Limited availability increases desire. Back when Coors beer was only available near its Colorado home, every East Coast drinker I knew wanted it. Today, available anywhere, it’s been relegated to the “so what” category. Witness the current phenomenon of In-N-Out Burger. Aside from their appealing approach to the fast-food business model (no frozen meat, no frozen potatoes, very limited menu, higher-paid employees, cleanliness...OK, so they put biblical references on the underside of their soft-drink cups), they’re found only in a few Western states and all of their outlets remain company-owned and -supervised. Plus, the food is great. My first brush with In-N-Out (unaware of its mythic status, I just liked the name) was at this location on Sunset Blvd, next to Hollywood High School. I loved it. Since then, I’ve learned a great deal about its history, its family conflicts, its loyalty to the original high standards. Recently, my pal Ted took me to an In-N-Out in Phoenix; again, a great experience. (He says because it’s always packed, locals call it the In-N-Wait.) A Double-Double, please, yes to the onions, fries, Diet Coke. I later looked up my soda cup’s scripture, John 3:16 -- “For God so loved the world that he gave his only Son, so that everyone who believes in him might not perish but might have eternal life.” Whatever.
Further down Sunset near Guitar Center you can find what is known to locals as "the rock and roll Denny's" where certain biblical references might also be employed.
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