Marketing professors over the years have lectured students that they should never give a customer too many choices. Quick-serve operators must have missed that class. A look at several successful quick-serve menus reveals some form of a Choose Two option, where consumers can create a meal by combining items from an array of choices.
At the end of 2008, Kelly Roddy was in the same boat as every other quick-serve executive. The economy was spiraling out of control around him, the average U.S. consumer’s wallet was shrinking, and his task was to figure out how to successfully weather the storm with his Texas-based quick-service sandwich chain, Schlotzsky’s.