Upscale brands positioned as less luxury, more valuable

As the lingering recession puts “affordable luxury” restaurant brands into the “unaffordable” category for many budget-cutting consumers, such operators are being forced to spin the notion of value to reposition their products as indulgences to weather tough times.

Particularly in the once hotter-than-hot categories of gourmet coffee, frozen yogurt and upscale cupcakes, the playing field is rapidly shifting as consumers rethink how much they’re willing or able to pay for premium

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TAGS: Marketing News
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