Fast Casual Top - Movers & Shakers

8/8/2019 Fast Casual Top - Movers & Shakers

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Over the past 15 years since I coined the term ast casual, I have seen the segment o restaurant it describes go rom virtually nonexistent to become the astest growing in the restaurant industry. So many concepts based on creativity,passion and innovation have sprung orth in that time that, in essence, their collective emergence heralds the era o Restaurant 2.0. I credit the spread o ast casual concepts across the nation or that reinvention o creativity.

In 2009, I visited my 610th ast casual concept. It was called Te Cheese Course, in Weston, Fla. At the same time,recalling the variety o brands I had experienced, I began to question my term. What, really, was ast casual? Were therestaurants I was experiencing worthy o being called ast casual, whatever it was?

In its early years, even I mistook the segments pioneers as just new expressions o the quick-service model, believingurther that consumers would never really get it when it came to the di erences between the latest representatives

and the more traditional ones. But when, in the 1990s, the segment congealed and consumers not only recognized butembraced the di erences, I came to my senses and began to respond in our critical acts.

First, I sought a corporate home or FastCasual.com, the Web site I had developed to begin covering the segment, andI ound a good one in NetWorld Alliance. Second, my partners and I produced a new industry event, the Fast CasualExecutive Summit. Tird, we published the Fast Casual op 100 and the Fast Casual Annual Benchmark Study. Fourth,we built the Fast Casual Alliance, an industry group that could impact policy and in uence the national restaurant scene.

Tis year, or the rst time, the segment is included in the National Restaurant Associations Annual Forecast Report.More than 650 concepts in the United States call themselves ast casual. Te global aspect o ast casual is emergingand invading multiple continents. Most consumers really do understand the value proposition that ast casual bringsto eating out. And most o all, ast casual has built its own identity in an industry with more than 13 million peopleemployed and more than $580 billion in sales.

No wonder, then, so many operators want to launch ast casual concepts, or to identi y their current ones as ast casual.But it takes more than merely adopting the label to ul ll the promise o quality and atmosphere increasingly inherent init. We now have concepts that alsely believe they have crossed the bridge to ast casual, and some that just believe they have been delivered to the Promised Land just because they say so. As a result, the integrity o the segment is threatened.

Tese realizations have led us to a h act in the evolution o ast casual, which is to re ne the application o theterm itsel . First, the de nition. A ast casual concept is one that creates a unique value and quality experience, withgourmet-level ood or drink, that delivers an interior that wows the guest, all at a price that is driven by value. Second,the culling o concepts that meet the de nition. You will see the results in this edition o the op 100, where many concepts that might have made the list last year were deemed outright ineligible a er the application o the standard,or that were close enough to be called wannabes.

We have a major responsibility not only to the operators who have sweated the details to create a ast casual concept,but also to the customers who have come to associate the term with a high-level, very speci c type o dining experience.Please, then, understand our new ocus, and contact me anytime with objection or reasonable argument about why aconcept should be or, or that matter, should not be considered ast casual. I would welcome the dialogue.

Dine taste ully,

Paul BarronPublisher

witter.com/paulbarron

The F th Act o Fast CasualPaul Barron, publ sher


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odd Istre was walking around theInternational Franchise Associationshow oor when the idea hit to starta burger ranchise. As owner o Boudreauxs Cajun Kitchen, Istre hadrestaurant-industry experience, but hewas in Las Vegas to either ranchisethe brand or create another concept togrow nationwide.

When he returned to Dallas, he calledgood riend Rich Hicks. Te twodiscussed the possibility o a burger

ranchise, and in 2007 the rst Mooyahopened its doors in Plano, exas.Over the next two years, another velocations opened, and by 2009 Hicksand Istre were at a turning point. Tatswhen they brought in ormer Freebirdspresident Alan Hixon, who agreed totake the Mooyah helm.

In his short year as president, Hixonhas led a revitalization charge that hasgiven Mooyah new li e. Te company opened eight new locations in 2009and completely revamped the brandslook and eel.

