1.
The Fifth Act of Fast Casual
Paul Barron, publisher
Over the past 15 years since I coined the term “fast casual,” I have seen the segment of restaurant it describes go from
virtually nonexistent to become the fastest growing in the restaurant industry. So many concepts based on creativity,
passion and innovation have sprung forth in that time that, in essence, their collective emergence heralds the era of
Restaurant 2.0. I credit the spread of fast casual concepts across the nation for that reinvention of creativity.
In 2009, I visited my 610th fast casual concept. It was called The Cheese Course, in Weston, Fla. At the same time,
recalling the variety of brands I had experienced, I began to question my term. What, really, was fast casual? Were the
restaurants I was experiencing worthy of being called fast casual, whatever it was?
In its early years, even I mistook the segment’s pioneers as just new expressions of the quick-service model, believing
further that consumers would never really “get it” when it came to the differences between the latest representatives
and the more traditional ones. But when, in the 1990s, the segment congealed and consumers not only recognized but
embraced the differences, I came to my senses and began to respond in four critical acts.
First, I sought a corporate home for FastCasual.com, the Web site I had developed to begin covering the segment, and
I found a good one in NetWorld Alliance. Second, my partners and I produced a new industry event, the Fast Casual
Executive Summit. Third, we published the Fast Casual Top 100 and the Fast Casual Annual Benchmark Study. Fourth,
we built the Fast Casual Alliance, an industry group that could impact policy and influence the national restaurant scene.
This year, for the first time, the segment is included in the National Restaurant Association’s Annual Forecast Report.
More than 650 concepts in the United States call themselves fast casual. The global aspect of fast casual is emerging
and invading multiple continents. Most consumers really do understand the value proposition that fast casual brings
to eating out. And most of all, fast casual has built its own identity in an industry with more than 13 million people
employed and more than $580 billion in sales.
No wonder, then, so many operators want to launch fast casual concepts, or to identify their current ones as fast casual.
But it takes more than merely adopting the label to fulfill the promise of quality and atmosphere increasingly inherent in
it. We now have concepts that falsely believe they have crossed the bridge to fast casual, and some that just believe they
have been delivered to the Promised Land just because they say so. As a result, the integrity of the segment is threatened.
These realizations have led us to a fifth act in the evolution of fast casual, which is to refine the application of the
term itself. First, the definition. A fast casual concept is one that creates a unique value and quality experience, with
gourmet-level food or drink, that delivers an interior that wows the guest, all at a price that is driven by value. Second,
the culling of concepts that meet the definition. You will see the results in this edition of the Top 100, where many
concepts that might have made the list last year were deemed outright ineligible after the application of the standard,
or that were close enough to be called wannabes.
We have a major responsibility not only to the operators who have sweated the details to create a fast casual concept,
but also to the customers who have come to associate the term with a high-level, very specific type of dining experience.
Please, then, understand our new focus, and contact me anytime with objection or reasonable argument about why a
concept should be — or, for that matter, should not be — considered fast casual. I would welcome the dialogue.
Dine tastefully,
Paul Barron
Publisher
Twitter.com/paulbarron

2.
1 Mooyah 11
Dallas / No. of units:
Twitter: @mooyahburger
Photos courtesy of Mooyah Burgers & Fries
Todd Istre was walking around the enjoy the experience. As brand
International Franchise Association builders, we’re storytellers as well.”
show floor when the idea hit to start
a burger franchise. As owner of The brand’s redesign included
Boudreaux’s Cajun Kitchen, Istre had a new color palette intended to
restaurant-industry experience, but he capture an essence of creative
was in Las Vegas to either franchise magic. It also incorporated
the brand or create another concept to into the design the now-
grow nationwide. iconic Mooyah cow wearing
sunglasses. Other enhancements
When he returned to Dallas, he called include a coloring wall for
good friend Rich Hicks. The two children and the Moofinder,
discussed the possibility of a burger a post that features several
franchise, and in 2007 the first Mooyah adjustable viewfinders that pass
opened its doors in Plano, Texas. on the Mooyah story.
Over the next two years, another five
locations opened, and by 2009 Hicks “People say they’ve never seen
and Istre were at a turning point. That’s anything like it and that’s so critical,”
when they brought in former Freebirds Hixon said. “There are a lot of burger
president Alan Hixon, who agreed to places out there, but you want to
take the Mooyah helm. hear ‘I haven’t seen anything like this
before.’ Those are the magic words.”
In his short year as president, Hixon
has led a revitalization charge that has Hixon said the company plans to
given Mooyah new life. The company double in size in 2010 and is close to
opened eight new locations in 2009 signing its first deal with a developer
and completely revamped the brand’s outside the state of Texas.
look and feel.
“We’ve created an environment that
“We wanted to create energy and people really appreciate,” he said. “I
magic within the four walls and truly have kids in my neighborhood that
tell a story,” Hixon said. “Now, we want now come up to me and tell me about
to create an entire experience that is their Mooyah experience.”
entertaining. It’s all about having fun,
making people smile and having them — Valerie Killifer
FASTCASUAL.COM 3

3.
2 Genghis 40
Dallas / No. of units:
Twitter: @genghisgrill
Facebook: Genghis Grill
Genghis Grill president and CEO
Grill
Mongolian stir-fry concept. That Top 100.
Genghis Grill
Al Bhakta saw the potential for the brings its total to 40 stores in 11 states. Customers like the “Build your own
ethnic/Asian segment when he and his In 2010, the company hopes to open bowl” experience in which they can
partners in The Chalak Group purchased 20 more, Bhakta said. choose their protein, seasonings,
the Dallas-based brand in 2004. vegetables, sauce and starch — then
“(The market) needed someone who have their fresh-cooked meal brought
Members of The Chalak Group have has a good concept to grab that business,” to the table. The brand’s loyal fans
been able to take Genghis Grill to the Bhakta said. “We’ve grown every year also enjoy posting their favorite
next stage of growth. The company so we feel we made a good choice.” bowl choices on the Genghis Grill’s
added 14 units in 2009 — a 70 percent Facebook fan page. Genghis also
rate of growth for the The concept’s rise also helped propel courts to-go orders with its online
the brand to No. 2 this year, up from ordering.
Fast Casual’s Fab 50 listing in 2008, the — Christa Hoyland
“ones to watch” segment of the annual
3
The concepts represent rock star or
emerging categories in the industry
Beautiful Brands and will propel the company into
Tulsa, Okla.. / No. of concepts: 14 one of the largest franchisors in
the segment, with BBI’s signature
concepts, Camille’s Sidewalk Café and
FreshBerry, as the role models.
Beautiful Brands International
(BBI) earns a spot in Fast BBI founders David and Camille
Casual’s Top 10 because the Rutkauskas opened their first Camille’s
company continues to make in Tulsa in 1996, in a tiny mall-based
smart moves in building sandwich kiosk. Now, the brand has
its franchise portfolio. In more than 900 territories in development
FreshBerry 2009, the company added in 38 states and on four continents.
10 concepts to its fold that
range from fast casual salad to “The next one to three years will
casual comfort food, including Greenz, consist of opening new stores and
The Crusty Croissant, Sonny Bryan’s continuing to bring new restaurants
Smokehouse, Kyro Pizza and In the Raw. under the Beautiful Brands umbrella,”
Rutkauskas said. “We want to be one
The company also is developing three of the leading restaurant development
other concepts into franchise chains, companies in the world. We’re
including company-owned Rex’s definitely not going to limit ourselves.
Chicken, a legendary eatery in Tulsa; We want to grow our company, and we
St. Michael’s Alley, a Palo Alto, Calif., have the staff in place to do that.”
casual bistro; and Le Beau Roulleau, a — V.K.
crepe concept.
Camille’s Sidewalk Café
4 FASTCASUAL.COM

