Fast-food chains are locked in a fierce battle that has them practically giving food away. McDonalds, Wendys,
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Question:
After viewing the video, read the articles, then thoroughly answer the following questions:
Video: (Links to an external site.)
Read: As Fast Food Price Wars Heat up, New Menu Items Set the Tone (Links to an external site.)
Read: Wendy’s Margins Squeezed as Fast-Food Price War Continues (Links to an external site.)
Read: Pizza Hut Enters the Fast-Food Price War With $5 Menu (Links to an external site.)
Read: American Chain Restaurants Had a Tough Year and 2019 Looks Worse (Links to an external site.)
Questions
1. Why are restaurant chains employing a discount menu as a pricing option?
2. What are the possible negative outcomes of employing a discount menu strategy?
3. Are bargain-basement options a sustainable path for restaurant chains? Thoroughly explain and support your response.
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