Quickservice chains including McDonald's, Wendy's and Taco Bell are increasingly looking for ways to make their menus a little more upscale to compete with the rapid rise of Chipotle, Panera and other fast-casual rivals. "The challenge of [fast food] is it’s very difficult to deliver on other aspects even if they get the food to the level of fast casual," said Don Fox, CEO of Firehouse Subs, during a panel discussion by industry executives this week.

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