Want an example of a perfect niche marketing success story? Look no further than the west coast based fast-food chain, In-N-Out Burger. With lines out the door (or around the parking lot) every day, there’s no denying they’re doing something right! But what is it?
Simple Menu, Great Product
The answer is obvious as soon as you walk in the door. In-N-Out has a very simple menu. Where other burger joints overwhelm customers with choice, In-N-Out serves just three versions of the traditional burger, basic fries, sodas and milkshakes. (There is a secret menu, but it focuses on style, not additional meal items.) The company excels at serving these uncomplicated choices, and customers love them.
Once the In-N-Out brand was established, there was no change for the sake of change. The company found their niche and stuck to it—with great results. This is the true power of the inch wide, mile deep concept! So don’t make the mistake of thinking your products or services have to appeal to every conceivable potential customer in the world. That’s what we call a mile wide and an inch deep, and unless you’re Amazon or WalMart, it’s an overwhelming, ineffective strategy!
In-N-Out hits all the necessary notes for a niche success story.
- Sticking with the menu customers love
- No unnecessary product or marketing expansions
- Give the customer what they want!
In-N-Out is a great example of doing a niche the right way. The company doesn’t waste money, time and resources doing a million different things at once only to end up giving customers something they really don’t want anyway. They believe in their niche, put all their effort into giving their ideal customer exactly what they want, and as a result, they won big!