In-N-Out has become one of the most beloved fast-food chains in America by doing something unusual: not changing very much.

Jonathan Maze, editor-in-chief of Restaurant Business , said the chain stands out because it has stayed remarkably consistent while the rest of the fast-food industry has chased trends, new menu items and national scale.

One of the biggest differences is the menu. In-N-Out’s printed menu remains famously small, but Maze said the brand has built a deeper culture around items that are not officially listed.

“Some of its most popular items aren’t even on the written menu,” Maze said, pointing to the chain’s “secret menu” as…

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