Fast-food burger chain closes most locations, no bankruptcy
The company started with a bold idea and big backing, but it has failed and seems unlikely to make a comeback.
There’s a reason that the most successful fast-food chains speak to the broadest possible audiences. Chains like Burger King, McDonald’s, Taco Bell, and Pizza Hut offer very basic food that a ton of people like to eat.
Once you narrow down your focus, you limit your audience.
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That’s why it’s very difficult for any fast-food chain to offer products that serve people with limited diets. It always seems like a good idea to broaden your customer base by adding gluten-free, vegan, or vegetarian options.
In reality, it’s very hard to sell enough of these products to justify their place on the menu. That’s why a few years ago, when Beyond Meat was all the rage, a number of fast-food chains partnered with them.
Dunkin’ had a very high-profile partnership with the plant-based meat brand, as did a handful of other companies. Most of those products have quietly gone away.
We have also seen high-profile failures, like the McDonald’s McPlant. The reality is that while some people must stick to a certain diet, others are simply striving for a certain lifestyle and might deviate from those choices when eating out.
If it’s hard to successfully add an alternative-diet item to a menu, it’s nearly impossible to build your entire menu around that.
