The structuring of authorial brands in the fast food market: Challenges and strategies

Abstract

This article analyzes the structuring of author-driven brands in the fast-food market, focusing on the challenges and strategies that sustain identity, differentiation, and recognition in a highly competitive environment shaped by rapid purchase decisions. The discussion shows that an authorial brand is strengthened when identity guides practical choices such as value proposition, menu design, service standards, and communication coherence, ensuring a predictable customer experience. The findings highlight the central role of digital presence as a showcase and a space for public validation, where visual consistency, informational clarity, interaction management, and online reputation directly influence trust and perceived positioning. Operational challenges, including staff turnover, cost control, input variability, and dependence on delivery channels, are shown to affect delivery stability and weaken the brand promise, demanding managerial discipline and process standardization. The study concludes that authorship becomes a competitive advantage when treated as an integrated management and communication guideline, aligning identity, operations, and channels to sustain quality, reputation, and repeat purchase behavior, while enabling scalability with lower loss of consistency.