Guerrilla-Style Photography: Capturing Images of the Secret Menu at In-N-Out for D Magazine

Kevin Marple secret hotel room studio at the Holiday Inn Express in Marina del Rey.

D Magazine food photographer Kevin Marple traveled to LA to capture images we needed to compile “The Newbie’s Guide to In-N-Out.”  He returned with the pictures but he went through hamburger hell to get them. Here’s his story.

I’ve had art directors send me into some wild scenarios. And when D Magazine’s Creative Director Todd Johnson called and asked me if I could get to Southern California for a photo shoot, I said sure. In hindsight, I realize I should have asked a few more questions. At the time I didn’t know he was sending me into a private, secretive underworld. I just figured I get some time to hang in LA and shoot some burgers.

Like most of the population, I’d heard about In-N-Out but I didn’t really understand the hype. During a pre-production meeting, I got a briefing on my assignment.

Johnson wanted me to photograph burgers and some of the secret items on the In-N-Out Burger menu. Secret items on a fast food hamburger menu? I had a few questions. Like: How do I order them? What if they don’t have them? Do I have to learn a secret handshake or password?

Johnson explained that In-N-Out was very protective of their brand. They don’t allow photography in any of the restaurants or corporate headquarters. It was up to me to get to Southern California and figure out a covert plan of action to get the photos D wanted.

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