After years of emphasis on premiumisation, brand repositioning and outlet remodelling, American fast food is firmly revisiting its value core. Consumers have demonstrated their commitment to the lowest value tier, leaving operators with the difficult task of promoting low-margin items without losing out on profitability. In this podcast, Euromonitor International’s Global Foodservice Analyst Elizabeth Friend talks about new menu strategies and how operators are planning to squeeze incremental sales out of a price-conscious customer base.

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