Over two decades ago, a tech worker from San Francisco walked into an In-N-Out restaurant with a request so absurd that it ultimately transformed the chain's policies forever. Will Young, accompanied by a group of friends that included the late Zappos CEO Tony Hsieh, decided to test the limits of the burger chain's famed secret menu.
The Birth of the 100-by-100 Burger
On Halloween night in 2004, the group visited an In-N-Out location in Las Vegas and asked for a burger with 100 beef patties and 100 slices of cheese. This monstrous creation, later known as the 100-by-100, was so outrageous that it forced In-N-Out to impose limits on its famously flexible secret menu. Today, workers will no longer assemble towering meat-and-cheese skyscrapers, capping custom burgers at a 4x4—four patties and four slices of cheese.
Young explained that the entire episode began as a spontaneous Halloween detour rather than a meticulously planned stunt. He and seven friends had intended to go clubbing or at least visit a bar before stopping at In-N-Out for dinner. It was Hsieh's brother, Andy, who suggested ordering a 100-by-100 after hearing rumors that a group of college students had once attempted something similar.
How It Unfolded
At one of Nevada's In-N-Out locations—there are now 23 in the state—the group approached the counter and asked if the restaurant could prepare a double-double but with 98 extra patties and 98 extra slices of cheese. To their surprise, the staff agreed. 'It was no grand plan,' Young told SFGATE. 'We just asked. We thought they'd say no.'
The mammoth order took considerable time to prepare, undoubtedly a challenge for the grill cooks tasked with stacking the towering creation. Workers on the evening shift even assembled a makeshift serving tray from cardboard boxes to hold the colossal burger. The final product featured a single bun on top and bottom, with 100 layers of beef and cheese in between. The meal cost $88.20 at the time and contained nearly 20,000 calories, according to SFGATE.
'That was the end of our night, of course,' Young recalled, 'because we ate it, felt terrible and didn't go out after.'
Legacy of the 100-by-100
The 100-by-100 burger became legendary, but it also prompted In-N-Out to establish limits on custom orders. The chain, famous for its simple official menu—hamburger, cheeseburger, Double-Double, fries, and shakes—has long relied on its not-so-secret menu to build cult appeal. Customers can request burgers 'animal style,' featuring mustard-grilled patties, grilled onions, extra spread, and pickles, a practice dating back to 1961.
Young, once a longtime San Francisco resident, now lives in the East Bay with his children. He reflects on his tech career, which has included advising startups, coding for high-valuation companies, and working as an early-stage investor. As of 2026, In-N-Out has expanded to over 430 locations across California, Nevada, Arizona, Utah, Texas, Oregon, Colorado, Idaho, Washington, and Tennessee.
The 100-by-100 remains a cautionary tale of secret menu excess, forever altering how the chain handles custom orders.
