America Eats Plenty of Burgers—And It Has Demand For Even More

How much do Americans who can’t easily get their hands on an In-N-Out burger wish they could? Enough that when someone asked where the West Coast burger chain should expand next, they got answers ranging from Florida to Massachusetts.

That question, posted on social media platform X, wasn’t from the company itself but a fan account asking, “Which eastern state should In-N-Out expand to next?” It got hundreds of likes and replies in response, with answers suggesting the Midwest, Hawaii, and even Tokyo.

It’s not hard to find a burger in the United States—the business is estimated to be worth more than $100 billion a year—but the lettuce and pickle, it seems, are always greener on the ones you can’t easily eat, leaving plenty of pent-up demand for new choices. 

In-N-Out, which announced a plan to expand into Tennessee in 2023, declined Investopedia’s request for further details on development plans. The Volunteer State restaurant would be the chain’s first location east of the Mississippi River. But it’s not alone in having growth ambitions: Texas-based Whataburger, for example, has been spreading across the Southeast, while Midwestern chain Culver’s website features a map that shows both available and future markets across the U.S.

When Regional Chains Expand, They Have to Compete…

Stephen Zagor, an adjunct professor at Columbia Business School who specializes in restaurants, said Tennessee is a smart location for In-N-Out, given its proximity to other large markets and its average operating costs and expenses.

“But until you open those doors, you don’t really know what that local customer is going to feel about you, and you don’t know what the local tastes are going to be,” Zagor said. Best-sellers at its Tennessee locations, he said, could be things that don’t do as well elsewhere. 

Meanwhile, he said, growing regional chains need to study the competition—right down to its opening and closing times.

“It’s about finding the right place for your model to work out, and finding customers who understand it,” he said.

Zagor said In-N-Out is “clever” for having a limited regular menu—mostly burgers and fries—and a not-so-secret secret menu that lets the company use the same ingredients while giving customers the sense of more choices.

“What makes fast food restaurants successful is limited waste and having fewer moving parts, which means fewer items,” said Zagor.

…And the Burger Market is Crowded

America’s love for burgers—whether at national chains, regional restaurants or local diners—manifests in a number of ways. One recent survey suggested that regional burger chains have some of the highest customer satisfaction ratings in the business.

The desire to offer burgers, meanwhile, is powerful: Arby’s, best known for roast beef, chose to add them in 2022. McDonald’s (MCD), a name as synonymous with burgers as any, has said its own offerings are getting a revamp. 

When something works, word can travel fast—and far. Americans who live nowhere near an In-N-Out, for example, may have tried it on vacation or even just heard a friend or celebrity rave about it.

“You’re not just a customer being fed; you’re dining at an In-N-Out,” Zagor said. “And I truly believe there is a difference to people.”