As Starbucks did for coffee, Chipotle and Shake Shack have changed people’s expectations of what fast food can be. The challenge for the old chains is that new expectations spread. Millennials, for instance, have become devoted fast-casual customers. So McDonald’s is now experimenting with greater customization, and has said that it would like to rely entirely on “sustainable beef.” The question is whether you can inject an emphasis on taste and freshness into a business built around cheapness and convenience. After decades in which fast-food chains perfected the “fast,” can they now improve the “food”?
A very interesting read.
