photo: Burgers by Shake Shack. Credits: @shakeshack
Based on various industry-driven studies, there has been notable demand seen in the casual dining segment, leading chefs to branch out and expand their line of business1.
According to Euromonitor International, sales accumulated from casual restaurants grew between ten and 11 per cent annually from 2011 to 2016 while sales generated by full-service restaurants grew by less than two per cent2.
Chefs look to explore different concepts as they mark their presence in the fast casual dining industry. For example, some restaurateurs adopt an edgy vibe to attract the hipster diners who are inclined to dine at outlets that are trendy, serve meals that are beautifully plated, and Instagram-worthy. Additionally, other restaurateurs eliminate the use of preservatives and artificial flavorings in their menu1. Based on insights gathered by Technomic, the fast casual dining sector is believed to be a huge business opportunity to seize1. This segment rose to 11.5 per cent in 2015 alone, totaling over US$44 billion1. Restaurateurs are therefore encouraged to explore this avenue if they would like to stay current, reach out to a wider target market, and increase their revenue.
A fried chicken burger served at Fuku. Credits: @fuku
Evidently, there is a business opportunity to venture into the casual dining concept. It has attracted some popular individuals in the culinary world. For instance, David Chang, an American restaurateur who founded the Momofuku Group, created a collection of casual outlets called Fuku3. Diners get to enjoy a variety of chicken dishes and seasonal offerings at an affordably priced menu3. Another example is the New York-based restaurateur, Daniel Meyer, who is the brainchild behind his Shake Shack empire2. Shake Shack started out with a humble beginning as a hot dog cart in Madison Square Park at Manhattan, New York, United States of America4. The food kiosk serves burgers, sides, and drinks to hungry diners. Today, they have expanded globally to 12 countries, making it a household name for burgers3.
References:
1. Dawn Foods. (2018). Top chefs go casual. [online] Available at: https://www.dawnfoods.com/insights/top-chefs-go-casual
2. The Washington Post. (2017). Fast Casual Nation: The movement that has changed how America eats. [online] Available at: https://www.washingtonpost.com/lifestyle/food/fast-casual-nation-the-movement-thats-changing-how-we-eat/2017/08/28/23f6d710-86c5-11e7-961d-2f373b3977ee_story.html?noredirect=on&utm_term=.a3e00ce24e96
3. Fuku. (2018). About us. [online] Available at: https://eatfuku.com/about-us/
4. Shake Shack. (2018). Our story. [online] Available at: https://www.shakeshack.com/