The Future of Limited Service Restaurants: Let the Consumer Decide

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Spector A. (2004b). Race to win over consumers hits full stride; fast casuals look to stay ahead of pack with improved service, menus. Nation's Restaurant News, 38(14), 1–36.

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Wong V. (2013, July). Chipotle at 20: Burrito Boom Expands to Asian Fare. BloombergBusinessweek: Companies & Industries. April, 2013, http://www.businessweek.com/articles/2013-07-12/chipotle-at-20-burrito-boom-expands-to-asian-fare.

Multiple sources of information can be used to highlight the information and implications of the case study. Industry trends are generally highlighted in trade publications such as QSR Magazine (www.qsrmagazine.com) or Nation's Restaurant News (www.nrn.com). News items concerning brief financials, expansion of chains and innovations are both frequent and current. Also, the following are examples of related works that highlight the concepts of this case study: Inside: Chipotle. [Documentary]. (2013). United States: Bloomberg.

Muller C. C. (1997). Redefining Value: The Hamburger Price War. Cornell Hotel and Restaurant Administration Quarterly, 38(3), 62–73.

Spector A. (2004a). Jack in the Box pops out fast-casual JBX concept. Nation's Restaurant News, 38(14), 4–57.

As advertising is one of the most visible elements that form consumers perception of brand image (Meenaghan, 1995), a valuable resource to include would be research provided by Nielsen on the most liked restaurant ads. Elements that influence brand image like tangible product attributes and benefits are often portrayed in commercial advertising. An example of restaurant ad comparisons can be found at:.

Nielsen (2013). Eat it up: Top US restaurant ads-Q12013. Accessed on June 11, 2014 from http://www.nielsen.com/us/en/newswire/2013/eat-it-up–top-u-s–restaurant-ads–q1-2013.html.