In the growth phase, In-N-Out will look to build its brand of menu item preferences and increase market share. Product quality is maintained and additional features and support services may be added. Prices are maintained as the company enjoys growing demand with little competition. Distribution channels are added as demand increases and customers accept menu items. The promotions are aimed at broader consumers. (Roger A. Kerin, 2015) Maturity Stage The individual's menu items that survive the previous stages tend to last longer in this stage. Upon expiration, the strong sales growth declines. Competition may appear with similar items. The main objective at this point is to defend market share by taking away the preeminence of profit. “The menu items they feature can be improved to differentiate themselves from items sold by competitors. Prices may be lower due to new competition. Distribution becomes more intensive and incentives may be offered to encourage preference over competing items. Promotion emphasizes product differentiation.” (Roger A. Kerin, 2015) Decline