The fast casual dining sector has come a long way since its inception, evolving to meet changing consumer preferences and market demands. In 2001, when the concept was still relatively new, QSR Magazine, PepsiCo Foodservice Division, and King Casey discovered what diners wanted from this category. Fast casual establishments— like Chipotle Mexican Grill, Panera Bread, and Cava— aimed to strike a balance between quick-service restaurants and traditional sit-down eateries, offering a swift dining experience without compromising on quality. Consumers wanted fast casual restaurants to be convenient to home, get good value for their money, and have fresh and healthy items on a menu with variety.
Jumping forward to the 2020s, the landscape has shifted. New technologies like mobile ordering and virtual checkout are in play, and consumers have higher expectations. They seek not just convenience and quality but also personalization, ambiance, and a touch of uniqueness in their dining experiences. This opens up opportunities and challenges for fast casual restaurants today, looking to differentiate themselves in an increasingly competitive market.
So, fast casual restaurants need to transform diner preferences into actionable insights to keep up with their needs before they lose their loyalty. Set your business apart with these five changes:
Emphasize customization
With so many dietary restrictions and preferences to consider, it’s best to offer customers a variety of options to choose from. Create a customizable process that allows customers to avoid cross-contamination, allowing customers with allergies to safely enjoy meals. Jersey Mike’s is a great example— this sandwich shop prepares food items directly in front of you, allowing you to make special requests as necessary. For allergies, Jersey Mike’s makes accommodations to avoid cross-contamination. Customization makes customers more likely to enjoy the dining experience and return to the fast casual restaurant. People feel like they’re getting a personalized product and therefore an individualized experience with your restaurant.
Create a unique ambiance
When finding the right ambiance for your fast casual restaurant, it’s important to consider what works and doesn’t work for your competitors. Appeal to what customers like while setting your restaurant apart from others. Head to Playa Bowls to be transported to the beach. With surfboards, painted palm fronds, and handwritten chalk signs on the walls, you’ll feel like you just stepped out of the ocean to grab a tasty smoothie bowl. Creating the right ambiance allows you to share your brand’s identity and personality with customers, making them more likely to connect with you. Choosing a distinct color palette can help evoke the right emotions and appetite, appealing to the customers dining in.
Develop a signature dish
Chipotle has its burrito bowl, Sweetgreen has its colorful salads, and Panda Express has its orange chicken. You don’t have to reinvent the wheel, but having a signature menu item is extremely valuable. Create a menu item that is so perfect that people will travel to get it. When customers crave your signature item, you know you succeeded. Plus, when customers recommend the signature dish to others, they will be more compelled to try your restaurant because they know what to order.
Offer seasonal menu items
Offering seasonal menu items is a great way to keep customers engaged and interested. Limited-time offerings make people excited to get items before they’re gone. Play on FOMO—the fear of missing out—to inspire people to try these items while they last. This also gives you the opportunity to test what customers like so you can create more items that appeal to their interests. Panera Bread celebrates the fall season with its autumn squash soup, roasted turkey, apple, and cheddar sandwich, and cinnamon crunch latte. Seasonal menu items like this don’t just drive high demand, but also allow businesses to try new items without the long-term commitment.
Incorporate new technology
Find the right balance between human interaction and new technology to improve processes at your fast casual restaurant. Unlock opportunities to improve ordering and payment processes and ways employees can deliver orders more efficiently. Ensure that the new tech aligns with your brand and customer expectations, and provide proper training to ensure the staff uses new systems effectively. When you think of technology in the fast casual space, Sweetgreen is at the forefront. Last year, the restaurant opened its first automated location in Illinois, and the CEO expects that all Sweetgreen stores will follow suit. But they didn’t lose the human aspect, making sure customers knew the process started and ended with human hands, the automation just made it faster.
The fast casual dining sector continues to evolve, driven by changing consumer preferences and technological advancements. By implementing these five strategies— emphasizing customization, creating a unique ambiance, developing signature dishes, offering seasonal items, and incorporating new technology— fast casual restaurants can stay ahead of the curve. As the industry moves forward, adaptability and innovation will be the keys to success.
Ready to audit the customer or employee experience at your fast casual restaurant? Connect with The ExperienceBuilt Group today.