4.
Pizza Fusion
Fort Lauderdale, Fla. / No. of locations: 19
Twitter: @PizzaFusion
Facebook: Pizza Fusion 4
use organic ingredients,
but also strive for holistic
But these stipulations don’t preclude
the company from offering innovative
sustainability, with an and delicious pies. Part of its success
efficient, green interior, comes from its all-natural and organic-
fair employment laws and sourced meats, veggies and cheeses
hybrid delivery vehicles. that go on its pizza and in its salads,
Pizza Fusion sandwiches and wraps. Even the sodas,
They’ve come a long way wine and beer Pizza Fusion offers are
This Fort Lauderdale-based chain has since their initial Florida either local, organic or both.
pioneered the green subgenre within days. In 2009, the company’s fifth unit
the pizza category. It’s less than four in Atlanta became LEED certified Pizza Fusion has a total of 19 stores
years old, but last year the concept for its eco-minded interior, which and opened its first international
truly arrived. included the recycled concrete and location in Saudi Arabia last
glass, eco-friendly paint and other November. As of our publication
Pizza Fusion was started in July 2006 recyclable materials used in many deadline, the company was on the
by Vaughn Lazar and Michael Gordon, Pizza Fusion locations. At the end brink of opening a store at a military
both already savvy businessmen with of last year, About.com honored the installation in Arlington, Va., the first
green-slanted enterprises. It was only company with an award for “Best of a handful of nontraditional location
natural, then, that they’d start a store Green Retailing Practices in the U.S. openings with the Compass Group.
that continued the theme. Their Retail Industry.”
joint pizza venture would not only — Jennifer Litz
5
Rubio’s
Rubio’s/ No. of units: 190+
Carlsbad, Calif.
Twitter: @Rubios_BeachMex
Facebook: Rubio’s
When Ralph Rubio
and his father launched Dan Pittard, Executives
Rubio’s Fresh Mexican Rubio’s continued
Grill in 1983, fish tacos were almost president and to work
unheard of to consumers outside of CEO, said at the with several
Mexico. But while on a college spring time of the buyout offer. “We offer company
break trip to the Baja village of San an attractive, casual ambiance and suppliers to
Felipe, Rubio stumbled upon what has menu selection at prices significantly create low-sodium versions of menu
now become the restaurant’s signature below casual dining price points. items. The change stemmed from
menu item. Our market research confirms that a California’s passage of menu-labeling
growing number of guests understand legislation, designed to put a spotlight
In 2009, Rubio’s ended its third quarter this value proposition, and we believe on menu items’ nutritional content.
debt free, and passed on an $80 we are very well-positioned now and
million buyout offer received from an when the economy improves.” “The beauty for us is we already have
investment group headed by one of its low-calorie options, and when you
largest shareholders. In addition to the successful launch of add the low-sodium aspect we’re even
its limited-time All-American Taco, better off,” Rubio said.
“We believe that Rubio’s continues to the company continued with its efforts — V.K.
have a winning strategy for fast casual,” to offer healthier menu items in 2009.
FASTCASUAL.COM 5

5.
6
Entrepreneur Magazine dubbed 2009
FirehouseofSubs
Jacksonville, Fla. / No. units: 370
Twitter: @Firehouse_Subs
Facebook: Firehouse Subs
worked for restaurants
as the “Year of the sandwich”, and throughout Jacksonville,
perhaps no sandwich concept had a Fla. The brothers used
better year than Firehouse Subs. the credit card of Chris’
mother-in-law to get the
Founded by brothers Robin and Chris concept off the ground
Firehouse Subs
Sorensen in 1994, the concept’s menu and stayed on at the local
is based on the offering of quality fire department to help
sandwiches steamed (not toasted) to get the credit card paid Their hard work and dedication has
perfection. off, which they were able to do eight paid off. In 2009, Firehouse Subs
months after opening the first location. opened 38 locations in the markets of
When the brothers, who were firemen, Alabama, Arizona, Colorado, Florida,
first came up with the idea, they had “We were so focused,” Robin Sorensen Georgia, Missouri, North Carolina,
no money and no restaurant-industry said. “We were so excited and confident South Carolina, Tennessee, Texas and
experience. So for two years, Chris, by this idea. I just never, for one Virginia. They also signed 26 new
who was 24 years old at second, thought we wouldn’t be individual franchisee agreements.
the time, successful.” — V.K.
7
Au Bon Pain “Last year (2008), as the great
Boston / No. of locations: 250+ recession hit, things changed,” Morelli
Twitter: AuBonPain said. “Consumer buying behavior
Facebook: Au Bon Pain
worldwide has changed. We spent a
lot of 2009 trying to figure out what
is going on, where is this consumer
Au Bon Pain was our top mindset nowadays and how do we
2008 mover and shaker react.”
and we still think the
chain deserves to be in In addition to shifting the focus of its
our top 10. brand mission, Au Bon Pain executives
decided the menu should reflect less
In 2009, the company trendy menu items. And last year, the
revised its brand company launched Demi sandwiches
mission and essence for $3.99. The grab-and-go sandwiches
to cope with the are available with a variety of meats
economic recession and can be paired with soup or a small
and to reflect salad and are a nice addition to the
Au B on Pain “something simple company’s Portions menu, launched in
and something 2008.
our field can — V.K.
understand,” Au Bon Pain CEO
Sue Morelli said.
6 FASTCASUAL.COM

