Concept Watch: Brands are building identities that extend beyond the menu
By Sophie Mir The emphasis on local, seasonal food has become de rigueur industry wide. What started as a trendy, nose-to-tail movement has been co-opted by giants like McDonald’s, which, amongst other things, touts its Canadian beef (from independent farmers, no less). It’s a good thing, but when everyone’s doing it, it ceases to differentiate […]