In an era where viral internet culture increasingly shapes real-world behavior, even the simplest systems are not immune. Recently, beloved West Coast burger chain In-N-Out quietly eliminated the order number 67 from its ticketing system — not for operational reasons, but because of a swirling social media phenomenon that turned a number into a spectacle.
The Strange Rise of “6-7”
So why would a restaurant stop using a number? In late 2025, a seemingly nonsensical phrase — “6-7” — exploded across platforms like TikTok and Instagram Reels. Originating from viral content tied to rapper Skrilla’s song Doot Doot (6 7) and amplified by internet edits featuring NBA star LaMelo Ball (who stands 6’7″ tall), the term transcended its roots and became a cultural fad. It’s paired with a playful gesture — palms up, moving up and down — and has been shouted randomly in classrooms, malls, and online videos.
The trend has no fixed meaning — it’s essentially slang for fun, absurdity, or simply being “in on the joke.” So much so that Dictionary.com crowned “67” as its Word of the Year for 2025, citing its ambiguous yet pervasive use.
How It Disrupted In-N-Out Restaurants
At In-N-Out locations across the U.S., what started as harmless enthusiasm quickly became disruptive. Videos circulated showing groups of teenagers hanging around counters, ready to erupt into cheers whenever order number 67 was called over the speaker. Instead of grabbing their food and leaving, patrons lingered — phones out, chanting the phrase and celebrating the moment for social media content.
Employees reported that the behavior slowed down service and diverted staff attention during busy hours. In response, the chain quietly removed 67 from its ordering system: now, order numbers go directly from 66 to 68.
What This Says About Viral Culture
This quirky incident highlights a broader truth about the digital age: internet trends can spill over into tangible, real-life effects. A phrase with no inherent meaning — and one that started as an inside joke — ended up reshaping how a major brand manages its day-to-day operations.
It also shows how younger generations, especially Gen Alpha, wield cultural influence. Marketers have noticed: while In-N-Out sidestepped the craze, other chains like Wendy’s and Pizza Hut leaned into it with promotional offers priced at 67 cents and similar themed deals.
The Bottom Line
In a world where TikTok dances and memes can move markets and communities, even a humble burger joint isn’t safe from the power of viral culture. In-N-Out’s decision to remove order number 67 is light-hearted yet telling — a restaurant adapting to the unpredictable forces of internet fame, youth culture, and social media trends.
What started as an online joke has become part of the cultural conversation, proving that sometimes the internet doesn’t just reflect reality — it reshapes it.
References
- The “6-7” meme is a 2025 internet meme and slang term that spread widely on TikTok and other social platforms, with no fixed meaning and lots of playful usage. Wikipedia
- It originated in part from the song Doot Doot (6 7) by rapper Skrilla, which contributed to the phrase’s popularity online. Wikipedia
- The phrase has been covered as one of the defining viral slang terms of 2025, embraced by Gen Alpha and Gen Z. euronews