6.
8 9
Einstein Zoup!
Bros. Bagels Southfield, Mich.
Lakewood, Colo. No. of locations: 24
No. of locations: 180+ Twitter: Zoup_Soup
Twitter: Einstein_Bros Facebook: Zoup!
Facebook: Einstein Bros. Bagels
There is a great benefit to being a
bagel-and-coffee deli: You cater Zoup!
directly to the rushed business
executive’s diet. Zoup! has been around since 1998, The company’s emphasis on
but it didn’t start gaining speed for consumer choice and health has
“When dining management groups a couple of years. In the last few, made it especially popular, and the
decide which brands they want in however, it has made up for lost time, store opened three new locations
their facilities, we are increasingly at least in terms of brand recognition. in three states in 2009 — putting it
becoming a top choice,” said Jeff at roughly 24 units at our time of
O’Neill, chief executive officer of A master of differentiation, the publication. It has recently turned
Einstein Noah Restaurant Group Inc., concept has made headway with its toward nontraditional locations,
the brand’s parent company. “We 12 always-rotating soup varieties, having opened at Airport Center in
are a strong concept for reputable each made completely from scratch, Hanover Township in August 2009.
organizations such as ARAMARK, and always including at least one
Sodexo, Compass Group and AAFES — J.L.
low-fat, vegetarian, dairy-free and
because we offer quality, freshness and spicy option. Their homemade stock
convenience where portability and is made from triple-distilled water.
10
affordability are essential.”
But professionals aren’t the only ones
that go for this model of higher-scale
food in a fast casual business model.
Students love it, too, and the company Fast Casual Alliance
has capitalized on that fact. LinkedIn: Fast Casual Alliance
In the fourth quarter of 2009, Einstein
Bros. Bagels opened 31 licensed As the founders of the Fast Casual council fits into the NRA’s new
locations in a variety of venues, Alliance, we were hesitant to include strategic initiative to better unite the
including universities, health-care the organization on our list of movers restaurant industry as a whole. And
facilities, military bases and corporate and shakers, not to mention to rank it’s the first industry council of its
headquarters. In 2010, the company it in the top 10. But our panel was kind for the NRA.
plans to exceed its 2009 openings for convinced the Alliance had one of
another record year. the best and brightest years in 2009, “In a year that was highlighted by
— J.L.
and was instrumental in pushing the unprecedented economic conditions
segment forward. the Fast Casual Alliance grew and
. Bagels
continued to spread the word about
Einstein Bros
After close to three years as a small serving great food that is affordable,”
group consisting of passionate fast said FCA president Louis Basile.
casual operators, the Fast Casual “I believe the overall value that our
Alliance will reside under the segment provides for the consumer
NRA umbrella as the Fast Casual is something very special. I am very
Alliance – An NRA Industry excited about the opportunities and
Council, it was announced challenges we face together in 2010.”
Sept. 15. The creation of the
— V.K.
FASTCASUAL.COM 7

7.
11. Smashburger salsa bar and more than 50 varieties maximizing the guest experience in
Denver / No. of units: 44 of hot sauce. In August, the company addition to its quality food has landed
Smashburger, a self-described “better also hired former Starbucks director of the chain at No. 13 on our list, up from
burger” concept, was founded in new store development Angela Kenyon No. 79 last year.
2007 by private equity and concept- as its new VP of development. Kenyon
development firm Consumer also has worked with brands such as
Dunkin’ Brands and Burger King. 14. Jason’s Deli
Capital Partners. The company has Beaumont, Texas / No. of units: 215
already sold franchise agreements
Rusty Coco, who co-founded Jason’s
for more than 275 locations around 13. Vapiano Deli in 1978 with three partners, has
the country. In 2009, Smashburger McLean, Va. / No. of units: 42 worldwide
been on a mission in recent years to
signed development deals for Las The hip, urban and sleek Vapiano make the neighborhood deli chain’s
Vegas, southwest Utah, Chicago has brought European fast casual menu healthier. Since 2005, Jason’s has
and Oklahoma City, among several dining to the U.S. market as it expands eliminated trans fat and MSG from
others. It also caught the eye of Dallas around the world. The Germany-based its entire menu, and high fructose
Cowboys lineman Leonard Davis, concept offers a Northern Italian corn syrup from everything except its
who signed a 30-unit deal to franchise dining experience with a menu of fountain beverages.
the company through BIGG Capital pizza, pasta and salad. The gourmet
Holdings LLC. chain’s focus on
15. California Tortilla
Rocksville, Md./ No. of units: 38
12. Lime Fresh Smashburge
r
Mexican Grill From its secret password day to its
Miami / No. of units: 5 “Get In On It” social media promotion,
California Tortilla continues to raise
Restaurateur John Kunkel
the bar on creative marketing efforts
opened the first Lime Fresh
that work. In 2009, the company
Mexican Grill location in 2004
introduced a children’s activity book
after selling another concept
and saw a 32 percent daily sales
he founded in South Beach,
increase during its May 20 Pop-Tart
Fla. Lime Fresh restaurants
Day promotion. In all, more than
feature fresh food prepared
20,000 Pop-Tarts were given away
in-house daily, a homemade
across the company’s 38 locations.
16. Panera Bread
Richmond Heights, Mo. / No. of units: 1,362
Panera Bread Co. operates restaurants
under the Panera Bread Co., St. Louis
Bread Co. and Paradise Bakery &
Café names. The company, founded in
1981, is widely recognized for driving
the nationwide trend for specialty
breads. Last year, the company was the
industry darling because of same-store
sales increases that seemed to defy an
economic recession. Even though CEO
Ron Shaich is stepping down this year,
his formula for success is what keeps
Panera Bread rising.
Lime Fresh Mexican Grill
8 FASTCASUAL.COM

