** Analysts at Morgan Stanley flag that definition of value in the quick-service restaurant $(QSR)$ sector is changing and causing structural headwinds for traditional companies

** Morgan Stanley says the way consumers evaluate value is growing beyond drivers of price and portion size

** Adds that evolution is making QSR brands reconsider their customer proposition

** "This challenges the outlook for traditional QSR – but creates growth opportunities for newer fast casual concepts," says Morgan Stanley

** Downgrades DMP DMP.AX to "equal-weight" and slashes PT

** Maintains preference for Guzman y Gomez GYG.AX because of its positioning as early stage QSR brand; adds co has a long run of domestic growth

** Shares of DMP down 4.7% at A$20.3 while GYG edges 0.6% lower

** Brokerage has a A$41.9 PT on GYG and "over-weight" rating

(Reporting by Rishav Chatterjee in Bengaluru)

((Rishav.Chatterjee@thomsonreuters.com;))