In a delightful surprise for burger enthusiasts, In-N-Out Burger, the iconic American fast-food chain, brought its flavors to Dubai through exclusive pop-up events. These events, held at Ibn Battuta Mall, offered a rare opportunity for fans to savor the brand’s renowned offerings without leaving the UAE.
A Brief Encounter with In-N-Out Burger
The most recent pop-up occurred on May 26, 2021, at Switch Bowling in Ibn Battuta Mall. Operating for just three hours, the event attracted massive crowds, with some patrons waiting up to three hours for a taste. The limited menu featured favorites like the “Double-Double” burger and the “Protein Style” option, catering to diverse preferences. Priced at AED 14 for a double cheeseburger and AED 4 for chips, the offerings mirrored U.S. prices, emphasizing authenticity over profit .
Trademark Maintenance or Market Testing?
While In-N-Out has no immediate plans to establish a permanent presence in Dubai, these pop-ups serve multiple purposes. Beyond gauging market interest, they play a role in maintaining the brand’s trademark rights in the region. Luis Hernandez, manager of special foreign events, mentioned, “No plans to open in the region in the immediate future, but never say never” .
Challenges to Permanent Expansion
In-N-Out’s commitment to freshness poses logistical challenges for international expansion. The brand’s policy requires outlets to be within 300 miles of their distribution centers to ensure product quality. This constraint makes establishing a permanent location in the UAE complex, given the distance from existing supply chains .
Looking Ahead
While a permanent In-N-Out outlet in Dubai remains uncertain, the enthusiastic response to the pop-ups underscores the brand’s global appeal. For now, fans in the UAE can relish these occasional events, which offer a genuine taste of California’s burger culture.
