healthy. Plant-based patties, composed of healthy alternatives such as tofu, beans, legumes, or even mushroom grinds have grown to become very popular. A great substitution for vegans and vegetarians, as the taste is so indistinct — the only difference is the lack of high cholesterol and saturated fats in the plant-based patty. With this choice of substitution, vegans and vegetarians alike would get to experience the great taste of In-N-Out without taking away from their menu or personal beliefs. In addition, this is not only exclusive to plant-based dieters: it would also be open to omnivore customers looking for a healthier choice for their burger meal. Sabina Vyas, Master of Public Health and director of strategic partnerships at the Plant Based Foods Association, addresses risks of consuming an excessive amount of red meat, along with the benefits of plant-based choices in her book Disease Prevention with a Plant-based Lifestyle. Vyas states that “eating a plant-based diet can help reduce the risk of, and possibly prevent, chronic conditions, such as ischemic heart disease, type 2 diabetes, hypertension, certain types of cancer, and obesity” (Vyas, 126-127). Too much abundance of red meat could lead to health conditions, so it would be extraordinary to have another option to switch to often with the same taste to answer one’s cravings. Offering this substitution at In-N-Out will not only benefit plant-based dieters, but would appeal to every customer looking to enjoy In-N-Out’s meal with a peace of mind towards a healthier path. It will change the fast-food game.  

An easy substitution made by customers at restaurants or fast food locations is the dairy-free phenomenon. People of all ages are prone to suffering from lactose-intolerance, otherwise known as the inability to consume and digest lactose products, such as milk or creamer. Vegans, vegetarians, and even people without any restrictions often go for the almond or soy milk route — a healthier and digestible change for the delicious product. Lisa Drayer of CNN quotes Market Research Analysis when she states in an article how “half of Americans consume these [plant-based] milks, including 68% of parents and 54% of children younger than 18” (“How Plant-Based Milk…,” Drayer), further proving the gaining popularity of the must-have alternative. However, In-N-Out does not offer this alternative for the milkshake choices or their cheeseburgers. This comes as an automatic loss, not only to vegans, but especially those with lactose allergies. Many people with dairy product allergies are not given a different option, and thus, forced to completely abandon melted cheese upon their patty or an In-N-Out shake for dessert of their craving. However, with the plant-based option of dairy-free products, customers with allergies and personal beliefs will get to benefit from the privilege of enjoying a savory cheeseburger and a sweet milkshake. This will provide accommodations to all customers, and will even help establish a completely vegan option of a plant-based meal for those with preference or dietary needs. 

In-N-Out is consuming fast food success rates in the west coast, but not quite fast enough. Their revenue would sky rocket with the addition of plant-based patty and dairy-free options. According to Forbes Magazine, the Allied Market Research claimed that “the global meat substitutes market is expected to garner a revenue of $5.2 billion by 2020, registering a compound annual growth of 8.4%” (“Here’s Why You Should…,” Fox). Providing such alternatives will not only benefit a customer’s taste-buds and preference, but will further enlarge In-N-Out’s overall profits, thus pushing them to thrive further in revenue. People will rush over to try a plant-based burger. With success comes repetition; the chain will steadily experience a heavier flow of customers with the minor menu expansion. This income could help with possible chain expansion, any debt, wages, or even simple refurbishment in more products or store remodeling.

It is time for In-N-Out to enhance their product margin and revolutionize their company. Plant-based diets are rapidly gaining respect, and with the modern age of society steadily sneaking up, In-N-Out must take action. The product placement of vegan and vegetarian alternatives upon their menu will accommodate all customers without sacrificing any needs of non-plant-based dieters. Simply providing a “grilled cheese sandwich” or lettuce and tomato on buns is not giving the company any recognition towards the plant-based movement; In-N-Out needs to think bigger. Fast food chains like Carl’s Jr., Burger King, and Jack in the Box are attempting this revolutionary idea with plant-based patties. As years go by, competition will increase, and In-N-Out will have a strong victory if they follow through with the plant-based and dairy-free approach. This is a hard-to-miss business move, as it is the best way to ensure a positive name in modern society whilst keeping In-N-Out eaters happy without compromising the company’s integrity. To be the best in the food game, the chain needs to be willing to develop as fast as the modern age. This step will also help give In-N-Out another positive title, as it works towards establishing equality in the organic monopoly called the food industry. 

Although many people have made the decision of going plant-based and dairy-free due to their own personal beliefs, a vast majority of consumers are obligated, as allergies and disadvantages restrict them. Nobody wants to miss out from quality and tasteful food, especially if implemented in our culture. Thus, the development and progressiveness of incorporating options for everyone to enjoy is crucial in establishing a thriving business; it builds trust and respect between employer and customer. It will allow every person that walks through the doors of In-N-Out to feel welcomed. The vegan girl would be able to enjoy an actual meal with her friends after a party on Friday night, or the young boy with lactose-intolerance would finally be able to sip on an In-N-Out milkshake. The goal of adding a plant-based and dairy-free option on the short menu of In-N-Out is to further strengthen the equality in the food industry through accommodation and to verify the family-feel environment the restaurant provides. In-N-Out should become an ally to change for the better. 

The food industry is evolving, and In-N-Out is falling behind it. With the addition of plant-based patties and dairy-free products to their menu, In-N-Out will discover an endless amount of benefits. From a smile on a new customer's face to a raging revenue, In-N-Out will embody the “quality you can taste” with modern adaptation. 

Works Cited

Drayer, Lisa. “Got Alt-Milk?” CNN, Cable News Network, 31 May 2018, www.cnn.com/2018/05/31/health/alternative-milk-food-drayer/index.html

Fox, Katrina. “Here's Why You Should Turn Your Business Vegan In 2018.” Forbes, Forbes Magazine, 2 Jan. 2018, www.forbes.com/sites/katrinafox/2017/12/27/heres-why-you-should-turn-your-business-vegan-in-2018/#11e30abe2144

Franco, Daniela. “What Are In-N-Out's Veggie Options, Anyway?” Desert Sun, The Desert Sun, 24 Sept. 2016, www.desertsun.com/story/life/2016/09/23/what-are-in-n-outs-veggie-options-anyway/90913310/

Vyas, Sabina V. “CHAPTER 4 Disease Prevention with a Plant-Based Lifestyle.” Shibboleth Authentication Request, JSTOR, 2019, https://www.jstor.org/stable/10.1163/j.ctvjhzq0f.11?Search=yes&resultItemClick=true&searchText=sabina&searchText=vyas&searchUri=%2Faction%2FdoBasicSearch%3FQuery%3Dsabina%2Bvyas%26amp%3Bacc%3Doff%26amp%3Bwc%3Don%26amp%3Bfc%3Doff%26amp%3Bgroup%3Dnone&ab_segments=0%2Fbasic_SYC-5152%2Fcontrol&refreqid=search%3Adc7fbfc31a37104c94a3180ade3f8c5f&seq=1#metadata_info_tab_contents