Fast casual restaurant
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A fast casual restaurant is a type of restaurant that does not offer full table service but promises a higher quality of food and atmosphere than a fast food restaurant. In the USA it is a relatively new and growing concept to fill the space between fast food and casual dining. The typical cost per meal is in the US$8–$15 range.
In the UK and France it is termed self-service restaurant. In the UK the style was pioneered by large retail chains and department stores in the 1950s and 1960s. Many British bakery shops also operate self-service restaurants. In France it was led by the growth of out-of-town shopping centres in the 1980s. Counter service accompanied by handmade food (often visible via an open kitchen) is typical. Alcohol may be served. Dishes like steak may be offered. The menu is usually limited to an extended over-counter display, and options in the way the food is prepared are emphasized. Health-conscious items have a larger-than-normal portion of the menu. Some restaurants may emphasize high quality ingredients like free-range chicken and freshly made salsas. Overall, the quality of the food is presented as much higher than conventional factory-made fast food. While full table service is not offered, conveniences like non-plastic utensils and plates are common.
Technomic Information Services created the term "fast casual restaurants" to describe restaurants with the following classifications:
- Limited-service or self-service format
- Average check between $8 and $15
- Made-to-order food with more complex flavors than fast food restaurants
- Upscale or highly developed decor
There is a Fast Casual magazine, launched by NetWorld Alliance and published by Paul Barron, who coined the term "Fast Casual" in the late 1990s.[1] There is also QSR magazine, first published in 1997 by Journalistic, Inc., covering both the quick serve/fast food and fast casual segments.
[edit] References
- ^ Cases in Strategic Management and Business Policy, Tenth Edition by Thomas L. Wheelen & J. David Hunger
