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The future of limited service restaurants : let the consumer decide /

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 f...

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Bibliographic Details
Main Authors: Krawcyyk, Matthew (Author), Webb, Timothy, active 2015 (Author), Mathe-Soulek, Kimberly (Author)
Format: eBook
Language:English
Published: London : International CHRIE, 2015.
Series:SAGE Business Cases.
Subjects:
Branding (Marketing) > Case studies.
Advertising > Restaurants > Case studies.
Stratégie de marque > Études de cas.
Advertising > Restaurants
Branding (Marketing)
Electronic books.
Case studies
Case studies.
Études de cas.
Online Access:Connect to the full text of this electronic book
Description
Summary: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.
Item Description:Originally published in : Krawcyyk, M., Webb, T., & Mathe-Soulek, K. (2015). The future of limited service restaurants: Let the consumer decide. Journal of Hospitality & Tourism Cases, 4(3), 11-20.
Physical Description:1 online resource.
Bibliography:Includes bibliographical references and index.
ISBN:9781529713022
1529713021