In-N-Out Burger: Tokyo Pop-Up 2018
Could it be? A 4-hour In-N-Out Burger Tokyo Pop-Up? Dreams do come true. Mac, Founder and Lead Guide of Maction Planet, was lucky enough to be there (dressed appropriately for the occasion) and presents a special edition of ‘What the Tokyo Locals Do’!
As my tour guests and friends know, when asked which is my favourite US burger chain there is no contest – In-N-Out wins hands down.
I am lucky to have visited California frequently and after enjoying one of their Double-Double burgers Animal style on my first trip no journey to the Golden State has been complete without a repeat visit. Two hours in between my final business meeting and a flight? I would rather miss that plane than forego my In-N-Out. I have almost made that statement a reality on too many occasions!
In-N-Out come from humble beginnings. They were founded in 1948 by Harry and Esther Snyder. Together they opened California’s first drive-thru hamburger stand in a tiny space in Baldwin Park. The first McDonald’s was just down the street from them. The two chains could not be more different in terms of the directions they have taken. With only 328 outlets the business remains family-owned and much loved. They are a big investor in their employees and the communities they operate in.
I really admire the In-N-Out philosophy and it is no hyperbole to say that they have been an inspiration for me and Maction Planet. We both believe in delivering the highest quality possible where our customers are the most important asset. We achieve this in part by working with the top suppliers and partners, balancing expansion with success and assisting our communities to become stronger, better places to live and visit.
In-N-Out operates in six states in the US. In recent years they have taken their phenomenal products on the road, hosting super-short-term popups, from London to Kuala Lumpur, Bangkok, Sydney and Tokyo. As well as great promotion in a world of increasing international travel, they also help protect the company’s trademarks in the markets they visit.
This was in fact their sixth In-N-Out Burger Tokyo Pop-Up. Sadly, commitments have meant that I wasn’t able to enjoy the World’s Greatest Chain Burger in the World’s Greatest Metropolis… until today!
Cafe Crowd in Yoyogi was the site of this memorable 4-hour occasion, the scene of their last Tokyo pop-up in 2016. The rain kept the lines manageable so everyone who came got the chance to try the famous burgers. In total they served 300 burgers accompanied by potato chips and drinks. Sadly there were no french fries because they couldn’t get their special potatoes and oil.
I got the opportunity to chat at length to Eric Billings, Manager of Special Foreign Events for In-N-Out (see featured image). Eric has been with the company since he was 16 and In-N-Out has been the only company he has worked for. Eric has flown in three of the company’s top cooks for this event.
Unfortunately for Tokyoites there are no immediate plans to open here. However, they intend to pop-up again in 2020, hopefully with their famous fries. “No shakes though” said Eric, clearly intending to manage my expectations!
The verdict? As good as any In-N-Out Burger I have tried in California. The smile says it all!
Thank you to Eric, the cooks and everyone at Cafe Crowd for bringing us this phenomenal In-N-Out Burger Tokyo Pop-Up.