We wanted to create energy andmagic within the our walls and truly tell a story, Hixon said. Now, we wantto create an entire experience that isentertaining. Its all about having un,making people smile and having them

enjoy the experience. As brandbuilders, were storytellers as well.

Te brands redesign includeda new color palette intended tocapture an essence o creativemagic. It also incorporatedinto the design the now-iconic Mooyah cow wearingsunglasses. Other enhancementsinclude a coloring wall orchildren and the Moo nder,a post that eatures several

adjustable view nders that passon the Mooyah story.

People say theyve never seenanything like it and thats so critical,Hixon said. Tere are a lot o burgerplaces out there, but you want tohear I havent seen anything like thisbe ore. Tose are the magic words.

Hixon said the company plans todouble in size in 2010 and is close tosigning its rst deal with a developeroutside the state o exas.

Weve created an environment thatpeople really appreciate, he said. Ihave kids in my neighborhood thatnow come up to me and tell me abouttheir Mooyah experience.

Valerie Killifer

FASTCASUAL.COM

MooyahDallas / No. o un ts: 11Twitter: @mooyahburger1

Photos courtesy of Mooyah Burgers & Fries


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Beauti ul Brands International(BBI) earns a spot in FastCasuals op 10because thecompany continues to make smart moves in buildingits ranchise port olio. In2009, the company added10 concepts to its old that

range rom ast casual salad tocasual com ort ood, including Greenz,Te Crusty Croissant, Sonny BryansSmokehouse, Kyro Pizza and In the Raw.

Te company also is developing threeother concepts into ranchise chains,including company-owned RexsChicken, a legendary eatery in ulsa;St. Michaels Alley, a Palo Alto, Cali .,casual bistro; and Le Beau Roulleau, acrepe concept.

Te concepts represent rock star oremerging categories in the industry and will propel the company intoone o the largest ranchisors inthe segment, with BBIs signature

concepts, Camilles Sidewalk Ca andFreshBerry, as the role models.

BBI ounders David and CamilleRutkauskas opened their rst Camillesin ulsa in 1996, in a tiny mall-basedsandwich kiosk. Now, the brand hasmore than 900 territories in developmentin 38 states and on our continents.

Te next one to three years willconsist o opening new stores andcontinuing to bring new restaurantsunder the Beauti ul Brands umbrella,Rutkauskas said. We want to be oneo the leading restaurant developmentcompanies in the world. Werede nitely not going to limit ourselves.We want to grow our company, and wehave the sta in place to do that.

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Genghis Grill president and CEOAl Bhakta saw the potential or theethnic/Asian segment when he and hispartners in Te Chalak Group purchased the Dallas-based brand in 2004.

Members o Te Chalak Group havebeen able to take Genghis Grill to thenext stage o growth. Te company added 14 units in 2009 a 70 percent

rate o growth or the

Mongolian stir- ry concept. Tatbrings its total to 40 stores in 11 states.In 2010, the company hopes to open20 more, Bhakta said.

(Te market) needed someone whohas a good concept to grab that business, Bhakta said. Weve grown every yearso we eel we made a good choice.

Te concepts rise also helped propelthe brand to No. 2 this year, up romFast Casuals Fab 50 listing in 2008, theones to watch segment o the annual

op 100.Customers like the Build your ownbowl experience in which they canchoose their protein, seasonings, vegetables, sauce and starch thenhave their resh-cooked meal broughtto the table. Te brands loyal ansalso enjoy posting their avoritebowl choices on the Genghis GrillsFacebook an page. Genghis also

courts to-go orders with its onlineordering. Christa Hoyland

2 Gengh s Gr llDallas / No. o un ts: 40Twitter: @genghisgrillFacebook: Genghis Grill

4 FASTCASUAL.COM

3Beaut ul BrandsTulsa, Okla.. / No. o concepts: 14

Genghis Grill

F r e s h B e r r y

Camilles Sidewalk Caf


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When Ralph Rubioand his ather launchedRubios Fresh MexicanGrill in 1983, sh tacos were almostunheard o to consumers outside o Mexico. But while on a college springbreak trip to the Baja village o SanFelipe, Rubio stumbled upon what has

now become the restaurants signaturemenu item.

