K.I.S.S.: Simplicity the Secret of In-N-Out's Success?

For many of us on the West Coast, we take our In-N-Out seriously. We know we love it, we know how to order off the (not-so-secret?) secret menu, we know our own favorite order. You don't have to have a reservation, or be a celeb to get the best of the best from them (although not too long ago actor Tom Hanks told the newly (re)arrived Conan O'Brien he thinks their catering truck beats the Batmobile). But--besides their sauce--what's their actual secret?

A new book about the burger chain, Stacy Perman's In-N-Out Burger: A Behind-the-Counter Look at the Fast-Food Chain That Breaks all the Rules, "chronicles the history of the chain starting with the company's founding in 1948 by Harry Snyder," explains NPR. The national radio organization shared a story yesterday about the book and the restaurant, focusing on the subtleties of running one of Southern California's most beloved food offerings:

"Harry had a motto: Keep it simple; do one thing, and do it the best you can," Perman tells Madeleine Brand. "And they've pretty much hued pretty closely to that formula, and it's worked for them."

Another quiet success: The Bible citations that are printed discreetly on the cups and wrappers, put there at the behest of Snyder's son Rich, "who is the company's second president and a born-again Christian." Author Perman notes, however, that for many, devotion to In-N-Out's burgers supersede the restaurateurs' spiritual devotion:

"Friends of mine who've lived in California forever, some of them didn't even know they were there. And some of them, who I think would be offended in any other setting ... sort of gave it a pass because they love In-N-Out Burger so much."