competition for the fast-food industry, which originated from "burger joints" appealing especially to teenagers. As the industry has grown it has broadened its scope, particularly in variety of items offered. Some of this growth has come in the form of chains that emphasize items different from the traditional hamburger-centered menu, such as KFC, which concentrates on chicken. The hamburger-centered chains, such as McDonald's, however, have tended over time to greatly increase the number and variety of their menu items, for example fish items and salads.
The expansion of fast-food menus has had important implications for their operations. As the menu grows, the kitchen operation becomes more complex. The imperatives of operating with a small and generally low-skilled kitchen staff have tended to push preparation back along the supply chain, so that handling and preparation within the outlet is minimized. The end result, for the customer, is blander and more "synthetic" food.
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