Fast food companies constantly test the market acceptance of new menu items. Usually several restaurant locations serve as a test market to check the popularity of a new menu item. If a favorable consumer response ensues the company will add the item to the regular menu. This type of market research helps keep the company ahead of the competition by adjusting to consumers' changing food tastes. Research also includes food science experimentation to improve the taste, texture, shelf life, and fat content of menu items.
Inventory control is critical to the success of a fast food location.
If you run out of potatoes to make french fries, you lose customers. Most major fast food chains have sophisticated inventory control systems allowing the store manager to keep all supplies in stock. UNIX control systems at McDonald's controls the inventory and delivery of food to the restaurant locations. A new trend in the fast food industry is allowing customers to pay for purchases with debit cards. Whataburger, a large west coast hamburger chain, has already installed debit card capability in many of their locations.