Competition in the food service segment is also becoming increasingly fierce as restaurants look to attract diners from other types of restaurants in order to increase their own traffic. Competitors who have not kept up through menu innovation or by offering new services have felt the strongest pressure competitively. Restaurants that demonstrate innovation and creativity to improve convenience and service will be those that achieve differentiation from competitors. Moreover, those restaurants that are able to provide new concepts that can appeal to a wider variety of customers will also realize increased returns.