More recently this trend seems to have eased somewhat, as evidenced by the rapid growth over the last few years of the Mexican food specialist Taco Bell chain.
Another recent trend is the move to "Express" mini-restaurants in gas stations and department stores. Most of the fast food chains have taken this approach, but to my mind this "brand stretching" is more like "brand diluting" and probably counter-productive in the long term.
All McDonald's restaurants used to be built to exactly the same design. Nowadays there is much more variation in the architecture. Most of the other chains still maintain a consistent building design, however.
In recent years most of the fast food chains have tied in large scale promotions with the release of children's films. This seems to be easing somewhat over the last two years.
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