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Reaction to the sale in the burger chain’s home state demonstrates why the company is so successful there, says RB’s The Bottom Line.

The quick-service chain is offering unlimited original burgers and fries for $5.99 for a limited time.

Profitability concerns and more demand have led to a variety of strategies—and a broad sense that chains have to get this right.

Chuck Lipp, who has been with the company since 2003, takes over the job from Andrew DeWitt.