In-N-Out does $2 billion in annual sales. It breaks one rule other fast-food chains follow

An off-menu item is one of In-N-Out’s biggest selling points. 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 m…