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Brand Building in 2015

By Denise Lee Yohn

Technology, transparency, and turf wars will be among quick-service operators’ greatest branding challenges this year.  Technomic is forecasting a nominal 3 percent growth rate for limited-service restaurants in 2015, so it doesn’t seem as if there will be any big changes in fast food in the coming year. Any positive effect produced by lower gas prices is likely to be canceled out by drought-induced higher food costs. But that doesn’t mean the fast-food industry is going to sit back and do the same old things this year. We’ll be working hard to create exciting experiences and differentiate our brands while fighting...

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