Fast Casual was first defined in the USA, has arrived here, and is the fastest growing sector of the UK eating out market. It sits between QSR and Full Casual dining restaurants, and includes some of the most exciting brands on the UK restaurant scene. But who are they, and what characterises them and produces such success?
At Casual Dining last Thursday (27 February), Andrew Guy, CEO of Ed’s Easy Diner explored some of the characteristics that could answer these questions. Andrew has been CEO of Ed’s since 2011, growing their outlets from 3 to 23 – and has previously been with City Centre Restaurants and My Kinda Town Group, where he opened Chicago Pizza Pie Factory and Henry J Beans.
Characteristics of Fast Casual
Andrew identified a range of characteristics that help to define Fast Casual operations, including
- Multi-unit and strongly branded
- Placed between QSR and Full Casual in terms of price and speed of service
- Provide an element of service, but not full service
- Your (first) order is your whole order
- Takes 30 minutes or less to eat
- Short but high quality menu
- Clear pricing and value
- Alcohol is unimportant
- The experience is entertaining and provides distraction – a brief escape!
In addition, Fast Casual suits breakfast and lunch least in this busy world – customers have more time to relax and enjoy in the evening.
Price Points
The price points for guidance are
- QSR: up to £5 over the counter/self-service
- Fast Casual: from £5 up, some staff interest/attention expected
- Full Casual: £15 up, staff need to do a great job taking care of the customer!
Fast Casual concepts
There are many to be seen, Andrew mentioned these (amongst others)
- EAT
- Benito’s Hat
- Chipotle
- Five Guys
- Nando’s
- GBK
Ed’s Easy Diner
Andrew identified these characteristics for Ed’s
- Full service/fast casual
- £10.50 average spend
- 35 minutes average eating time
- Fresh food cooked and served in under 12 minutes
- 95% of first orders are last orders
- 50% have a milk shake as, in effect, their dessert
- Up front music and service
- ‘Serve Fast, Out Fast’