8.
Chipotle
17. Qdoba Arlington, Va., 19. Chipotle
Denver / No. of units: 510 in 1986, serving Denver / No. of units: 911
In addition to the launch of a hamburgers When Steve Ells
revamped kids’ menu in 2009, Qdoba made with launched Chipotle
raised $25,000 for the Starlight fresh, never Mexican Grill in 1993,
Children’s Foundation, as part of the frozen ground the concept was supposed
company’s Qdoba Qmmunity online beef. In fact, to be a holdover until Ells,
promotion. The campaign marked there are no trained in French cooking,
Qdoba’s first campaign with Starlight, freezers in could launch his “real”
an international charity dedicated to Five Guys restaurant. But Chipotle
helping seriously ill children and their restaurants, only coolers. was a force all unto itself
families cope with the illness. Qdoba The company touts the fact that and its early-days success caused Ells
also opened its 500th location last year there are more than 250,000 ways to to rethink his plan. Built around the
and announced a three-year deal with order a burger in its restaurants. Five motto “Food with Integrity,” the fast
the Boston Red Sox. Guys consistently topped consumer casual burrito behemoth has achieved
“best of ” polls in 2009 and even year-over-year revenue growth. It
captured the heart (and stomach) of ended 2009 with $1.13 billion in
18. Five Guys President Barack Obama, who made revenue, a 14.6 percent increase over
Lorton, Va. / No. of units: 450 a surprise lunchtime visit in June to a the prior year.
Five Guys opened its first restaurant in Washington, D.C., restaurant.
FOOD TREND OF 2009: KiDS’ MEALS Café, Fazoli’s and a host of other chains offered the same deal, with
Boston Market extending the promotion to include two children per
A renewed focus on offerings for children defined family.
many a fast casual menu in 2009. By Valerie Killifer “We know that times are difficult, and when we welcome families
into our restaurants, we want to offer them the best meal at the best
price possible — in this case, as free as possible,” said Lane Cardwell,
While quick-service chains have predominantly held the market in CEO of Boston Market, in a September news release. “If you’re a
regard to offerings for children, fast casual operators used 2009 to go single parent or adult dining alone with two kids, that shouldn’t be a
after this small but popular customer segment. barrier to a great deal.”
Chipotle and Bruegger’s launched kids’ meals last year while As far as demographics are concerned, it’s a good thing fast
Qdoba revamped its children’s menu. casual operators are targeting the younger generation now.
When Bruegger’s launched its children’s menu in August, the Based on a December 2009 NPD report, over the next decade,
company was making an effort to reach an important demographic, future kids under 10 years of age are expected to have more
Bruegger’s CEO Jim Greco said. influence on the top five food groups expected to increase in
With children being served same-sized portion items as consumption: salty/savory snacks, easy meals, center-of-
adults, and with no real menu offering catered just to them, plate proteins (i.e., meat entrees), sweet snacks/desserts
the Bruegger’s executive chef went to work creating grilled and heat-and-eat breakfasts.
cheese and peanut butter sandwiches specifically targeted “As the different generations age over the next
to children. decade, corresponding changes in their life stage will
The company’s grilled cheese and peanut butter have a major impact on what and how they eat,”
offerings also come served on a whole wheat bagel, said Ann Hanson, author of the report, “A Look into
speaking to the trend not only of having a the Future of Eating”, and director
children’s menu, but also of creating one of product development at NPD.
that highlights healthier and right-sized “Understanding the effect of aging
options for children. on the various generations’ eating
In addition to launching a kids’ menu habits and preferences helps food and
last year, Chipotle also offered a free beverage companies develop long-
kids’ meal promotion. And it wasn’t the range plans in terms of their overall
only one. product portfolio, positioning and
Boston Market, Tropical Smoothie innovation.”
FASTCASUAL.COM 9

9.
20. La Madeleine 23. Bruegger’s 25. Wow Bao
Dallas / No. of units: 60 Burlington, Vt. / No. of units: 296 Chicago / No. of locations: 3
While the ambiance at La Madeleine is Despite the nation’s economic Known for its hot Asian buns, Wow
what guests find inviting, it’s the food downturn, Bruegger’s opened 158 Bao has developed a reputation for
that keeps them coming back again locations in 2009, through both serving steamed potstickers, otherwise
and again. With menu items such as organic growth and the acquisition of known as a Chinese dumpling. Wow
Tilapia Rustique (tilapia simmered in the restaurant holdings of Timothy’s Bao is part of the Lettuce Entertain
Chardonnay and sun-dried tomato World Coffee. Bruegger’s also opened You family and features a menu that
pesto) and Strawberries Romanoff its first unit in Rhode Island, marking includes Pad Thai salad, soups and
(strawberries topped with a brandy the company’s presence in 25 states rice bowls. The dumplings are so full
sour cream sauce), La Madeleine and the District of Columbia. The of flavor, Gourmet Magazine’s David
elevates the fast casual dining chain also launched its first-ever kids’ Tamarkin named Wow Bao one of the
experience and turns the ordinary into menu and opened its fourth airport eight great places for dumplings in
extraordinary. location. Chicago in the May 2009 issue.
Bruegger’s
21. Charley’s Grilled Subs
Columbus, Ohio / No. of units: 400
Charley’s Grilled Subs
founder Charley Shin got
his start in the restaurant
business working at his
mother’s Japanese/Korean
reastaurant in Columbus,
Ohio. It was on a family
trip to New York, where
Shin made a wrong
turn and ended up in
Philadelphia, where he
discovered the Philly
cheese steak sandwich.
That experience served
Charley’s Gr
as the inspiration for illed Subs
Charley’s Grilled Subs,
26. Garbanzo
which opened its 400th location in
January.
Mediterranean Grill
Denver / No. of units: 6
24.Wingstop Founded on the core concepts of
Dallas / No. of units: 435
22. Potbelly Sandwich Works healthy, fresh and authentic, Garbanzo
Chicago / No. of units: 200+ At the end of 2009, the chicken-wing Mediterranean Grill is generating
themed Wingstop reported its 26th buzz in Colorado and beyond with
What started out as a small antique
consecutive month of same-store sales the introduction of quality, fast casual
store on Chicago’s north side has
increases. Comparable store sales for Mediterranean cuisine. Founder Alon
turned into one of the fastest-growing
2009 increased 3.8 percent over the Mor has led the growth of the concept
sandwich chains in the United States.
previous year, while annual system- to six units at the end of 2009, and
In 2009, Potbelly built upon its record
wide sales reached $306.7 million. In plans are under way for six more to
estimated sales growth of $255 million
2009, the company opened 45 new open in 2010. The concept also has
in 2008. It also launched the Potbelly
stores, including its first international launched a franchise effort to grow in
Skinny line of sandwiches and Potbelly
restaurant in Mexico City. It has other regions of the country, including
BIGS, smaller and larger versions of its
announced plans to open another 69 the Midwest and Northeast.
Originals.
locations in 2010.
10 FASTCASUAL.COM

