Trends in the restaurant industry are changing thanks to the influence of fast casual restaurants. Establishments like Chipotle, Taco Del Mar, Five Guys, and Panera Bread, to name a few, are taking the industry over by storm. So, what’s the big deal? Why are these types of restaurants becoming “the” places for dining out?
What is Fast Casual?
Let’s first define what encompasses the fast casual trend. The term fast casual comes from the joining of “fast” food and “casual” dining because it offers elements of both. It is a type of restaurant that offers a higher quality fast food experience with fresh ingredients in a more modern upscale atmosphere. Front counter service is available to place an order, pay, and retrieve food, followed by customers taking a seat in a dining area that is free of any table service. When placing an order, customers are often offered an interactive experience where they can choose exactly what they want from a visual array of additions, ala Chipotle. It’s customization at its finest! Meal prices at these establishments tend to range from $8 and $15 with payment up front and a minimal wait time.
Customers are changing.
That all sounds great but why is the growth of fast casual restaurants seemingly outpacing other restaurant concepts at an incredibly fast rate? Well, it all comes down to the fact that consumers today are different than those of past decades. In our very fast paced world of cell phones and instant access to the internet, consumers are becoming accustomed to having information and choices available at their fingertips; they want what they want and they want it right now. In other words, people want fast customization especially when they are hungry. And, who wouldn’t? Having fresh, healthy options that you choose and can eat in a matter of minutes is becoming the norm.
Competition is fierce!
With the rapid growth of fast casual restaurants, established restaurants are finding that it’s not easy to compete. McDonald’s is one such establishment who has reported a disappointing global decrease in sales as well as in guest traffic with these new customer demands. Due to these declines, even the industry leader in fast food is realizing that they need to make changes to fulfill the desires of their customers. So, what can you do as a restaurant owner do to maintain a strong business presence while co-existing with this new fast casual trend?
Where do you stand and what can you do to compete?
First, answer this. Are fast casual restaurants your competition? If fast casual restaurants aren’t directly in competition with the type of restaurant that you fall under, then you shouldn’t have much to worry about. Keep doing what you are doing and do it well. Maintain excellent customer service, quality menu items, and a clean and friendly atmosphere. There are still diners who want to be served at a table, don’t mind waiting for table service, and might not always be in the mood for the fast casual experience.
If you are in direct competition with the growth of fast casual restaurants, you have one of two options. You can jump on the bandwagon and adopt some of the ideas from the fast casual trend to implement in your restaurant or you can stick to your niche and do it well.
Many well-known restaurants are trying to adapt. Let’s stick with McDonald’s for example. Recent press releases have communicated a change in ways for this famous chain. McDonald’s will be transitioning to cage-free eggs, sourcing antibiotic-free chicken, and hormone free beef. They have already started to serve a new salad mix consisting of a blend of romaine, baby kale, and baby spinach, in addition to simplifying their menu. If you think that adapting to the fast casual experience like McDonald’s is the best way to respond, there are things you can do to make your restaurant more appealing. Add new adventurous flavors to your menu, incorporate fresh natural ingredients, and keep it healthy. To do this, try adding new gourmet sauces to your sandwiches or as a side. You can also replace frozen or processed ingredients with local sourced vegetables and meats. In addition, offer menu items that customers can run in and pick up quickly and don’t take as long to cook. If feasible, you could even give the interior and exterior of your restaurant a more modern upscale look offering a new arrangement that appeals to this trend.
If you implement these ideas, be sure to tell you customers about it! Use social media as an avenue to advertise to the masses. Pictures of new menu items, a new interior set up, or even added parking for quick to-go orders are all great ideas for Instagram. Twitter tweets and posts on Facebook that incorporate new hashtags or creative ways to let your customers know about the changes you made are imperative to encourage customers to test the new waters. But remember this. If you make all of these changes, be sure to stay true to your brand in the process. In other words, don’t forget the core values that you built your business on. Your goal will be to continue to keep your customer base happy while offering options that align with this new trend. Keeping these things in mind while changing the services you provide to your customers will keep your restaurant from getting lost in the hustle and bustle of this new fast casual world.
A final thought.
As time passes, trends change. Even in the restaurant industry. As you try to decide how or if your restaurant will respond to this new fast casual trend, ask yourself this one question. Will you opt to change to be “like” the best or will you just “be” the best? Your answer will guide you to success.