The California-based burger chain kept its comeback under wraps, using a print ads, including in the Philippine Daily Inquirer newspaper, and a few social media mentions from Filinvest City and Neil’s Kitchen instead of a full-blown digital campaign.
Despite the understated rollout, excitement has been building among longtime fans eager to try its Double-Double, Animal Style, and Protein Style burgers once again.
It’s the brand’s first Philippine appearance since its 2022 appearance in Bonifacio Global City, and true to its minimalist tradition, In-N-Out is letting nostalgia and word-of-mouth do the marketing.
Observers speculate that In-N-Out’s overseas pop-ups help the company maintain its trademarks abroad while quietly gauging international demand.
Founded in 1948 and still family-owned, In-N-Out has grown to over 400 locations across the Western and Southwestern United States, with pop-ups occasionally staged abroad.
—Edited by Miguel R. Camus
