Since its inception, the West Coast burger chain has built its reputation on a stripped-down menu of burgers, fries, and shakes. In 2005, the chain began listing some of its most popular off-menu orders publicly under the “Not-So-Secret Menu.”

One of the chain’s most iconic items on this menu is the Animal Style burger, which is “a burger of your choice with hand-leafed lettuce, tomato, a mustard cooked beef patty; add pickle, extra spread, with grilled onions.”

While chains like Panera and Wendy’s tend to discourage menu modifications, In-N-Out has done the opposite, turning one of its off-menu creations into a defining part of its brand.

CNBC reported that In-N-Out Burger generates an estimated $2 billion to $2.5 billion in annual sales across more than 400 locations. On a per-store basis, that means the average In-N-Out outsells a typical McDonald’s nearly 2 to 1, bringing in roughly $4.5 million in annual sales compared with McDonald’s $2.6 million.

In-N-Out told Inc. that this customer-driven creativity has become a central part of the business. “Over the years, many of the variations in preparation for our basic menu items were given names, usually by the customers who frequently ordered their burgers that way,” a spokesperson said. 

This openness traces back to one of the company’s core principles: accommodating special orders because it’s “all about making our customers happy.” While that strategy may defy conventional business wisdom, In-N-Out remains profitable.

Harry and Esther Snyder opened the first In-N-Out in a Los Angeles suburb in 1948 as California’s first drive-through hamburger stand.

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