Rich Snyder’s Organizational Leadership
As he was only 24 years old when he took on the organizational leadership, his age could mainly be a weakness due to the lack of managerial experience. However, while the experience is essential for providing the needed direction, organizational leadership extends beyond experience. Despite being young, Snyder showcased several leadership skills that were critical to the further advancement of the organization. One of these skills is strategic thinking, as he had a clear vision of what he wanted for the company and communicated this through his leadership (Oberer et al., 2018). Snyder was focused on the further growth and development of the firm through expansion. Hence, once he was CEO, he expanded the company into new cities but still ensured that he had complete control over the new outlets that had been established.
Snyder also demonstrated his ability to plan and deliver strategy within the firm through the organization of his employees. Once Snyder became CEO, he increased his focus on employee retention. As he was aware that his expansion plans would require a staff that was skilled, experienced, and cognizant of the existing organizational culture, he focused on the development of the existing workforce. This development occurred in the form of In-N-Out University, which focused on improving the decision-making skills of employees and their performance. Hence, despite being young, Snyder used his experience and knowledge of the company’s culture to focus on further organizational development. His case clearly shows that while age may evidence experience, organizational leadership also requires a leader with a vision and the necessary commitment to apply this vision.
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Relevance of Strategy
While there is an increasing trend of fusion cuisine and other expanded menus, the company’s (In-N-Out’s) strategy is still highly relevant today. Consistently using the same menu despite changing trends may present some limitations for the fast-food chain. It ensures that the company can maintain its services and products’ superiority. Based on the uniqueness of its menu and customer experience, the firm is employing a differentiation strategy. While other fast-food chains have become dependent on the use of fusion cuisine and other extended menus, the strategy used by In-N-Out is to use only four menu items to attract its customers. A differentiation strategy is an approach that is used by businesses and is characterized by the provision of customers with something unique, different, and distinct from items that the competition provides (Semuel et al., 2017). Hence, this fast-food chain relies on the unique qualities of the product to effectively communicate the increased value of its offerings.
Furthermore, while there are only four official items on the menu, customer experience has resulted in more personalized offerings being structured. These offerings are defined by a variety of special requests from customers such as Animal Style, Flying Dutchman, Protein Style, or any permutation of patties. This has resulted in creating a ‘secret menu’ in which there are several food items designed to cater to the customers’ differing tastes. Based on the secret menu, the brand has been able to gain loyalty from the customers as other commodities cannot substitute its services. Hence, the company’s strategy is still relevant as through its focus on differentiation, it ensures that customers get the highest quality foods by consistently making a few food items. This has helped it to achieve a competitive advantage over its competitors while growing its market share in the industry.
Approach to Employees
The organization’s approach to its workers also provides it with an edge over other fast-food competitors by increasing the employee retention rate and the level of satisfaction. Good working conditions characterize the firm’s approach to its employees. In-N-Out provides a clean and safe working environment, which is critical for its employees’ mental and physical welfare. The brand’s approach to its employees is also characterized by increased investment in its employees’ development and further career progression. By creating its development program, the company partners with its employees to upgrade the existing skills and knowledge of the staff (Khan et al., 2017). Employees need to be constantly aware of the industry’s latest developments to ensure the firm’s survival in a highly competitive environment. The development of employees is essential for the training, sharpening the skills of employees, and upgrading their knowledge and capabilities.
Through the increased investment in its employees, the firm ensures that its employees can implement innovative ideas and skills to keep it ahead of its competition. The firm also ensures that there is increased efficiency within its operations, with customers receiving high-quality services from the employees. Based on its employee approach, In-N-Out can gain an edge over its competition in two ways. The first way is by promoting employee satisfaction based on the environment that they exist in. When employees are satisfied with their work environment, they become more productive, and the level of errors is substantially minimized (Khan et al., 2017). Secondly, the brand ensures that its employees have the required level of skills and expertise to provide the best services possible. Through the university and other development programs, employees get an opportunity to enhance the skills they already possess and even gain new knowledge that they did not have. This approach ensures that the company’s operations are defined by efficiency, giving it an edge over its competitors.
Outline for Ad Campaign
In-N-Out is a closely held firm that is controlled and managed by the founding family. Over the years, the brand has been able to carve out its position as an iconic burger chain. The core values and principles that the brand follows are;
To provide customers with fresh and top-quality food they can buy.
To provide customers with high-quality services in a very clean environment.
To develop expertise in the menu items that are presented to customers.
To provide a team-oriented atmosphere for the employees.
Based on these principles and core values, the following ad campaign can be utilized by the brand;
Target Market
The advertisement will be focused on the younger segment of the market, which included individuals between the age of 12 to 37 years old. These are individuals living across the different geographic regions that the brand has its stores in. this market is interested in the consumption of traditional fast food items while also willing to try something new. Professionally, this market segment ranges from high school and college students, working-class individuals and tourists. Members of this segment can also be married or singled.
Advertisement
The advertisement will be conducted solely through the firm’s social media platforms, which include Facebook, YouTube, and Instagram. In each of these platforms, consumers will be encouraged to join a competition where three selected winners will design three additional menu items to the brand’s menu. Selected winners will also get In-N-Out meals for a decade.
Marketing Mix
Price
The brand has developed the trust of its customers due to its ability to remain consistent in its offerings despite the dynamic state of the fast-food industry. Hence, menu pricing for its services and products will not change. Menu additions will only range from 0 to 2 dollars.
Product/Service
The simplicity of the menu will be maintained while consumers that will be selected will be allowed to make key additions to the menu.
Place
It will take place across the U.S and other areas in which the company has its stores.
Promotion
The promotion will mainly focus on active interaction on social media along with the promotion of menu addition across billboards. This will elevate its popularity among its target market.
Differentiation of the Ad Campaign
The Ad campaign will be differentiated from campaigns conducted by other competitors to increase the level of connection with the market. The campaign will also be linked to a foundation aimed at minimizing child abuse and will be geared towards raising awareness within the community.
Conclusion
Based on the analysis of the brand’s marketing strategy, its leadership seems to be heading in the right direction. There is a clear expansion and differentiation strategy, which has helped the brand position itself uniquely in the marketing industry. Through the strategy skills demonstrated by its CEO, the firm is expected to grow even further with more geographical locations. While In-N-Out maintains its traditional menu, its focus on quality ensures that its services are differentiated from other fusion menus within the fast-food industry. The presence of the ‘secret menu’ has also supported customer loyalty as there are no substitutes for its products. Lastly, the firm has been able to gain a strategic advantage in the form of a highly experienced and skilled workforce with a high retention rate. With continued investment in the development of its employees, this is a sustainable competitive advantage as satisfied employees are essential to ensuring the efficiency of services.
References
Khan, K., & Baloch, N. A. (2017). Impact of Training on Employee Development and Other Behavioral Outcomes: A Case of Public Accountant Trainees in Khyber Pakhtunkhwa. Journal of Managerial Sciences , 11 (1), 93-107.
Oberer, B., & Erkollar, A. (2018). Leadership 4.0: Digital Leaders in the Age of Industry 4.0. International Journal of Organizational Leadership , 7 (2018), 404-412.
Semuel, H., Siagian, H., & Octavia, S. (2017). The effect of leadership and innovation on differentiation strategy and company performance. Procedia-Social and Behavioral Sciences , 237 , 1152-1159.
