and Fries, Qdoba Mexican Grill, Smashburger and Pie Five Pizza Co. has sparked a resurgence in the kind of pared-down menus quick-service brands like McDonald’s, Burger King and Wendy’s fielded in the 1960s and 1970s. But this new wave of players does not cling strictly to menus that are “free from choice.” Many manage to live in both worlds by allowing patrons to customize their own orders — employing a more diverse “have-it-your-way” strategy ...
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