And if so, how will brands navigate the landscape?
One fast casual is thinking outside the box of an already ambitious movement.
A recession could be ahead, meaning less brand loyalty and more opportunities to attract new customers with enticing value and promotions.
"Combatting cost inflation with cost-cutting measures is like bringing a knife to a gun fight," report says.
Some chains have leaned heavily into value in response.
A perfect storm of factors is forcing fast-food's biggest brands to rethink their approach.