The Future of Limited Service Restaurants: Let the Consumer Decide

The Future of Limited Service Restaurants: Let the Consumer Decide

  • Case
  • Teaching Notes
Abstract

Over recent years, the rise of the fast casual segment in the restaurant industry has created concerns for quick service firms such as McDonalds or Taco Bell. Evidence from financial reports suggests a change in customer demand creating an increase in the amount of market share being gained by the fast casual segment. Experts attribute this to concerns over product quality and health considerations, however proper branding of firms is suggested to be the leading factor related to fast casual’s success. A focus on creating and reinforcing a distinct brand identity is suggested as a solution for the decrease in the fast food restaurant segment’s market share.

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