In 2009, Rubios ended its third quarterdebt ree, and passed on an $80million buyout o er received rom aninvestment group headed by one o itslargest shareholders.

We believe that Rubios continues tohave a winning strategy or ast casual,

Dan Pittard,Rubiospresident andCEO, said at thetime o the buyout o er. We o eran attractive, casual ambiance andmenu selection at prices signi cantly

below casual dining price points.Our market research con rms that agrowing number o guests understandthis value proposition, and we believewe are very well-positioned now andwhen the economy improves.

In addition to the success ul launch o its limited-time All-American aco,the company continued with its e ortsto o er healthier menu items in 2009.

Executivescontinued

to work with severalcompany

suppliers tocreate low-sodium versions o menu

items. Te change stemmed romCali ornias passage o menu-labelinglegislation, designed to put a spotlighton menu items nutritional content.

Te beauty or us is we already havelow-calorie options, and when youadd the low-sodium aspect were evenbetter o , Rubio said.

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Tis Fort Lauderdale-based chain haspioneered the green subgenre withinthe pizza category. Its less than ouryears old, but last year the concept

truly arrived.

Pizza Fusion was started in July 2006by Vaughn Lazar and Michael Gordon,both already savvy businessmen withgreen-slanted enterprises. It was only natural, then, that theyd start a storethat continued the theme. Teir joint pizza venture would not only

use organic ingredients,but also strive or holisticsustainability, with ane cient, green interior,

air employment laws andhybrid delivery vehicles.

Teyve come a long way since their initial Florida

days. In 2009, the companys h unitin Atlanta became LEED certi ed

or its eco-minded interior, which

included the recycled concrete andglass, eco- riendly paint and otherrecyclable materials used in many Pizza Fusion locations. At the endo last year, About.com honored thecompany with an award or BestGreen Retailing Practices in the U.S.Retail Industry.

But these stipulations dont precludethe company rom o ering innovativeand delicious pies. Part o its successcomes rom its all-natural and organicsourced meats, veggies and cheesesthat go on its pizza and in its salads,sandwiches and wraps. Even the sodaswine and beer Pizza Fusion o ers areeither local, organic or both.

Pizza Fusion has a total o 19 storesand opened its rst international

location in Saudi Arabia lastNovember. As o our publicationdeadline, the company was on thebrink o opening a store at a military installation in Arlington, Va., the rst o a hand ul o nontraditional locatioopenings with the Compass Group.

Jennifer Lit

FASTCASUAL.COM

P zza Fus onFort Lauderdale, Fla. / No. o locat ons: 19

Twitter: @PizzaFusionFacebook: Pizza Fusion

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Rub osCarlsbad, Cal . / No. o un ts: 190+Twitter: @Rubios_BeachMex Facebook: Rubios5

za Fusion

R u b i o s


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Au Bon Pain was our top2008 mover and shakerand we still think thechain deserves to be inour top 10.

In 2009, the company revised its brandmission and essenceto cope with theeconomic recessionand to re ectsomething simpleand something

our eld canunderstand, Au Bon Pain CEO

Sue Morelli said.

Last year (2008), as the greatrecession hit, things changed, Morellisaid. Consumer buying behaviorworldwide has changed. We spent alot o 2009 trying to gure out whatis going on, where is this consumermindset nowadays and how do wereact.

In addition to shi ing the ocus o itsbrand mission, Au Bon Pain executivedecided the menu should re ect less

trendy menu items. And last year, thecompany launched Demi sandwichesor $3.99. Te grab-and-go sandwiches

are available with a variety o meatsand can be paired with soup or a smallsalad and are a nice addition to thecompanys Portions menu, launched in2008.

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Entrepreneur Magazine dubbed 2009as the Year o the sandwich, andperhaps no sandwich concept had abetter year than Firehouse Subs.

