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If you’re a fast-food brand, there is no end to how you can surprise and delight customers: entice restaurant patrons with toys and collectibles (but you’d better make them sustainable); introduce a new menu item (better make it plant-based); or appeal to consumers’ worship of celebrities.
The first two options carry a great deal of risk and cost. On one hand, imagine the prospect of a warehouse filled with unwanted merchandise. (But on the opposite end of that spectrum, consider the ill-will of McDonald’s Pokémon fans seeing items being sold for thousands of dollars on eBay.)
While
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