Fast Food’s Next Playbook: Emotional Logic, Growth Tribes, and the End of Routine

Sooth's Emotional Logic Interface, ELI, has identified four growth tribes among the 43% of people that aren't regular fast food customer, Experimenters, Cravers, Balancers, and Provisioners. Eli has also made informed predictions for the industry's future including a margin reset by mid-2026 as well as preference overtaking location by 2027. With this information and more brands are called to consider what customers value from them in this changing climate.