Fast-Food's Billion Dollar Misspend

Why investing in service not celebs may be the move

“How important is branding for fast-food chains?”

Earlier this year I was asked this question.

It’s one of those that the more you think about, the more you can’t stop thinking about it. (Or maybe that’s just me?)

Sure, you may have a taste preference for a McDonald’s burger over a Burger King burger, but if I asked you to describe what McDonald’s represen…