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Want fries with that? Why retailers need to re-think impulse categories

Once upon a time, when people visited McDonald’s, they commonly ordered a burger, perhaps a drink… and nothing else. Over time, McDonald’s execs realised that by asking one simple question: ‘do you want fries with that?’, they could substantially increase their sales. Today, ordering a burger and fries is so natural that it feels almost wrong to order a plain old burger alone. While food outlets have been running with the ‘fries with that?’ strategy for years, retailers have been s