Word: chaine
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...dining mainstream. Menus are expanding and restaurants are sprucing up to attract a more upscale crowd. "A few years ago, fast-food places looked like a mess hall with booths all lined up in a row," says Jeff Campbell, chairman of Burger King, the nation's second largest chain. "People want more these days...
Fast-food restaurants specializing in ethnic and regional fare--like the California-based New Meiji chain of Oriental food--are adding to the diversity. "The earlier cycle of fast foods was primarily concerned with supplying sustenance in a cheap, quick manner," says Lamar Berry, a spokesman for Popeyes, a growing chain specializing in spicy, Cajun-style fried chicken. "Now you can get convenience everywhere. People want to get the ethnic experience and titillate their taste buds...
McDonald's has also staked out the newest fast-food battleground: breakfast. Since introducing its Egg McMuffin (a muffin sandwich containing eggs, Canadian bacon and cheese) in 1976, the chain has seen its breakfast business grow to 19.5% of total sales. Last March Burger King introduced a competitor, the Croissan'wich, and promoted it with a saturation TV ad campaign. Most other chains have now added at least some breakfast items, from French-toast sticks at Arby's to an all-you-can-eat breakfast buffet at some generous Roy Rogers outlets...
...moving higher on the basis of talent, not family ties. Perhaps the most highly placed of these bootstrap female executives is Verna Gibson, who in May was named president of Limited Stores (see box). With estimated 1985 sales of $800 million, Limited Stores is the largest women's fashion chain...
...weeks ago, she was in Manhattan's first Limited store after hours, dressed in jeans and a sweatshirt, fixing the mannequins. The next morning, attired more elegantly in a green silk blouse and black skirt, she presided over the opening of the store, the 600th in the chain...