In-N-Out is definitely one of the popular BurgerJoints chain, hence people often wonder that “why it is not expanded more?”
In the times when you hear that so many burger-joint chains are expanding their reach to woo more and more customers and provide them better alternative to go for Burger; it may seem little odd that In-N-Out is making that much efforts! Of course the chain is successful and the owners of the same are billionaires, so there is no point of thinking anything preventing them doing so. As the chain is successful and they have resources to grow.
In a recent interview Lynsi Torres (age: 30 years), the heiress of In-N-Out explained some of the reasons and their vision behind doing so.
Franchising: One of the proven ways to expand any retail chain is franchising the same. As you can have the people who are familiar with the locales to manage it and invest their own resources. However Lynsi thinks that, that particular segment (franchised) may not be controlled as much as your own outlet. Sometimes when you cannot control it, it may result into providing something below your expectations and affect overall your prestige. (These are not the exact words, this is what it seems to mean, to us).
Other aspects she mentioned are “Sourcing Ingredients” and “Branding”
source: http://www.businessinsider.com/in-n-out-heiress-expansion-2013-2
What you think about her vision. Of course, it is her business and she can decide what is better, but as a customer you can have your say as well.