On a recent visit, the space was meticulously clean and notably aroma-free. Different restaurants have different grills and fryers, so the space needs an unusual abundance of gear to make sure recipes work the same no matter where they're rolled out. Stepping into the A&W test kitchen is like walking into a supersized version of a fast food kitchen, with about 10 times the equipment. While fast food joints have fared well amid inflation, the industry's growth is starting to slow while the number of competitors continues to rise, according to the retail analytics firm Circana, and staying relevant is key to staying in the game. It's a high stakes game for the $42.6-billion fast food industry. Video Pumpkin spice latte returns to Starbucks for its 20th year Often, this process begins with rolling out a new limited-time offer, which brands hope will generate buzz and, if they're lucky, inspire McRib or pumpkin spice latte levels of devotion. While much of the industry's appeal comes from its familiarity, fast food brands also face pressure to shake up their menus in response to growing competition and changing consumer tastes. ![]() "Our supplier … nailed it in the first go," said Suri, standing in the test kitchen in mid-March, noting that the five weeks from idea to product was a record for him. Five weeks later, he'd nailed down a recipe that formed the bedrock of last summer's A&W spicy dill burger. ![]() One of the latest volleys in the multibillion-dollar fast food wars started with a late night on Karan Suri's TikTok.Ī&W's director of menu development was scrolling his phone when he came across the "pickle girl" trend that was making the rounds last year, with women (and one very loud and adorable three-year-old) showing their love for preserved cucumbers.īy the next morning, he was mixing up different pickle-based sauces in the burger chain's test kitchen in North Vancouver.
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