How fast-casual franchise restaurants have changed the way we eat
Ignore the rise of avocado on toast and the evolution of plant-based meals; fast-casual food has undoubtedly been the most influential food trend of the past decade. And with the global fast-casual restaurant market being valued at $125.6 billion in 2019 and expected to reach $209.1 billion by 2027, there is no sign of it slowing down any time soon.
Sanjeev Sanghera, Co-Founder and Managing Director of Döner Shack, the German street food brand, explains why fast-casual franchise restaurants have not only changed the way people eat and how ingredients are sourced, but they provide a combination of higher quality, fresher food, served quickly without the option of full-service dining.
A few years ago, when you went to a restaurant you ate what the chef put in front of you and exactly how the chef told you to eat it. You were not allowed substitutions, special requests or even a saltshaker. You were there to do one thing: appreciate the brilliance of the chef. The rise of fast-casual dining changed all that. It’s a unique concept that provides a relaxed experience for the customer.
Putting the power back in the hands of the customer
By designing menus to solve consumer needs, fast-casual restaurants put eating out back into the hands of the consumer. In today’s society, people are more conscious of what they are eating and want food that is nutritious, less processed, and more sustainable. Fast-casual restaurants have adapted their menus to meet this demand and as a result have become a more appealing choice for many. They have stepped up to supply the demand, offering healthier options and menu items prepared with fresher ingredients than fast food, creating unique flavours, fusions, and cultural inspiration to fit the taste of any consumer.
Allowing access to sustainable food options
Alongside putting the power back in the hands of the consumer, fast-casual restaurants’ also fulfilled people’s aspiration to be more socially responsible. One example being brands becoming more committed to sourcing local food and drinks. Now more than ever, consumers want to know where their food is coming from and the ethical impact it has on the environment and labour forces around the world. They are looking to create environmentally conscious and ethical decisions when it comes to their food choices, which means alternative diets such as veganism and vegetarianism are expected as part of restaurant menus.
Unlike fast-food brands, fast-casual restaurants also promise an attractive space to eat, not some industrially lit environment with hard plastic chairs and loud metal surfaces, which all but encourage you to eat up and get out. This happy medium between a fast-food restaurant and a high-end restaurant is embraced by customers who enjoy eating in a relaxed, modern environment.
Solving the problems of time-poor people
With ‘busy culture’ sneaking back into lives and the birth of the smartphone allowing us a constant stream of entertainment and information, suddenly, people have no time. People want something quick, convenient and affordable, which is where fast-casual brands step in. In our Döner Shack restaurants, we aim to serve a customer within five minutes. This ensures we deliver a high-quality, speedy service that will benefit our customers. Sure, getting dressed up, making reservations, and then going out to sit in a restaurant for two to three hours still has its place, but for time-poor people fast-casuals have stepped in to offer a convenient alternative.
Mastering technology and innovation
Technology and innovation have played a huge role in the rise of fast-casual restaurants. Restaurants developed apps which enabled people to earn rewards and order food ahead of time to avoid long queues. Ideal for people wanting to click and collect something for their lunch break. The apps also offer delivery services which mean customers no longer must go to the food, it comes to them.
At this point in its history, fast casuals can no longer be identified as a trend. Casual-dining and fast-food chains had no choice but to take notice of the rise of fast-casual restaurants. They were forced to respond by cleaning up their ingredients, introducing more healthy options, adopting new technologies and sometimes even moving into the fast-casual category themselves. However, despite the setbacks in recent years due to the pandemic, the fast-casual market continues to expand and influence other types of restaurants. It is safe to say, fast-casual restaurants are now a permanent fixture in the hospitality industry.