Jason Renner

Dirty Little Secret

As the quick-service market becomes more hypercompetitive, many brands are upgrading their brick and mortar facilities as a means of improving the consumer experience and differentiating themselves from the competition. Within the last three years, industry behemoths including McDonald’s, Wendy’s, and Burger King have announced major initiatives to improve their restaurants by rolling out new facility designs and amenities— such as flat-screen TVs, free WiFi access, and café-style lounge areas—typically associated with fast-casual or full-service environments.