The study did identify that there are differences across the spectrum of brands in perceptions of menu variety and perceived value. But all this really says is, there is a certain group of brands that simply do have limited menu variety; and there are some brands that emphasise “value” offerings. And within each sub-market or brand group, multiple brands possess that feature.

The overall findings suggest – since some of these restaurant brands are much more successful than others, yet are not markedly differentiated – that success doesn’t seem to necessitate creating a highly differentiated offering, as has been the mantra in marketing textbooks for 50 years.