10.
The Dirty Dozen
The fast casual industry quickly filled
a niche in the restaurant industry when
it offered consumers a level of quality
27. McAlister’s Deli and experience above quick-service
Ridgeland, Miss. / No. of units: 270+
while still focusing on convenience.
More than 150,000 cups of sweet Consumers have gravitated to the better
tea can’t be wrong. That’s how many service model, trading up from QSR and
down from casual dining. And brands in
glasses of its signature sweet tea
those segments have taken notice.
McAlister’s Deli handed out during Captain D’s Seafood Kitchen has
its July 23 Leave Sweet Tea to the Pros focused on improving its food quality
promotion. The day was supported and dining experience in order to
by a viral media campaign that transition into the fast casual space.
incorporated both Facebook and four- Other QSRs like McDonald’s have
noted fast casual’s menu success and
walls marketing materials. According
found it feasible to focus on premium
to a consumer survey, 6 percent of menu items.
promotion participants were first-time
guests. The company also announced
30. Zaxby’s Below is a list of the 12 brands
FastCasual.com sees as the top
Athens, Ga. / No. of units: 490+
plans to open 10 locations in central wannabes, brands that have either
Ohio over the next two years. Zaxby’s opened 35 new locations in launched fast casual spinoffs or tried
2009 and introduced the Chicken to transition to the segment’s modus
operandi. In alphabetical order:
Parmesan sandwich in the third
1. Baskin-Robbins - QSR ice cream
28. Bean Sprouts quarter. The company also tested a chain with fast casual spinoff of a
Middleton, Wis. / No. of units: 1 line of milkshakes that will roll out handful of B-R Express units
Bean Sprouts is a parent’s paradise. The systemwide this year. Its successful 2. Black-eyed Pea - Casual dining
“Indescribably Good” advertising chain with single-unit fast casual
hip and healthy café is devoted entirely
Black-eyed Pea Express
to kids, earning it a designation as campaign continued in 2009 with
3. Buffalo Wild Wings - Casual
the ultimate kids’ café. In addition to spots featuring Paul Teutul Sr. and dining fast casual hybrid
child-friendly menu items (even baby Michael Teutul from Orange County 4. Burger King - QSR burger chain
food), the café hosts cooking classes Choppers, Olympic gymnastics coach recently launched upscale
and tea parties exclusively for kids. Béla Károlyi, actors Fred Willard redesign and Whopper Bar
concept that it says will rival
The owners have a book coming out and Paul Sorvino, Paige Hemmis of casual dining
in spring 2010, “Bean Appetit: Hip & “Extreme Makeover: Home Edition”, 5. Burgerville - QSR burger chain
Healthy Ways to Have Fun with Food.” “Dancing with the Stars” judge Bruno with elevated menu experience,
They also are working with a national Tonioli, and sports stars Mike Ditka, focusing on locally sourced foods
television network for a syndicated Herschel Walker and Terry Bradshaw. 6. Captain D’s - QSR seafood chain
show due out in late 2010. that improved its menu and is
undergoing a reimaging program
7. Culver’s - QSR burger chain that
31. Corner Bakery Café offers made-to-order meals and
29. Tender Greens Dallas / No. of units: 115 homemade frozen custard
Los Angeles / No. of units: 4 8. El Pollo Loco - High-end QSR that
Corner Bakery Café ended 2009 with
Tender Greens has placed an emphasis delivers on better quality food
a bang, establishing a partnership but focuses on quick service,
on using locally sourced products for with S&B Development Inc. to open especially at the drive-thru.
menu items such as Chipotle Barbecue 11 franchise-operated locations 9. iHOP - Family dining pancake
Chicken and Grilled Flatiron Steak. in San Diego, Calif., by 2016. The chain with fast casual spinoff
The company takes its commitment to deal continues a trend of aggressive IHOP Express
environmental responsibility seriously. 10. McDonald’s - QSR burger leader
expansion. In October 2006, CBC keeps improving the in-store
Its new Hollywood, Calif., location
Restaurant Corp. launched a strategic experience and adding
features reclaimed and recycled
franchise development program premium items to menu
materials, acid-stained sealed concrete 11. Pollo Campero - QSR South
designed to attract potential franchise
floors, skylights and original artwork. American chicken chain with
All wood surfaces are certified by the partners. With the S&B Development
made-to-order menu items
Forest Stewardship Council and/or Inc. partnership, CBC Restaurant 12. Raising Cane’s - QSR chicken
LEED. Tender Greens also has installed Corp. has a total of 125 committed finger chain featuring fresh,
an Ever Pure water-filtering system and new franchise locations, more than premium ingredients for its
doubling the current Corner Bakery menu of fried foods
plans to do away with all bottled water
and soft drinks by the end of 2010. Café system.
FASTCASUAL.COM 11

11.
34. WOW Café if customers bring in their own bowl,
and Wingery they can even get it washed and filled
Covington, La. / No. of units: 53 with their order.
In 2009, WOW Café and
Sodexo collaborated to 37. Fazoli’s
open 10 campus locations, Lexington, Ky. / No. of units: 250
with additional units set to Fazoli’s president Carl Howard hit
open in 2010. In addition, the ground running when he took
WOW Café and Wingery over at the chain’s helm in 2008. The
has continued to expand its company launched a new menu and
menu and offers several new has continued to test new product
dishes that are inspired by its lines that are expected to debut this
Saladworks
17 proprietary sauces. WOW year. The company also has three new
Café and Wingery boasts 53 locations, locations under construction, marking
32. Saladworks and the restaurant expects to grow to the first new stores Fazoli’s has opened
Conshohocken, Pa. / No. of units: 98
75 units across the country in 2010. in more than four years.
When John Scardapane launched
Saladworks in 1986 in the Cherry
Hills, N.J., mall, he was told more than 35. Farmer Boys
Riverside, Calif. / No. of units: 67
once the concept wouldn’t last. But
when the salad store started to outsell Between July and October of
the mall’s burger and pizza franchises, 2009, Farmer Boys was ranked by
he knew consumers were hooked. RestaurantChains.net as the third
Saladworks continues to widen its fastest-growing fast casual brand,
girth. In 2009, it opened the first of 15 opening six out of its 67 locations
locations slated for the Washington, during the period. Farmer Boys
D.C., area. It also was named as the restaurants are found in southern and
nation’s No. 1 salad franchise for 2010 central California and Nevada. The
by Entrepreneur Magazine. restaurant is known for its award-
winning burgers, monster-sized
onion rings and crispy zucchini,
33. Boloco prepared exclusively with farm-fresh Fazoli’s
Boston / No. of units: 16
ingredients. The first store opened
John Pepper’s Boloco (short for Boston in 1981 and launched its franchise
program close to 20 years later.
38. Cowboy Chicken
local) reigns supreme with native Dallas / No. of units: 3
Bostoners and guests. Boloco was
the first chain of restaurants in New Since 1981, this popular Dallas
England to become certified green 36. Freshii franchise has roasted chicken over a
by the Green Restaurant Association.
Chicago / No. of units: 16 hickory wood-burning fire, providing
And the most popular of its latest The concept that started in Toronto a healthy alternative to its fried
initiatives in sustainability are spent the better part of 2009 plotting competitors. Its award-winning chicken
naturally raised meats, potato starch its U.S. takeover. The company enchiladas, chicken salad sandwiches
utensils and bamboo bowls. Pepper signed agreements to open locations and homemade peach cobbler have
also has capitalized on the social media in Washington, D.C., New York been on the menu since Cowboy’s
phenom to further expand Boloco’s City, Boston, Philadelphia, Illinois, inception. And to appeal to the health-
word-of-mouth presence. Colorado and Wyoming, just to name conscious crowd, the concept added
a few. It also sold its first master fresh salads, grilled skinless chicken
franchise agreement for Eastern breast and nutritious sides such as
Europe. The company also is backed by steamed butternut squash, green beans
a self-proclaimed “green mission.” And and campfire veggies.
12 FASTCASUAL.COM

