Operators have been forced to walk a difficult tightrope over the last 18 months. And that's about to happen again.
NYC is trailblazing a path that might change everything, again.
It's the first major restaurant chain to make the move.
The way quick-service brands court guests might never be the same again.
One of the industry's most complicated segments is in for a wild ride.
A major underlying effect is the wealth of first-party data.
Two states have seen more than 1,000 percent in growth.
The chain is now battling with companies outside the industry.
Proactive service, easy-to-use platforms, and personalization lead the way.