For years, fast-casual chains promoted their brands by focusing on efficiently run locations powered by local store marketing muscle. More recently, however, several segment leaders have ratcheted up their advertising budgets to experiment with more traditional advertising tools like television and radio. Nevertheless, even as officials at Chipotle Mexican Grill, Noodles & Company, Panera Bread and Smashburger test mass media’s power to enhance awareness and drive traffic, they ...

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