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But companies at the ICR Conference reveal the industry’s conflicting challenges regarding sales.

After a rare decline in same-store sales a year ago, the company started advertising and quickly recovered.

The week's big announcements, from completion of the Arby's-BWW merger to the newest wrinkles in Chipotle's turnaround plan, sometimes overshadowed small revelations with big implications. Here are a few of those tidbits you likely missed.