Analyzing the Strategic Reasons Why In-N-Out Chose to Ban '67' While Competitors Embraced the Viral Meme Trend

The West Coast fast food chain In-N-Out Burger has taken the unprecedented step of removing the number "67" from its digital order system to quell an ongoing chaos caused by a viral social media trend among teenagers. Reports confirmed on Thursday, December 11, 2025, that the burger chain quietly retired the number from its ticketing and calling system after the popular "6-7" meme led to massive crowds of young people flooding restaurants and erupting in loud, disruptive celebrations when the number was called.

The immediate impact of the "67" meme on In-N-Out was a series of disturbances that staff described as highly chaotic. The meme, which originated from a song by rapper Skrilla and was popularized by basketball star LaMelo Ball, triggers a large, loud reaction when either the number "six" or "seven" is spoken. Social media videos captured throngs of teenagers and young adults rushing the counter, shouting, and making hand gestures when order number 67 was announced, leading to blocked walkways and operational disruption. In one viral clip, an employee confirmed the removal, stating, "We have taken 67 out of our system, so whenever we're taking orders, it goes 66 to 68, because of people like you."

The strategic significance of In-N-Out’s move lies in its zero tolerance approach to maintaining customer order and a professional atmosphere. Unlike other fast-food competitors, such as Wendy's and Pizza Hut, which have tried to leverage the viral "6-7" trend for marketing by offering 67 cent deals, In-N-Out chose to enforce operational security. The chain, which is fiercely protective of its classic brand and in-store experience, saw the spontaneous, unruly gatherings as a threat to its business environment. The decision demonstrates the increasing challenge corporations face in managing the convergence of digital trends and real world behavior, especially when that behavior leads to staff distress and customer complaints.

Looking ahead, the future outlook for the "6-7" meme remains strong it was even named Dictionary.com's 2025 Word of the Year but its physical manifestation at In-N-Out locations appears to be over. The chain has successfully taken the bait out of the water, forcing the order numbers to skip from 66 directly to 68. The company has not issued a public statement on the decision, which has also reportedly included the quiet removal of order number 69 for similar disruptive reasons in the past. This action marks a decisive victory for the burger chain in its unique battle against Gen Z internet culture.