Fast Casual Menu

Unlike casual dining restaurants, the fast casual restaurant industry did not see a drop in demand during the recent economic downturn. A fusion of quick serve and casual dining, fast casual restaurants feature healthier menu items, specialty foods, fresher ingredients, and improved atmosphere. The focus on healthier foods and a wider selection has spurred rapid growth in the industry, 7 of the top 10 fastest growing restaurant chains are fast casual.

Value:
Customers at fast casual restaurants are consumers looking for a cost effective dining experience that provides value for their dollars. The menus at these types of restaurants focus on healthier food options and feature fresher ingredients as well as a larger selection of customized menu items. High quality ingredients, specialty selections, and healthier food options are staples in the fast casual industry and are what sets them apart from the fast food industry.

Tofu Tacos with Chipotle Lime Ranch

Growth:
Last year, the fast casual industry saw an estimated 27 billion in sales. 2012 saw success stories in Smashburgers, Chipotle, and Panda Express, just a few of the fast casual restaurants that have joined the ranks of fastest growing restaurants. Just 10 years ago fast casual represented just 5 % of the quick serve industry that number has jumped to 14% today and is expected to continue expanding into larger markets as well as international markets.

Outreach:
The use of social media in the restaurant industry has expanded dramatically throughout the last few years. However, the fast casual restaurant industry has implemented and utilized these marketing channels with the greatest success. With the typical fast casual customer falling between 18 and 34 years old, social media has been an important advertising and promotions tool. Local special, underselling menu items, and contests are the most typical social media uses.

Atmosphere:
Fast casual restaurants place more emphasis on the overall atmosphere and feel of the dining area. Most of these types of establishments feature enhanced lighting, lively music, and colorful décor in order to create a more casual atmosphere.

Equipment:
Equipment used in fast casual restaurants varies depending on food type and what specialty products they provide. Cook and hold foodservice equipment is typically utilized in the kitchen area in order to better serve customers. With a focus on quality, many fast casual restaurants employ a warmer oven to serve hot and fresh products.