Although it may not be the pinnacle of haute cuisine, In-N-Out Burger features one of the most interesting menus I've ever come across. The menu is truly unique because not all of it is immediately available to the customer. The in-store menu, provided on the wall behind the cashiers, is remarkably spartan: the only choices are a hamburger, cheeseburger, double-double (a double cheeseburger), fries, and shakes. The register of the menu is quite common: to provide information, as discussed in "America's National Dish." It is free of the "tasty adjectives" that many other restaurants choose to add to their menus.
The menu also includes a secret portion that is not printed anywhere on the wall described earlier. An overview of this inconspicuous menu is available on the chain's website here. The use of a secret menu is a brilliant idea to me because it lets customers feel like they're insiders, making the process of ordering more exciting. One interesting aspect of this menu is that instead of offering a triple-triple, as one would expect, it shifts to just digits by calling a triple cheeseburger a "3x3" and then a "4x4" and so on. The use of numbers rather than words adds a masculine appeal to the menu. Ordering a 4x4 is reminiscent of buying a piece of lumber or a new truck. The masculine facet of the menu is also shown by the "animal style" option for burgers, a slightly intimidating way of describing the simple addition of grilled onions and pickles. The menu also uses the euphemism "protein style" to refer to a bunless version of the burgers. In-n-Out's menu has its own little language and code that add a unique appeal to its otherwise solid, if not necessarily gourmet, offerings.
The in-store and online menus highlight an important aspect of menus discussed in "America's National Dish": the use of register. In the store, the point of the register is brevity, as I discuss above. However, online, where space is not at such a premium, the menu writers are more liberal with their descriptions. For example, the double-double features "100% pure beef" patties and "hand-leafed lettuce" that are "stacked high on a freshly baked bun." The excess of tasty adjectives serve to advertise the offerings without really providing much real information. For example, a burger "stacked high" sure sounds satisfying, but is there really any other method of making it that could be used? Customers are lucky to be spared these useless descriptions at the store.
The menu also includes a secret portion that is not printed anywhere on the wall described earlier. An overview of this inconspicuous menu is available on the chain's website here. The use of a secret menu is a brilliant idea to me because it lets customers feel like they're insiders, making the process of ordering more exciting. One interesting aspect of this menu is that instead of offering a triple-triple, as one would expect, it shifts to just digits by calling a triple cheeseburger a "3x3" and then a "4x4" and so on. The use of numbers rather than words adds a masculine appeal to the menu. Ordering a 4x4 is reminiscent of buying a piece of lumber or a new truck. The masculine facet of the menu is also shown by the "animal style" option for burgers, a slightly intimidating way of describing the simple addition of grilled onions and pickles. The menu also uses the euphemism "protein style" to refer to a bunless version of the burgers. In-n-Out's menu has its own little language and code that add a unique appeal to its otherwise solid, if not necessarily gourmet, offerings.
The in-store and online menus highlight an important aspect of menus discussed in "America's National Dish": the use of register. In the store, the point of the register is brevity, as I discuss above. However, online, where space is not at such a premium, the menu writers are more liberal with their descriptions. For example, the double-double features "100% pure beef" patties and "hand-leafed lettuce" that are "stacked high on a freshly baked bun." The excess of tasty adjectives serve to advertise the offerings without really providing much real information. For example, a burger "stacked high" sure sounds satisfying, but is there really any other method of making it that could be used? Customers are lucky to be spared these useless descriptions at the store.
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