Would In-N-Out Burger succeed near CSUSB? That was the driving question behind a market research project I completed at California State University, San Bernardino.

The hypothetical challenge: If In-N-Out Burger were to open near campus, would it succeed?

Rather than treat this as a routine class assignment, I approached it as a real-world consulting opportunity. I designed a student-focused survey using Qualtrics, asked the right behavioral and preference-based questions, and distributed it through online outreach. With 20 student responses in hand, I cleaned the data in Excel and uncovered key insights through visualizations and frequency analysis.

The data revealed three major drivers of student choice: taste, price, and speed of service. These factors consistently emerged across multiple survey questions and open-ended responses. Taste was the most frequently cited reason for favoring a specific burger restaurant, suggesting that students are highly motivated by flavor quality and brand familiarity. Price followed closely, indicating that affordability plays a crucial role in students’ dining decisions, especially in a college setting where budgets are often limited. Lastly, speed of service stood out as a practical necessity, with many respondents noting their preference for restaurants that could accommodate short lunch breaks or fast-paced schedules between classes.

Most students reported spending between $5 and $9.99 per meal. This price range reflects a strong sensitivity to affordability, typical of the college demographic. Students are value-driven and seek meals that offer a satisfying balance between quality and cost. For In-N-Out, aligning core menu prices with this range would likely increase adoption.

The drive-thru was the overwhelming favorite for ordering, far surpassing dine-in and delivery options. Students with busy schedules cited convenience, speed, and the ability to eat on the go as the top reasons. This response highlights the importance of operational efficiency and suggests that any future location should prioritize a streamlined drive-thru system.

Students consistently ranked McDonald’s and Wendy’s as their favorite burger restaurants near campus. Proximity, affordability, and fast service made them practical everyday choices. While the food isn’t considered premium, the combination of reliability and price keeps these chains top-of-mind.

Despite the stronghold of current options, 60% of students said they would likely visit In-N-Out weekly if one opened nearby. The high percentage of students who said they would visit weekly indicates strong brand loyalty and substantial demand. Students associate In-N-Out with higher-quality burgers, cleaner spaces, and a simple, trusted menu—even if it means slightly higher prices or longer wait times.

Strategic Recommendations

Based on the survey insights and market analysis, I developed several strategic recommendations to guide a potential In-N-Out expansion near CSUSB. First, the restaurant should offer value-priced combo meals that align with the $5 to $9.99 price range, reflecting students’ budget-conscious dining habits. Second, designing an efficient drive-thru system that caters to the demand for speed and convenience, especially among commuting and time-constrained students, is essential. To build early brand awareness, In-N-Out could increase visibility through on-campus pop-up events, student outreach initiatives, or collaborations with university clubs. Finally, selecting a location slightly off-campus would help mitigate seasonal traffic fluctuations while allowing the restaurant to serve a broader customer base throughout the year.

Next Steps: Financial Considerations and Feasibility

While the survey focused on preferences and demand, financial feasibility is key in site selection and business planning. Important considerations include:

  • Startup costs: Land acquisition or leasing, construction, equipment, and staffing
  • Ongoing expenses: Food inventory, wages, utilities, maintenance, and marketing
  • Revenue potential: If 60% of survey respondents visited weekly and spent an average of $8, that would generate around $32,000 per month
  • Seasonality: CSUSB’s academic calendar includes summer and winter breaks, making it essential to locate near mixed-use areas to sustain sales year-round

Further analysis, such as competitor pricing studies, traffic flow modeling, and breakeven forecasts, would be valuable. Collaboration with In-N-Out’s real estate and finance teams would ensure a data-informed expansion strategy.

Reflections

This project was my first time conducting research of this type and scale, and it proved to be much more than just a classroom exercise. The project helped me develop essential skills in survey design, data cleaning, and interpreting insights to inform real-world business decisions. It also reinforced a vital principle I’ll carry forward: great data does more than answer questions; it gives businesses the clarity and confidence to take action.