M A R C H / A P R I L 2 0 1 8 • r e s t a u r a n t d e v e l o p m e n t + d e s i g n • 4 3
From concept development to brand protection, here's how companies
that made the move to fast casual tackled the challenge.
BY TOBY WEBER
P
ick a cliché: If you can't beat
'em, join 'em. Imitation is the
sincerest form of flattery. Out
with the old; in with the new.
Adapt or die.
All could be applied to the growing
trend of established brands expanding
into the fast-casual space. Clichés aside,
this is just good business. Fast casual
has remade the restaurant industry in
the 21st century, taking market share
from concepts up and down the quality
and service level chain.
Instead of just surrendering custom-
ers, established chains are looking to
compete for the same dining dollars as
fast-casual players, but they're bringing
the full weight — both the benefits and
drawbacks — of their existing brands to
fast-casual offshoots.
Why Fast Casual?
Growing store count and sales is obvi-
ously the bottom line for any company
that enters the fast-casual space. But
the exact reasons to make the leap can
differ from company to company.
Florida-based Hurricane Grill &
Wings launched Hurricane BTW (short
for burgers, tacos and wings) in reac-
tion to the growing trend of off-premise
dining. With more food being consumed
away from restaurants, operations don't
need the same square footage to satisfy
guests, says Chief Brand Officer Brooksy
Smith. At the same time, Millennial
customers have shown a preference for