Much like what happened when Krappy Kreme Donuts opened in Orem.
Well, I've wondered what is so good about In-a-Cult. Is it their never-frozen beef? Well, Wendy's has that. Is it the fresh produce? Well, most places have that.
Everyone says that the Milkshakes are the reason to go. Three flavors of Milkshake? Please. McDonald's sometimes has 4.
So, why do Utahns (and everyone else for that matter) go gaga for In-a-Cult?
Brand's Anatomy has the best answer I have come across:
There are also several factors which affect the psychological connection with the legendary chain. Beginning in southern California, they had access to a large number of vacationers. People on vacation are pumped full of endorphins (technical way of saying they feel good) and that results in general enjoyment of most things, even waiting in lines at Disneyland to an extent. Vacationers come back with memories, which often included a visit to In-N-Out, which was an exciting and new burger to these people. Their excitement and bragging makes great word of mouth, thus a legend is born.
It's a fast food joint. Get used to it.