Creative license aside, can we just call it as we see it? Hyperbole has become so acceptable, in fact even expected, in marketing today that advertising would be undone without it. And there is no better example than what I witnessed just this evening. The truth is that even the name defies accurate representation... IN-N-OUT Burger...
I was on my way home from Provo today (no, I did not attend the BYU v. Air Force game, although if I did I would have been cheering for the losing team... ) I had the great misfortune of crossing paths with the throngs of people who were desperate enough for a burger that they had formed a line that completely encircled the block.
This is not to say that I don't appreciate a good burger. I understand the desirability of a fresh burger with an accompaniment of salted fries and a thick shake. Truthfully, I have previously enjoyed a hot IN-N-OUT Burger or two. I have frequented several locations, the favorites being Las Vegas and Barstow. And I'm sure that in due time I will take my turn at the newest IN-N-OUT Burger drive-up window. But you can be sure that when I do make that detour through the drive-thru line that it will be done when the chances of a quick entry and even quicker exit are more assured.
IN-N-OUT Burger, welcome to the valley. I look forward to your shortened lines and a quick lunch to-go!