EPIC.BLOG

One Symbol, Big Impact: What Our Study Uncovered About McDonald’s Menu Change

By EPIC Conjoint | June 25, 2025

In early 2025, McDonald’s decision to remove the dollar sign from menus made headlines. Prices remained the same, but the familiar “$” symbol vanished from…

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Lay the foundation for post-Covid19 success

Lay the foundation for post-COVID-19 success

By Matt Johnston | March 25, 2020

When asked, “What do you think about a recession?” Sam Walton, the founder of Walmart, responded, “I thought about it and decided not to participate.” Cost-cutting, discount pricing, and widespread…

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The importance of capturing customer motivation underpinning purchases

By Matt Johnston | November 25, 2019

Yet another cracking EPP European & Global Pricing Forum – the 14th edition – was organized and hosted in Brussels last week by Pol Vanaerde and his talented team. EPP…

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