Founded by brothers Robin and ChrisSorensen in 1994, the concepts menuis based on the o ering o quality sandwiches steamed (not toasted) toper ection.

When the brothers, who were remen,rst came up with the idea, they had

no money and no restaurant-industry experience. So or two years, Chris,who was 24 years old atthe time,

worked or restaurantsthroughout Jacksonville,Fla. Te brothers usedthe credit card o Chrismother-in-law to get theconcept o the groundand stayed on at the local

re department to helpget the credit card paido , which they were able to do eightmonths a er opening the rst location.

We were so ocused, Robin Sorensensaid. We were so excited and con dent by this idea. I just never, or one

second, thought we wouldnt besuccess ul.

Teir hard work and dedication haspaid o . In 2009, Firehouse Subsopened 38 locations in the markets o Alabama, Arizona, Colorado, Florida,Georgia, Missouri, North Carolina,South Carolina, ennessee, exas andVirginia. Tey also signed 26 newindividual ranchisee agreements.

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6 F rehouse SubsJacksonv lle, Fla. / No. o un ts: 370Twitter: @Firehouse_SubsFacebook: Firehouse Subs

7Au Bon Pa n

Boston / No. o locat ons: 250+Twitter: AuBonPain

Facebook: Au Bon Pain

Firehouse Subs

A u B o n P a i n


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Zoup! has been around since 1998,but it didnt start gaining speed ora couple o years. In the last ew,however, it has made up or lost time,at least in terms o brand recognition.

A master o di erentiation, theconcept has made headway with its12 always-rotating soup varieties,each made completely rom scratch,and always including at least onelow- at, vegetarian, dairy- ree andspicy option. Teir homemade stock is made rom triple-distilled water.

Te companys emphasis onconsumer choice and health hasmade it especially popular, and thestore opened three new locationsin three states in 2009 putting itat roughly 24 units at our time o

publication. It has recently turnedtoward nontraditional locations,having opened at Airport Center inHanover ownship in August 2009.

J.L

Tere is a great bene t to being abagel-and-co ee deli: You caterdirectly to the rushed businessexecutives diet.

When dining management groupsdecide which brands they want intheir acilities, we are increasingly becoming a top choice, said Je

ONeill, chie executive o cer o Einstein Noah Restaurant Group Inc.,the brands parent company. Weare a strong concept or reputableorganizations such as ARAMARK,Sodexo, Compass Group and AAFESbecause we o er quality, reshness andconvenience where portability anda ordability are essential.

But pro essionals arent the only onesthat go or this model o higher-scale

ood in a ast casual business model.Students love it, too, and the company has capitalized on that act.

In the ourth quarter o 2009, EinsteinBros. Bagels opened 31 licensedlocations in a variety o venues,including universities, health-care

acilities, military bases and corporateheadquarters. In 2010, the company plans to exceed its 2009 openings oranother record year. J.L.

FASTCASUAL.COM

E nste nBros. BagelsLakewood, Colo.No. o locat ons: 180+

Twitter: Einstein_BrosFacebook: Einstein Bros. Bagels

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As the ounders o the Fast CasualAlliance, we were hesitant to includethe organization on our list o moversand shakers, not to mention to rank it in the top 10. But our panel wasconvinced the Alliance had one o the best and brightest years in 2009,

and was instrumental in pushing thesegment orward.

A er close to three years as a smallgroup consisting o passionate astcasual operators, the Fast CasualAlliance will reside under theNRA umbrella as the Fast CasualAlliance An NRA Industry Council, it was announcedSept. 15. Te creation o the

council ts into the NRAs newstrategic initiative to better unite therestaurant industry as a whole. Andits the rst industry council o itskind or the NRA.

In a year that was highlighted by

unprecedented economic conditionsthe Fast Casual Alliance grew andcontinued to spread the word aboutserving great ood that is a ordable,said FCA president Louis Basile.I believe the overall value that oursegment provides or the consumeris something very special. I am very excited about the opportunities andchallenges we ace together in 2010.

