Fast Food Chains Turn to Innovation: Burger King, Red Robin, McDonald’s, and many other fast food chains are kicking up the innovation factor in their test kitchens. According to Peter Saleh, an analyst at Telsey Advisory Group, “New product news in this space is what drives guest traffic.” Franchises can no longer rely on their old offerings like Big Macs and Whoppers to lure in lovers of fast food, and instead must work to come up with more outside-of-the-box offerings. The need for change explains menu items like McDonald’s Fish McBites and Pizza Hut’s “crazy cheesy crust pizza,” foods that are departures from the tried and true burger and fries.

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