12.
39. Salsarita’s American vegetarian-fed beef. To Adams Restaurant Group, at the
Fresh Cantina wash it all down, Fuddruckers launched time the largest franchisee of Mama
Charlotte, N.C. / No. of units: 76 its Fudds Freeze. The new drinks blend Fu’s in the Raving Brands system.
Pepsi-branded soft drinks with the chain’s Since the acquisition, Mama Fu’s
In 2009, Salsarita’s opened four new
vanilla shake mix. The drink is then new owners have been busy. The
restaurants and signed agreements
topped with whipped cream and a cherry. company introduced a new prototype
for 28 more locations. This year, the
in February of last year and also
concept has plans to further close in on
restructured its menu. The efforts
its goal of having 100 units in operation. 41. Hot Head Burritos paid off. In September, the company
It currently has four under construction Dayton, Ohio / No. of units: 7
announced it was able to increase
in North Carolina, Texas, Kansas and Hot Head Burritos received national same-store revenue at corporate and
Puerto Rico. Salsarita’s ultimate goal is recognition when it was named by affiliate stores by more than 6 percent.
to open 200 restaurants by 2012 through AOL.com as one of the next big It also lowered startup costs and the
a combination of traditional franchise restaurant chains. The recognition unit level by 20 percent.
developments and partnerships with threw the seven-unit burrito chain
international foodservice agents into the national spotlight. Owners
Compass Group and HMS Host. Cynthia and Ray Wiley spent the 43. Greenz
Dallas / No. of locations: 3
better part of 2009 preparing the
40. Fuddruckers company’s franchise plan. Their work Since the beginning of 2009, Greenz
Austin, Texas / No. of locations: 227 paid off. In December, the company’s founder Cassie Caldwell has grown the
first franchise location opened in Troy, concept’s catering sales by 35 percent.
Fuddruckers made ordering easier for
Ohio. Thirty more units are expected She also struck up a deal with Equinox
its guests in 2009 with the launch of
to open this year. Fitness Center to open a scaled-down
its online ordering platform in select
version of Greenz in its Dallas fitness
markets. At least 12 Fuddruckers
center. Six months later, Greenz
locations were given online ordering 42. Mama Fu’s Asian Diner showed up on Beautiful Brands’ roster
capabilities, with more to follow Austin, Texas / No. of units: 13
of concepts to franchise and sell
suit this year. The burger joint
In March 2008, Mama Fu’s Asian worldwide.
also introduced its Fudds Prime,
Diner was purchased by the Murphy
a premium burger made with all-
TOP MARKETiNG TREND OF 2009: online conversations. The tools helped brands address customer
service issues and provided insight into what people were saying
SOCiAL MEDiA Brands looked to Facebook about their overall customer experience.
For 2010, look for brands to find more ways to use social media,
and Twitter to connect with fans. By Christa Hoyland
including the creation of branded video channels. A small handful
of restaurant chains already have a YouTube channel, and
In 2008, many brands were starting to experiment with social forward-thinking ones will use those sites for more creative branding
media as a way to build their marketing muscle, and by mid-2009 opportunities. The outlet has potential for a new form of restaurant
social media initiatives were being built into marketing strategies marketing, a la The Food Network. Instead of turning to cable,
across the industry. Facebook and Twitter were key to fast casuals consumers may soon be learning how to cook from their favorite fast
finding creative solutions to attract and retain a new kind of casual.
consumer. Those who find new ways to
Smart brands such as Red Mango used the sites to connect use social media will be ready
with customers, and actually sought and rewarded customer input for the next technology wave, said
and attentiveness. In November, Red Mango offered its 100,000 Adam Sarner, research director at IT
Facebook fans a $1-off coupon when its fan page reached that consulting firm Gartner Inc., which
follower milestone. The next month, the company asked its fans if specializes in social CRM.
they would visit more often if the stores offered a line of all-natural “The need to communicate
fruit and yogurt smoothies, and hundreds of fans posted enthusiastic (stays the same) but the
positive responses. technology and where people are
Brands also learned how to leverage the sites as effective going to communicate does change,”
customer service management tools. As more brands did so, a he said.
number of new technologies emerged to help track customers’
FASTCASUAL.COM 13

13.
44. Atlanta Bread effort. Freebirds participates by giving 49. zpizza
Atlanta / No. of units: 107 away free burritos to bikers who irvine, Calif. / No. of units: 92
Nearly two years ago executives at descend upon its Northgate location. Zpizza shed its borders and boundaries
Atlanta Bread, facing stymied growth in 2009 with the opening of three
and outdated interiors and menu international locations. The company
47. Schlotzsky’s Deli
items, made the decision to rebrand Austin, Texas / No. of units: 365+ now has three locations open in the
the concept. The process began in 2009 Middle East and one in Mexico. The
Schlotzsky’s Deli shifted its service stores mark the beginning of zpizza’s
as designers created a new interior
model in 2009 at the company’s journey into the Middle East and
look that made use of private seating
approximately 365 locations as part of Mexico, both important expansion
areas, comfortable sofas, a softer color
the brand’s refocus on the customer territories for the California-based
palette, updated artwork and new
experience. President Kelly Roddy chain. In all, the company, which
menu items. In certain markets where
said the new system has decreased opened its first location in 1986, has
the upgrade has been incorporated,
the number of customers who pick more than 400 locations planned for the
locations have had a 30 percent
up the wrong order and has improved United States, Middle East and Mexico.
upswing in same-store sales.
accuracy. The company also unveiled
its new tag line, “lotz better,” designed
45. Grand Traverse to reflect other changes taking place 50. Wildflower
Pie Company throughout the restaurants. The Bread Company
Traverse City, Mich. / No. of units: 17 shift occurred across all aspects of Scottsdale, Ariz. / No. of units: 11
restaurant operations — from an Wildflower Bread Company founder
The owners of Grand Traverse Pie
updated store design to enhanced Louis Basile has built his chain of
Company purchase more than
catering and customer service bakery-cafés around the premise of
1 million pounds of Michigan
programs. serving great food. Sandwiches include
agricultural products each year. While
its growth leveled off in 2009, the Roasted Sweet Potato on herb focaccia
company’s focus on supporting and braised beef on a grilled ciabatta
local suppliers is something to role, while Butternut Squash Ravioli
be commended. Since opening its and Spinach & Artichoke Lasagna
first location in 1996, owners Mike round out fresh pasta offerings. Basile’s
and Denise Busley have expanded attention to detail also can be seen
their pie shop to include a line of throughout every design element of
sandwiches, soups, salads and quiche. the restaurant. He also is planning to
The stores also sell “Make and Bake Pie open two new locations later this year.
mpany
Kits” that can be used for community Noodles & Co
fundraising efforts. 51. Sweetgreen
Washington, D.C. / No. of units: 3
46. Freebirds World Burrito 48. NoodlesNo. of units: 218
Broomfield, Colo. /
& Company Three Georgetown University students
Emeryville, Calif. / No. of units: 28 yearning for a more diverse selection
In addition to placing third on Parents of dining options decided to solve
Since being purchased by Tavistock
Magazine’s ranking of the best fast the problem themselves by opening
Group in 2007, Freebirds has opened
casual restaurants in 2009, Noodles Sweetgreen, a healthy fast casual
two new locations in its primary
& Company opened in several new concept offering all-natural salads
market of Texas. Five more stores are
markets during the year. Locations and frozen yogurt. Inspired by similar
slated to open in the early months
in Illinois, California, Colorado and concepts in Los Angeles and New
of 2010. In addition to the food,
Minnesota helped the brand grow its York, the trio refined their concept
customers have come to love Freebirds’
nationwide footprint. The company during senior year and then set out
innovative interior design and its
also launched its new signature to create a restaurant that combines a
support of community events such as
spaghetti and meatballs dish. The dish healthy meal with a healthy dessert.
Bike to Work and School Day, which They opened their first location in August
started in 1994 as a community wide was Noodles & Company’s first new
permanent menu addition since 2004. 2007 and two more locations in 2009.
14 FASTCASUAL.COM

