Putting the Fast in Fast Food

Participating South Florida McDonald’s locations are testing a 60-second guarantee.

August 07, 2014

MIAMI – McDonald’s is trying to put the fast back in fast food, with participating South Florida locations testing a 60-second lunch guarantee at the drive-thru.

The Miami Herald writes that customers will receive timers when paying for their drive-thru orders, which are returned when staff delivers the food. If McDonald’s doesn’t stick to the 60-second promise, customers will receive a complimentary lunch item on a future visit.

The limited-time, drive-thru only promotion runs on weekdays for an hour (Noon – 1 pm) through August 29.

Meanwhile, financial services firm Janney Capital Markets predicts that traditional fast-casual chains will replace traditional QSRs by 2020.

“Some day soon, a burger and fries will no longer be the quintessential American fast-food meal,” writes The Huffington Post, adding that fast-food burgers are losing popularity because consumers are seek out higher-quality food and favoring chains such as Chipotle and Chick-Fil-A.

“Americans' tastes are evolving,” Mark Kalinowski, Janney's lead restaurant analyst, told The Huffington Post, with customers hungrier for more “adventuresome” foods.

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