US fast-food chains including McDonald's that spent the second quarter battling to pull in price-conscious diners discovered discounts alone were no longer enough to keep them coming back. But results showed the strongest performers paired bargains with menu innovation, quality improvements and a smoother customer experience. The approach helped chains such as Yum Brands' Taco Bell attract budget-conscious consumers without resorting to blanket discounting across their menus. Taco Bell reported a 7% rise in same-store sales during the quarter, while global comparable sales at McDonald's rose 1.3%. It's about menu innovation," Chipotle CEO Scott Boatwright said.