14.
SWEET SIXTEEN 52. The Mixx
Kansas City, Mo. / No. of units: 2
55. italian Oven Café
West Palm Beach, Fla. / No. of units: 1
Owner Jo Marie Scaglia opened The There are fast casuals that serve Italian
Mixx in 2005 after observing the need cuisine and then there is Italian Oven
for a healthy fast casual alternative Café. The 3,400-square-foot restaurant
in a city where barbecue rules. The features a menu rich in olive oil, nuts,
Mixx allows its patrons to customize fruits and vegetables. Founder James
their own fresh salads and sandwiches Frye expected the restaurant to hit
from an extensive list of more than a first-year revenue of $1.7 million,
50 ingredients. The Mixx further based on a $9.50 check average. A
differentiates itself by using real dishes, menu favorite is the Heirloom Tomato
glass cups and metal flatware in an Tower, featuring fresh mozzarella,
With brands such as Red Mango,
attempt to minimize its carbon footprint. basil, field greens, sea salt, extra virgin
FreshBerry and Tasti-D-Lite changing olive oil and a balsamic glaze.
the sweet spot of fast casual dining,
we thought we’d pay homage to
53. Xoco
the concepts that provide indulgent
Chicago / No. of units: 1
56. Elevation Burger
delights in a variety of formats. From celebrity chef Rick Bayless Arlington, Va. / No. of units: 6
We start our list with ice cream comes Xoco (Mexican slang for In 2009, the first five Elevation Burger
innovators Ben & Jerry’s, which recently
“little sister”), a 40-seat eatery with a franchised locations opened and, as
launched flavors such as Mission
Marzipan, Maple Blondie and Triple
menu of Mexican street food such as of January 2010, 45 locations had
Caramel Chunk. And while ice cream Mexican hot chocolate, tortas, churros, been sold. Restaurants are planned
made a strong showing in 2009, the empanadas and caldos (meal-in- for the markets of New York City;
true winner of the dessert/yogurt/ a-bowl soups). Breakfast is served Coral Springs, Fla.; and Potomac, Md.
smoothie category was frozen yogurt, daily until 10 a.m., tortas are served The first international units also were
the sweet treat first made popular in after 11 a.m. and caldos are served sold with five locations set to open in
the early 1980s.
after 3 p.m. The restaurant also has Kuwait. The company is working on
Cupcakes also rose in popularity
during 2009. Because of this, we had
been awarded Leadership in Energy several new franchise deals around
to recognize the self-proclaimed and Environmental Design Gold the United States and in some limited
world’s first cupcake bakery, Sprinkles certification. international markets.
Cupcakes in Beverly Hills, Calif.
These “sweet 16” brands, listed Boston Marke
t
alphabetically rather than by rank, 54. Boston Market
stand out because of their upscale Golden, Colo. / No. of units: 530
atmospheres and quality ingredients, a
Change was in the air for
further testament to consumer demand
Boston Market in 2009 as it
for a unique dining experience —
regardless of menu offerings. named F. Lane Cardwell, a
1. Ben and Jerry’s member of P.F. Chang’s China
2. Bittersweet: The Chocolate Café Bistro board since 1999,
3. Cefiore as its new CEO. The chain
4. Cold Stone also expanded its menu
5. Finale Desserterie & Café
and formed a partnership
6. FreshBerry
7. Jamba Juice
with American Airlines to
8. Maggie Moo’s offer sandwich and salad
9. Marble Slab options on select flights
10. Pinkberry for $10 per meal. To help
11. Planet Smoothie ease the economic pinch, Boston
12. Red Mango Market launched a two-kids-eat-free
13. Spoon Me
promotion for families with children
14. Sprinkles Cupcakes
15. Tasti-D-Lite
ages 14 and younger.
16. Tropical Smoothie Café
FASTCASUAL.COM 15

