<P> There are other design elements common among today's In - N - Out locations . Matching In - N - Out's California - inspired palm tree theme, palm trees are sometimes planted to form an "X" in front of the restaurants . This is an allusion to founder Harry Snyder's favorite movie, Stanley Kramer's It's a Mad, Mad, Mad, Mad World, in which the characters look for a hidden treasure and find it under "the big W" made by four palm trees, with the middle two forming an "X". </P> <P> Like other fast food chains, In - N - Out uses roadside billboards that attract customers to the nearest location . Billboard ads typically display an image of the trademarked Double - Double burger . The chain uses short radio commercials, often limited to the jingle, "In - N - Out, In - N - Out . That's what a hamburger's all about ." Television commercials, which are less common, feature the hamburger's visual appeal . In - N - Out seldom uses celebrities in ads, although John Cleese and John Goodman have voiced radio spots . In the past, the Snyders' also sponsored Christmas music programming with voice - overs expressing the meaning of the holiday . Such commercials offended Robert J. Elisberg of the Huffington Post . </P> <P> In addition to conventional, paid advertising, In - N - Out benefits from positive word of mouth spread by enthusiastic fans . For many years, it has given customers free bumper stickers which simply say "In - N - Out Burger". The company helps devoted customers advertise its brand by selling souvenir clothing with the In - N - Out logo . Celebrity fans and free endorsements in mass media also promote the business . When Heisman Trophy winner and Ohio State quarterback Troy Smith raved about In - N - Out cheeseburgers during a press conference before the 2007 BCS National Championship Game, a senior executive said, "It does not get much better than that for us . We're kind of a small company, and we do not have any celebrity endorsers . But I think we just got the best one we could have ." Huell Howser was allowed, in what is believed to be a first, to film with his television cameras inside a store for a California's Gold Special . The show also included a behind - the - scenes tour of the In - N - Out Headquarters . </P> <P> The burger chain has achieved widespread popularity which has led to celebration by some when brought to new locations, and the opening of a new restaurant often becomes an event . When one opened in Scottsdale, Arizona, there was a four - hour wait for food, and news helicopters whirled above the parking lot . </P>

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