Or so we’ve gathered. It looks like In-N-Out, in trademark lawsuits with local Shanghai knockoff CaliBurger, has decided not to go down without at least flinging a few real burgers around in Shanghai. We find out from Serious Eats (via SFist) that yesterday afternoon Sasha’s hosted what
somebody somewhereIn-N-Out is calling a “soft market research” event to “gauge reaction” and “get feedback.” What does this mean?!?!
While we can’t officially confirm anything about the event’s purpose or size (because we weren’t invited… excuse us while we pout) one attendee spoke up on a rather rowdy Shanghai Expat forum and claimed that “the guys cooking in the yard at sasha’s was In and Out people. They are moving on to Hong Kong next and then to Australia. They are doing some soft market research.”
More power to In-N-Out for at least making an appearance on-scene against these CaliBurger guys, who come off a bit cocky in their brazen efforts to rip off the 60-year-old California mainstay. And by cocky, I mean comments like this one, from an interview with Shanghai Talk:
Our goal is to actually have an innovative – I don’t wanna say better – product that will be inspired by In-N-Out, but there’s some originality and innovation on how they’re made and offered.
Despite assurances that they are in no way contemplating overseas expansion, maybe this move is an effort not to relinquish their brand’s name and service without a teeny tiny fight. Whatever the motivation, we hope they come back again and throw around a few more invites!