Competition is fierce in the multi -billion dollar Restaurant and Quick-Service industry. With many new entrants to the category, it’s essential that organizations understand their value proposition and customer willingness-to-pay. With pricing so closely tied to the bottom line, it plays a key role in any restaurant’s success. One chain partnered with Pricing Solutions to re- gain control of its pricing. Pricing had grown to include deep discounting and large featured-item menus but it was not clear what impact they had on long-term success and profitability. A focused, concentrated effort on pricing was needed to reset the pricing strategy so that it was complementing rather than undermining the brand’s price/value image. The Challenge In a crowded market, the company’s

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