"With in-house innovation and marketing departments, most chains don’t need restaurant consultants. Still, clients came to us with dozens of problems. Some had an idea for a new product line (breakfast tacos, seasonal smoothies) that they wished to benchmark against a new set of palates. Some wanted to break into office catering but didn’t know where to begin. Some weren’t even technically restaurants, such as the pay-by-the-hour workspace that wanted to keep customers on the premises. Still others hired us as a last resort. These were the chains circling the drain, bordering on irrelevance, caught in the throes of an identity crisis. We called this kind of project a “concept revitalization.”"
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