Quickservice chains promote quality

03/16/2009 | Advertising Age (tiered subscription model)

Quickservice restaurants are emphasizing quality as they horn in on casual-dining turf. Burger King will offer ribs and thicker burgers, while Pizza Hut is selling pasta meals that serve four. "When we emphasize the quality of our brand as opposed to solely price, then we are competing with casual dining," CKE Restaurants' CEO said.

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