It’s been said that all politics is local. And to a large degree, that might also be said of fast food.
Operators looking for greater consumer acceptance are increasingly marketing themselves not just as businesses, but neighbors.
“That’s the trend,” says veteran foodservice consultant Arlene Spiegel. “The reason operators do it, is so they can immediately fit into the community they’re serving.”
Speigel, president of Arlene Spiegel & Associates Inc. in New York City, said regionally-tailored restaurants make consumers more comfortable because operators are acknowledging what makes a community unique.
“They are also capturing the feeling like they’ve been there always,” she said.
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