Consumers call for authenticity in the food industry

As fast food and takeout continue to increase in popularity during the pandemic, major chains like Jack in the Box and Wendy’s are seeing sizable revenue growth. According to Professor Daphne Demetry, chains will need to consider ways to meet the rising consumer demand for transparency to maintain a competitive edge. On the other hand, she acknowledges, more cost-efficient “ghost kitchens” that prepare food out of sight of diners are often necessary in a season of high demand and labour shortages.