American Fast Food's Perception Problem

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"Why are fast food sales plummeting in the U.S.?" Our resident bookkeeping mensch, Paul Rosenblum, explores this surprising turn in the market. Rising prices and shifting consumer expectations, especially post-pandemic, have hurt major chains like McDonald's, Starbucks, and Subway. In response, some fast food companies are rebranding, offering discounts, and improving customer experiences, but Paul argues that their long-term success will depend on maintaining strong customer relationships and, you know what’s coming, a distinct "personality."

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