Ahead of the Game

QSR Magazine – July 2010 – Operators often lose sight of the importance of innovation in a down economy, but recession or no recession, consumers demand new options.

At the end of 2008, Kelly Roddy was in the same boat as every other quick-serve executive. The economy was spiraling out of control around him, the average U.S. consumer’s wallet was shrinking, and his task was to figure out how to successfully weather the storm with his Texas-based quick-service sandwich chain, Schlotzsky’s.

But while many executives decided that maintaining business as usual was the best way to get through the recession unscathed, Roddy had other ideas. As president of Schlotzsky’s, Roddy decided his company was going to zig while everyone else zagged, embarking on a rebranding strategy at the very moment when it seemed most risky to do so. Read more.

Source: QSR Magazine

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