Marc Halperin

Little Wonders

For decades, the value proposition in quick-serve circles was pretty easy to capture in a catchphrase: More Is Better. Give those 18–34-year-old guys bigger burgers, burritos, sandwiches, and pizzas; super-size the drinks and sides; pile the toppings high; ladle on the extras, and you had a surefire formula for success.

Juice, Unloosed

In his landmark 2004 treatise The Paradox of Choice, Swarthmore College professor Barry Schwartz made the case that the vast number of choices available to modern consumers does not offer a heady sense of freedom. Rather, it produces a kind of anxiety, even paralysis, brought on by endless mulling, weighing, rethinking, comparing, contrasting, and second-guessing.

The Big Mix-Up

Two years ago in this very space, when I last opined on beer and wine, I acknowledged that the very idea of selling alcohol remained remote for some concepts, and far-fetched for many. But the drive for higher margins, coupled with the fact that many adult customers simply see beer and wine as essential components of a good meal, has led to a sizable shift in the past 24 months. The question for many quick-serve chains now is not whether to serve beer and wine, but when and how.

Breaking, Fast: Changing the Morning Routine

They’re jarred awake by an abrasive alarm clock, flustered by the challenge of selecting the right outfit in the dark, annoyed by the prospect of a heavily congested commute, and daunted by the prospect of another day’s slog through the salt mines. Is it any wonder the last thing your prospective customer wants to consider at 6, 7, or 8 a.m. is what to eat for breakfast, and where to buy it?