Few people saw it coming then, but around 2003, a significant change to the Quick Service Restaurant (QSR) landscape was underway.
McDonald’s was the king of QSR, but its dominance was slipping as consumers started to prefer “fast casual” and healthier or fresher-seeming options like Panera, Quizno’s, and even Subway. Unbeknownst to the House that Ronald Built, a damning documentary called Supersize Me would be released the following year, adding momentum to the discussion already happening around the public health impact of fast food.
However, the folks over at Taco Bell were focused on something a little different.
