Ken Uchikura Newsletter Vol. 363 Thumbnail
Business Strategy Lessons from In-N-Out: Why They Stick with 7UP
In-N-Out, the popular West Coast hamburger chain, has built a passionate fan base through its simple menu and consistent quality. Among its drink lineup are Coca-Cola products and 7UP instead of Sprite as its lemon-lime soda. Although some rumors point to some special assistance In-N-Out once received, there isn’t an official record confirming this.
So, why does In-N-Out still serve 7UP? The decision is deeply rooted in the company's philosophy of strategic consistency and long-term brand building.
From the very beginning, In-N-Out has followed a clear principle: don’t expand the menu unnecessarily. 7UP was one of the original offerings and, therefore, integrated into the company’s unchanging menu culture.
Secondly, the company values the repeatability of the customer experience. Many loyal customers habitually drink a 7UP with their burger at In-N-Out. It’s more than just a matter of taste; it’s part of the brand’s sensory experience. Changing the menu to Sprite wouldn’t just introduce a different taste, but customers might also feel it isn’t a very In-N-Out experience anymore.
Furthermore, sticking with 7UP offers differentiation in a market where many other fast-food chains offer Sprite. In a market filled with similar menus, uniformity can dilute brand identity. By keeping 7UP, In-N-Out reinforces its brand image of making purposeful choices rather than passive ones. It’s a strategic decision to protect the brand.
The resulting business lesson is clear: Consistency builds trust, and tradition serves as a source of differentiation. When a company’s products and services deliver the same reliable experience, they become part of customers’ everyday lives. Also, having a clear basis for why we decided not to change prevents product line and brand value fluctuations.
There may not be a heartwarming story behind In-N-Out's continued use of 7UP. However, the fact that the company has accumulated long-term customer trust through not changing is even more valuable. You don’t build a brand through flashy advertising but through the accumulation of daily choices. For small businesses, this is a reminder to look inward and ask: What are the values we choose not to change — and how do they build trust with our customers?
Kenichi Uchikura
President / CEO
Pacific Software Publishing, Inc.
ken.uchikura＠pspinc.com
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