Viewpoint March 2007
The Ascendancy of the Fast Casuals
by Bob Gershberg
Managing Partner, Dick Wray Executive Search
“Good food fast” was the slogan of a fast-casual concept I rolled out some years back with far less success than I had hoped. Fulfilling this need, however, is the very reason the segment has now hit its stride and will continue to flourish for years to come. As the American consumer palate becomes more sophisticated and discerning, and as life's pace continually quickens, the requisite high-quality food on the fly will persist.
Panera Bread has over 1000 units, Chipotle over 500, Buffalo Wild Wings 400, Qdoba Mexican Grill 300 and McAlister's Deli 200. London-based Pret a Manger has announced that it will be adding 28 new locations to its New York City market following a four-year hiatus. Brioche Doree, the 450-unit French-based bakery café chain, has hit the ground running in North America and will aggressively grow in major markets as well as in the non-traditional arena. Many casual-dining brands are developing and expanding fast-casual models California Pizza Kitchen's ASAP, Tony Roma's Fast & Casual, Wolfgang Puck Express and Bennigan's Grill & Tavern, to name a few. Fast-casual concept leaders with substantive brand equity in their respective markets such as la Madeleine, Noodles & Company and Red Brick Pizza are also planning future expansion. Meanwhile, it is clearly no coincidence that the new look of McDonald's smacks of fast casual. The fast-casual segment is here to stay, and the players who master its execution will celebrate years of success.
High-quality food and a well-planned atmosphere are helping certain players win the game in this segment. Any apparent bump in the road will come from dropping the ball on the service end. While the industry has proven that the consumer in this segment is willing to contend with the limited-style service characteristic, it is essential to note that this consumer will not accept poor or indifferent service. The value proposition must include better quality food, comfortable surroundings and darned good service. “Fat and happy” has no place in our industry. The oft-echoed mission to exceed expectations in every category must hit on all cylinders.
All the best,
