Here in Arizona you can't get out of McDonalds with a Burger, Fries and Coke for under $10. You can get a 2x better burger meal for nearly half that an In N Out and it's all fresh. Its competitors are probably Five Guys and Shake Shack for quality. Is the Five Guys hamburger better tasting? Probably. But it's more expensive with no value meal. Shake Shack is more expensive with a worse tasting hamburger. In N Out hits the sweet spot of taste, quality and value. BTW, I also like the fries (though McDonalds is the best). Just always add salt and pepper at the end.