I think In -N-Out Burger is a very interested example of something at people desire because there are many similar types of fast food chains around the country. But it is something about In-N-Out people really love. Most people says it is because their food is fresh, but I think it is because it is really simple. There is not many items to choice from and it is easy to memorize the menu. Also, people that really love In-N-Out brag that they know the secret menu, so In-N-Out gives its loyal customers a benefit for being so loyal.