The Sun
Sunnyvale's Newspaper

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In-N-Out Burger opened last week on El Camino Real in Sunnyvale.

In-N-Out diner receives an enthusiastic welcome

By Eric Drudis

A line stretched out the door and into the parking lot, cars packed the drive-thru and some parked more than a block away. For a fast-food restaurant, this one was generating an unusual amount of excitement.

In-N-Out Burger, a staple of Southern California dining for 50 years, opened in Sunnyvale July 2, offering hamburgers, fries and drinks--and a long-standing tradition of quality food and service.

"This is the reaction we were hoping for," said Sherry Langel, manager of the new store. "Customer reaction has been great."

With restaurant seating for 70 and a one-lane drive-thru, Langel expects brisk business to continue despite a limited selection and minimal name recognition in Northern California. In-N-Out, which built its popularity by situating restaurants near freeways, has abandoned that strategy for the El Camino Real eatery. Instead, management is banking on positive word-of-mouth and quality food to attract customers.

"The products that we offer and the service that we give make us stand out," Langel said. Heavy traffic on El Camino and neighboring businesses will draw other patrons as word-of-mouth spreads, she said.

In-N-Out Burger has several other locations in the Bay Area. The company's marketing strategy, which does not involve heavy advertising, has succeeded before. A Mountain View opening was very profitable, said Bob Laeng Jr., a Northern California divisional manager.

"The In-N-Out warehouse in Southern California will provide all the ingredients, including 100 percent pure American beef boned and ground by the company's own butchers," said Michelle Guzman, director of marketing. She said hamburger patties are never frozen, and french fries are hand-diced from whole potatoes.

"We researched the Bay Area for a long time and are very pleased that we are entering Sunnyvale," Laeng said. The company declined to comment on the cost of the move to Sunnyvale.

A typical meal costs about $4.85, Langel said.

In-N-Out has 130 restaurants throughout California and Las Vegas. It was founded in 1948 as the first drive-thru in California by Harry and Esther Snyder and is still owned and operated by the Snyder family.

The new store expects to employ more than 50 people and is still hiring, Laeng said.

In-N-Out Burger is located in Sunnyvale at 556 E. El Camino Real. Hours are Sunday through Thursday 10:30 a.m. to 1 a.m.; Friday and Saturday 10:30 a.m. to 1:30 a.m. For information call 800/786-1000.

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This article appeared in the Sunnyvale Sun, July 8, 1998.
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