Amazon's brick & mortar stores is designed as a vehicle to extend itself to be in places where its Shoppers are with the end goal of being able collect more user day to influence future purchase behaviour.
http://www.adweek.com/digital/amazons-physical-stores-may-be-causing-hype-but-the-digital-payoff-could-be-the-real-story/?utm_campaign=nl_1&utm_source=sailthru&utm_medium=email&utm_term=AWK_TodayTech
In the face of global growth a competitor founded just down the road in the 800 lb. gorilla in QSR known as McDonald’s, not even with the onslaught of the better-for-you burger brands like Shake Shack and in spite of a comparable small geographic footprint In-N-Out Burger has built a cult-like following by maintaining a laser focus on its brand identity of keeping things simple, maniacally executed against that promise and providing a dash of secret menus. https://www.qsrmagazine.com/competition/secret-n-out-s-cult-following?utm_campaign=20170814&utm_medium=email&utm_source=jolt
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