MT Magazine January/February 2026

THE INDUSTRY UPDATES ISSUE

TECHONOMICS

32

Between Blockbuster Events, You’re Not Cut Loose From Insights BY CHRIS CHIDZIK PRINCIPAL ECONOMIST

“Where’s the beef?” became a famous line following its first use in a 1984 advertisement where confused burger patrons were presented with a minuscule beef patty in a comically oversized bun. The ad was created by

explained, at least in part, by its resonance with consumers who were beginning to experience a mild resurgence of inflation after it had fallen from its extraordinarily high levels of a few years prior. Given current economic conditions, sellers of manufacturing technology who are searching for opportunities in a market characterized by divergent trends in customer industries and heightened uncertainty may also be tempted to ask, “Where’s the beef?” This article will showcase how AMT research services can provide members with concise, relevant, and timely industry updates when the next MTForecast conference is months away.

the burger chain Wendy’s to show how they offered customers more beef per sandwich than their competitors. In addition to steering hungry consumers toward Dave’s Classic Single, the phrase seeped into the American consciousness and, arguably, even helped secure a presidential nomination. The elevation of the question from a clever ad to a cultural touchstone can be