But authenticity matters
While it’s important that the products add something to the dining experience, Fox said, “It’s also vital that they do it without affecting the concept’s DNA” and taking it in a direction the concept’s owners don’t want to go. Although some chains enter a new international market armed with potential menu changes, 300-unit Johnny Rockets lets new stores settle in before localizing the menu, Devine said. “Before we tweak the menu, we ...
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