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Journal of Hospitality & Tourism Research
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Quick-Service Restaurants of the 21 St Century: an Analytical Review of Macro Factors

H.G. Parsa

State University of New York-Buffalo

Mahmood A. Khan

Virginia Polytechnic Institute and State University

The quick-service restaurant (QSR) industry is increasingly becoming global. Cooperation over conflict (a state ofinterbeing) is expected to be the order of the 21 st century. Service will be the primary tool of strategic advantage in the QSR industry. Successful firms may gain competitive advantage through segment diffusion, em ployee empowerment, and maximization of brand equity. Changes in U.S. franchise legislation will distinctly affect the industry. The carousel concepts and other new concepts will emerge as developments take place. The QSR menus are expected to change dramatically to include genetically altered animal and vegetable products to meet nutritional demands of aging baby boomers.

Key Words: Key Words: quick service, menus • 21st century • brand equity • ecosensitivity • franchising.

Journal of Hospitality & Tourism Research, Vol. 17, No. 1, 161-173 (1993)
DOI: 10.1177/109634809301700114
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