Chefs and research and development executives, eager to stand out in the crowded burger market, may continue to build bigger, better and more unusual burgers. But they also warn not to lose sight of what customers really want. 
 VIDEO: Ken Calwell, chief marketing officer of Wendy's, discusses what guests want from burgers. Michael DeFonzo, chef of P.J. Clarke’s in midtown Manhattan, found that out the hard way. He upgraded his burger’s ordinary yellow American cheese with a more ...

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