At its core, the food services industry is a local business. While quick service restaurants are often part of a national chain, individual locations must react to local preferences, economic outlook, and competitive pressures in order to be successful in each market. Quick service restaurants must measure and continually improve all aspects of the dining experience - from customer service, food quality, menu offerings, and pricing - in order to stay effective.
In a recent project, we worked with a national chain of pizza and pasta restaurants to revamp their "lead offer" specials. This work was conducted nationally, but with recommendations for each regional market that took into account local competitive pressures and customer expectations. Results from this research demonstrably improved revenues and market share for this restaurant group.