It is of no surprise, then, that brands are realising that they must simplify their offers to enable customers to feel in control amid wider economic insecurity.
Burger King's Whopper Bar concept, a store format that offers only a limited menu of Whopper variants but allows customers to observe the food being prepared, is a sterling example of this approach, playing to the strengths of the brand's 'Have it your way' positioning.
The fast-food chain's emphasis on creating a wider range of locations is also likely to be a winner. Sports stadiums and cruise ships are among the sites to have been mooted by senior Burger King executives, in addition to the familiar territories of shopping centres and travel hubs.
The roll-out of fresh formats is the logical next step for fast-food brands. The value proposition has been emphasised over the past 12 months. It is now about getting the product to hungry consumers in the right environment, at the right time.
The fact that fast-food retailers are thriving, as consumers trade down, has been well-documented. Beyond this, they must keep the dining experience lively, to drive loyalty and engagement.
Pizza Hut's 'Pasta Hut' rebranding exercise is another example of how brands are enticing consumers into paying them a visit. However, while that initiative only diluted the chain's core proposition of great pizza, Burger King's Whopper Bar plays to the strengths of a classic menu item.
Consumers don't want to see their favourite meals messed around. Keeping it simple is the order of the day.