I haven't see any type of outward marketing of In-n-Out burger marketing ever. However, since moving to Los Angeles from New York City five years ago I can tell you they have a massive word of mouth and buzz.

The "secret menu" of animal style, double doubles, protein style, etc. makes people feel like they are an insider that that is VERY powerful in my mind. When you bring someone to In-n-Out for the first time you get to feel like a "pro" when ordering, teaching the rookie the ropes.

More here:
http://www.businessweek.com/smallbiz/content/apr2009/sb20090424_877655.htm

The Secret Menu from wikipedia

Secret Menu variations
A pair of 3x3 cheeseburgers and fries.

* Hamburgers - "Double Meat" or "Triple Meat" for multiple patties.
* # by # - Any number of patties and slices of cheese.
* Veggie Burger - a sandwich containing only vegetables, without meat or cheese.
* Grilled cheese sandwich - served with tomato, lettuce and spread.
* Extra Everything - adds extra spread, tomato, lettuce, and onions (regular or grilled).
* Extra Toast - bun is toasted longer.7
* Chopped Chilies - mild, pickled chopped peppers are added to the burger.
* Protein Style - replace buns with lettuce.
* Flying Dutchman - meat and cheese and that's it, no bun, no veggies.
* Animal Style - patties are grilled with mustard or "mustard grilled", add pickles, with grilled onions, lettuce, tomatoes, and extra spread.

edit Additional Condiments

* Spread - packets of refrigerated "Spread", similar to Thousand Island dressing.
* Yellow Peppers - packets of whole yellow Chili peppers.
* Pickles - pickles do not come on the burger and can be added upon request

Secret Menu variations for fries

* Fries "Light" - Decreased cooking time for a softer product.
* Fries "Well" - Increased cooking time for a crispier product.
* Fries "No Boat" - Fries are placed directly onto the serving tray instead of the paper "boat".
* "Animal Style" - Melted cheese, spread, and grilled onions.
* Cheese fries - called fries with cheese

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