QSR brands chase consumers' fickle tastes with new product lines

QSR brands chase consumers' fickle tastes with new product lines
Tags: Burger/Steak/BBQ, Food & Beverage, Soup/Salad
May 26, 2009

USA Today: As restaurants fight for market share during the recession, brands are rolling out new product lines that are far outside their image, from KFC adding grilled chicken to Arby's promoting Roast Burgers.

"The financial crisis has brought with it a redefining of boundaries," said Hudson Riehle, research chief at the National Restaurant Association.

Innovations beyond a chain's usual fare can build sales by helping to quash the "veto vote." But this is a more fundamental change taking place deep inside the restaurant industry's R&D departments as brands adjust to consumers' changing tastes, including for better-for-you foods.

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