Final answer:
Quick-serve restaurants need to understand good publicity to establish a good reputation, attract repeat customers, and differentiate themselves from competitors, which is crucial for long-term success and the ability to charge premium pricing.
Step-by-step explanation:
Quick-serve restaurants need to understand the characteristics of good publicity because it is essential for establishing a good reputation which encourages repeat customers and recommendations. Restaurants with good reputations can command higher prices and instill less concern about receiving poor-quality products. Additionally, a strong reputation is a protective barrier against competition; other restaurants may attempt to mimic successful aspects such as unique menu items or sauces, whereas a strong reputation can be less easily replicated.
Visibility is also key in gaining and retaining patronage. By gaining positive media attention, a newer restaurant can quickly rise to prominence over more established competitors. Lastly, amidst a sea of competition, unique attributes such as special recipes or a consistent record of quality are forms of publicity that can distinguish a restaurant and solidify its market position.