I recently came across a fascinating story that highlights the strange power of internet culture over the real world. You might think that a fast food receipt is just a piece of paper with a random number printed on the top. It turns out that a simple digit can cause enough chaos to force a major corporation to change its entire operating system. In-N-Out Burger has quietly removed the number 67 from its order tickets at restaurants across the country. This decision was not made because of bad luck or a technical software error. The chain took this drastic step to stop groups of teenagers from turning their dining rooms into viral video sets.
The source of this disruption is a meme that has exploded in popularity among Generation Alpha. The trend involves the phrase “six seven” which is often shouted in a repetitive and loud manner by groups of friends. It appears to stem from a song by a rapper named Skrilla and has been further fueled by various internet influencers. Teenagers began visiting In-N-Out locations specifically to try and get order number 67 so they could film the reaction. They would wait with their phones recording and then scream the phrase in unison when the staff called out the number.
I can certainly understand why the management felt the need to intervene in this situation to protect their staff. Imagine trying to enjoy a quiet meal while a mob of kids waits to scream at the top of their lungs. Employees at several locations have confirmed that the ticketing system now jumps straight from 66 to 68 to avoid the issue entirely. Some workers also revealed that the chain previously removed the number 69 for similar reasons involving maturity and disruption. It is a clear signal that the company prioritizes a calm environment over catering to the latest online fad.
It is interesting to compare this strict approach with how other fast food giants reacted to the same phenomenon. Brands like Wendy’s and Pizza Hut saw the trend as a marketing opportunity and quickly launched special promotions. They offered items for 67 cents to drive traffic and engage with the younger demographic on their own terms. In-N-Out has always maintained a more classic and reserved brand identity compared to its competitors. They clearly decided that the free publicity was not worth the headache for their hardworking staff and other patrons.
This situation makes me wonder about the future of marketing and customer service in the age of viral challenges. It is bizarre to think that a random internet joke can dictate how a business numbers its orders. We are likely to see more of these strange collisions between social media behavior and physical retail spaces. I find it somewhat refreshing that a company refused to play along with the hype despite the potential for engagement. Please share your thoughts on whether you agree with this ban in the comments.