15.
57. Moe’s Southwest Grill 59. Shane’s Rib Shack 61. Baja Fresh
Atlanta / No. of units: 400+ No. of units: 67 Cypress, Calif. / No. of units: 386
It’s been quite the year for Moe’s The year for Shane’s Rib Shack started Baja Fresh Mexican Grill began 2009 by
Southwest Grill. In an AOL Business with the announcement of its sale opening a new location in San Jose, Calif.,
survey, Moe’s was named as the to Petrus Brands, which purchased and closed the year with the unveiling of
next “It” concept by consumers. It both Shane’s and Planet Smoothie four new stores in Manhattan. In between,
also made junior-sized burritos a from Raving Brands. Just one month Baja Fresh expanded into the Las Vegas
permanent menu item and opened later, Shane’s opened a location in McCarran International Airport and
its first prototypical “green” location. Khobar, Saudi Arabia, through a deal Nashville’s Vanderbilt University Medical
The Williston, Vt., location has expected to bring 45 Planet Smoothie Center. Founded in 1990, Baja Fresh
been Leadership in Energy and and Shane’s Rib Shack restaurants to operates under a philosophy it calls “live
Environmental Design certified and six countries in the Middle East over fresh.” It offers only all-fresh ingredients
features locally sourced building the next five years. In the U.S., Shane’s and goes as far as to eliminate the use of
materials, low-flow toilets and a expanded into Georgia and South freezers, microwaves and can openers at
Freeaire management system for the Carolina, and continues to lead the all of its stores.
walk-in cooler. barbecue segment of fast casual dining.
Moe’s Southwest Grill
62. PAUL
Shack Croix, France / No. of units: 240 worldwide
Shane’s Rib
More than 300 French farmers plant
produce on more than 8,650 acres for
PAUL bakeries throughout the world.
The first location opened in France in
1889. Menu items include country-style
and fancy bread, croissants, pastries,
cakes and desserts, snacks and sandwiches,
and more than 5 million customers are
served every month. PAUL has four
locations in the United States — all
60. Penn in and around Miami. The shops are
Station designed like old-fashioned bakeries
East Coast and the bread is still prepared and
Subs cooked in full view of the customers.
Cincinnati, Ohio /
No. of units: 212
58. Jimmy John’s Penn Station East Coast Subs rolled 63. Panda Express
Champaign, ill. / No. of units: 970 Rosemead, Calif. / No. of units: 1,272
out five new Cold Deli Classic subs in
Founder Jimmy John Liataud has 2009 to complement its current menu Panda Express launched its Wok Smart
projected the sandwich chain will of twelve hot grilled-to-order subs. program in 2009 to educate guests
grow to 1,000 locations by the summer Following market testing in Louisville, about the wide variety of healthy-eating
of 2010. Differentiation and focused Ky., the new Cold Deli Classics was options available on the menu. Wok
positioning helped sandwich chains rolled out systemwide in all 212 Penn Smart identifies 18 sides, entrees and
such as Jimmy John’s grow in 2009. Station restaurants. Penn Station appetizers that are 250 calories or less
One way the company sets itself apart president Craig Dunaway said early per serving. The launch of Wok Smart
from other brands: It offers online results from the Louisville test back up tied in to last year’s menu labeling
ordering to its more than 200,000 independent consumer research recently legislation passed in several states across
Facebook fans through the social done by the chain. “Several customers the country. The legislation requires
media Web site. The company also have told me that once they tried a cold chain restaurants to display nutritional
continues to promote the convenience Italian sub, they ordered it that way a content for menu items. Panda Express
of its menu offerings through a variety second and third time. That tells me also launched its Sweet Fire Chicken
of delivery options. we’re on to something special,” he said. Breast menu item and its subsequent
national advertising campaign.
16 FASTCASUAL.COM

16.
64. Fatburger program in April that includes staples sub for a co-worker, a friend who
Santa Monica, Calif. / No. of units: 94 such as burrito bowls, tacos, salads was recently laid off, themselves or
and fresh-pressed tortillas. “This is a anyone else. At the same time, Quiznos
Fatburger has its sights set on
big year for Panchero’s. We’re entering remained focused on expanding its
expansion with six new stores set
new markets which will make the affordable offerings by creating its Flex
to open in the Los Angeles area in
brand visible to more people than ever Plan, a tiered product development
2010 and more than 40 international
before and through our social media strategy that allows for simultaneous
locations to open over the next several
strategies, we’ve gained fans in some of development of different products.
years. The popular southern California
our biggest markets as well as markets
burger joint has 17 stores planned
where we do not have a presence yet,”
for Saudi Arabia with a first location 67. Pat & Oscar’s
scheduled to open in 2010 in Riyadh; said founder Rodney Anderson.
Carlsbad, Calif. / No. of units: 19
five scheduled in Kuwait; deals in place
New menu items and a new interior
for 30 stores in Qatar, Egypt, Lebanon, 66. Quiznos design reflect some big changes made
Jordan, Syria and Oman; and 15 Denver / No. of units: 4,500+
by Pat & Oscar’s in 2009. The new
planned openings in Canada.
Quiznos focused on providing its menu items were created by company
customers with an affordable alternative executive chef Greg Schroeppel, and
65. Panchero’s Mexican Grill in 2009 as the country remained are part of a companywide initiative
Coralville, iowa / No. of units: 56 gripped in a recession. The sandwich to bring in more exotic and seasonal
Panchero’s opened 10 new locations franchise started a new promotion to flavors. The new menu is supported
in 2009, including restaurants in New coincide with its survey that said seven by a new interior design, including
Jersey, Maryland and California, in 10 workers have lost workplace perks an updated color scheme and new
moving closer to its goal of having during the recession. The promotion, furniture. And Pat & Oscar’s executives
75 stores open by the end of 2010. called Toasty Toasty, allows customers say the changes have all been designed
The franchise also added a catering to buy one of Quiznos’ sandwiches to revitalize the brand, employees and
at full price and pay only $1 for a the guest experience.
TOP TECH TREND FOR 2009: before the game to your app owners, when people are looking for
food to take along the way. There are all kinds of things you can do
MOBiLE APPS The killer tools for fast like that to push out special offers and one-time deals.”
casual ordering and loyalty. By Jennifer Litz Early industry adopters have shown the app advantage in
motion. Industry leader Chipotle Mexican Grill was one of the
earliest adopters in the segment. The company made
The smallest to the largest fast casual eateries started logging its ordering application available on the
onto mobile ordering solutions for customers in 2009, and the Apple App Store in August 2009, after a
momentum will continue as many more begin to use these one- false start earlier in the year (the server
stop solutions to help customers find, order and pay for their food. had been overwhelmed by customer
After all, convenience is king in our increasingly smart-phone- response, and crashed). The revamped
based world. and much-praised mobile ordering app
“With a mobile app, you have the opportunity to make gives iPhone and iPod Touch users the
things simpler because you can identify the user a lot more ability to create their Chipotle order,
accurately than you can (on the Web),” Jeff Scott, editor of place it at the Chipotle location of their
app-rating Web site 148apps.com, said. “(You can tie) phones choice and also pay for their food directly
to an account, so when a user has entered his credit card info, you from their device. Using location-based
don’t need to ask for it again. An iPhone can also tell your location. technologies, customers also can quickly find
You probably can’t get the accuracy of an apartment number, the nearest location.
but you do have the closest cross streets, which they ask for a lot in “With over 40 million iPhone users and a high consumer demand
ordering.” for delivery and takeout meals, mobile ordering is a tremendous
Scott urges fast casual operators and developers to take opportunity for restaurants,” said Joseph Gagnon, chief executive
advantage of push notification, which can alert app owners to officer of ordering solutions provider Exit41. “We expect our
special deals. mobile applications to become an increasingly important way for
“Let’s say the local baseball team has a big away game consumers to order food from their favorite restaurants — and a
starting in three hours. You could push a notification timed right significant portion of our business in 2010.”
FASTCASUAL.COM 17