San Bernardino, CA - In-N-Out is often seen as the holy mecca for burgers in Southern California, but is it all that or just hype? Although their ingredients have always stayed fresh and consistent, their classic burgers are overrated. For many Southern Californians this place is a staple for a quick grab and go experience, however I argue that this cultural phenomenon is more about clever marketing than exceptional food.

On paper, In-N-Out seems like a chill establishment with good vibes. Fresh ingredients, never frozen meat, and freshly cut fries made with real potatoes which sounds pretty impressive compared to the heat-lamp burgers at some fast-food chain restaurants. Even celebrity chef Andrew Zimmern told Mashed Magazine he’s “very confused why In-N-Out is so popular,” saying that Culver’s burgers are “five times as good.”

When food bloggers compare In-N-Out to Shake Shack and Five guys, In-N-Out rarely sticks out when it comes to taste. The magazine Serious Eats found Shake Shack as the winner for burgers that punch with flavor with its seared patties and beefier taste. Five Guys are known for their fries that are packed with flavor and are fried to a crisp. But In-N-Out? While they are solid and affordable, their fires can be dry, skinny, and bland unless you order them “Animal Style.”

So why does In-N-Out have such a great following? It’s all about branding. The chain has mastered the art of simplicity with its retro designs, secret menu, and limited location giving off this “exclusive only” vibes. Taking a selfie and showing off your “Animal Style” fries under the palm tree logo immerse you to feel like you’re in an insider’s club.

Add celebrity endorsements like Hollywood stars eating these burgers after the Oscars in a tuxedo is only giving In-N-Out free publicity that money can’t buy. As QSR Magazine notes, it’s “anti-marketing” approach lets the fans do all the talking. With In-N-Out being so scarce across the US people outside of the West Coast region begin to dream of what it’s like to eat a burger from In-N-Out and that same hype becomes part of the taste.

In-N-Out offers services that no other sit-down restaurant can beat like its decent burgers, clean restaurants, family-friendly services and low prices. But let’s be honest Shake Shack has better burgers, Five Guys has better fries, and In-N-Out wins with their nostalgic feelings and their value.

That doesn’t make them bad or undesirable, it only makes their marketing team very clever. This team has built a reputation that goes beyond its menu. They rely on culture and experiences over their culinary superiority. If you take away the hype and the iconic palm trees all you’re left with is a good burger joint, not a holy grail.

In-n-Out isn’t the best burger in America, but they are really good at making people feel like they are part of something special. Maybe that’s their secret sauce. Just don’t confuse nostalgia with greatness, the myth might be bigger than the meal.