Fast food freshens up

“For years, fast food chains have fought for dominance with one primary weapon: lower prices… But this summer, many big brands are taking another tack—they’re hoping to perk up sales by introducing tastier seasonal menu items.”

It points to examples like Taco Bell, which launched a cheese-flavoured taco shell in March (pictured) and has plans to introduce a new breakfast item mixing Mountain Dew and orange juice. Wendy’s is meanwhile offering a berry almond chicken salad, and Subway is introducing avocado into its subs. But making the new dishes work operationally is the next challenge. “The names may sound alluring, but it remains to be seen how appetizing the chains can make these seasonal foods.”

For the full story, including a slideshow of ten new menu items at US chains this summer, see Fast food restaurants’ new competitive weapon: tastier food.