This week, In-N-Out Burger leveraged scarcity marketing to heights of success not seen since Coors convinced Burt Reynolds to make a movie about smuggling 400 cases of its signature beer from Texarkana to Atlanta.
In-N-Out opened its first two locations in Colorado – Aurora and Colorado Springs – and media outlets around the world reported on the 12 to 14 hours Coloradans were apparently willing to wait in line for a shot at a fast food cheeseburger. (Bonus points to Britain’s Daily Mail for capturing a fist fight that erupted in the line.)
Locally, reporters and media outlets were quick to roll their eyes at the wait times, but they still contributed to the avalanche of media coverage. Mitchell Byars at the Boulder Daily Camera noted that you could drive all the way to In-N-Out’s Las Vegas location in less time, and Westword used the opportunity to showcase its list of 10 Best locally-owned burger joints.