The smartest marketing ploy that bland, low end fast food joints ever came up with is the whole taking something off the menu and then bringing it back to fan fare once a year. People go ape#### over one mediocre product and talk about it on social media/make special trips to the fast food joint, etc.
In fact probably the only time I see any sort of fast food discussion these days is the "it's baaaaack!!!!" items.
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