Playing the Part

The limited-service restaurant industry has a legacy of colorful mascots, from clowns to kings, walking hamburgers to cookies with faces, and cartoon bears to a certain Chihuahua with a penchant for Mexican fare.
In its simplest application, a mascot can make a child’s birthday party more memorable. In more complicated terms, the return of a beloved mascot can cause consumers to, if not increase their spending at a particular fast-food restaurant chain, at least sit up and take notice of a