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Fast Casual All anceLinkedIn: Fast Casual Alliance10

Zoup!South eld, M ch.

No. o locat ons: 24Twitter: Zoup_Soup

Facebook: Zoup!

9Zoup!

nB r o s. B a g e l s


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11. SmashburgerDenver / No. o un ts: 44

Smashburger, a sel -described betterburger concept, was ounded in2007 by private equity and concept-development rm ConsumerCapital Partners. Te company hasalready sold ranchise agreements

or more than 275 locations aroundthe country. In 2009, Smashburgersigned development deals or LasVegas, southwest Utah, Chicagoand Oklahoma City, among severalothers. It also caught the eye o DallasCowboys lineman Leonard Davis,who signed a 30-unit deal to ranchise

the company through BIGG CapitalHoldings LLC.

12. L me FreshMex can Gr llM am / No. o un ts: 5

Restaurateur John Kunkelopened the rst Lime FreshMexican Grill location in 2004a er selling another concepthe ounded in South Beach,Fla. Lime Fresh restaurants

eature resh ood preparedin-house daily, a homemade

salsa bar and more than 50 varietieso hot sauce. In August, the company also hired ormer Starbucks director o new store development Angela Kenyonas its new VP o development. Kenyon

also has worked with brands such asDunkin Brands and Burger King.

13. Vap anoMcLean, Va. / No. o un ts: 42 worldw de

Te hip, urban and sleek Vapianohas brought European ast casualdining to the U.S. market as it expandsaround the world. Te Germany-basedconcept o ers a Northern Italiandining experience with a menu o

pizza, pasta and salad. Te gourmetchains ocus on

maximizing the guest experience inaddition to its quality ood has landedthe chain at No. 13 on our list, up romNo. 79 last year.

14. Jasons DelBeaumont, Texas / No. o un ts: 215

Rusty Coco, who co- ounded JasonsDeli in 1978 with three partners, hasbeen on a mission in recent years tomake the neighborhood deli chainsmenu healthier. Since 2005, Jasons haseliminated trans at and MSG romits entire menu, and high ructosecorn syrup rom everything except its

ountain beverages.

15. Cal orn a Tort llaRocksv lle, Md./ No. o un ts: 38

From its secret password day to itsGet In On It social media promotionCali ornia ortilla continues to raisethe bar on creative marketing e ortsthat work. In 2009, the company introduced a childrens activity book and saw a 32 percent daily sales

increase during its May 20 Pop- artDay promotion. In all, more than20,000 Pop- arts were given away across the companys 38 locations.

16. Panera BreadR chmond He ghts, Mo. / No. o un ts: 1,362

Panera Bread Co. operates restaurantsunder the Panera Bread Co., St. LouisBread Co. and Paradise Bakery &Ca names. Te company, ounded in1981, is widely recognized or drivingthe nationwide trend or specialty breads. Last year, the company was theindustry darling because o same-storsales increases that seemed to de y aneconomic recession. Even though CEORon Shaich is stepping down this year,his ormula or success is what keepsPanera Bread rising.

S m a s h b u r g e r

me Fresh Mexican Grill


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17. QdobaDenver / No. o un ts: 510

In addition to the launch o arevamped kids menu in 2009, Qdobaraised $25,000 or the StarlightChildrens Foundation, as part o thecompanys Qdoba Qmmunity onlinepromotion. Te campaign markedQdobas rst campaign with Starlight,an international charity dedicated tohelping seriously ill children and their

amilies cope with the illness. Qdobaalso opened its 500th location last yearand announced a three-year deal withthe Boston Red Sox.

18. F ve GuysLorton, Va. / No. o un ts: 450Five Guys opened its rst restaurant in

Arlington, Va.,in 1986, servinghamburgersmade with

resh, never

rozen groundbee . In act,there are no

reezers inFive Guysrestaurants, only coolers.Te company touts the act thatthere are more than 250,000 ways toorder a burger in its restaurants. FiveGuys consistently topped consumerbest o polls in 2009 and evencaptured the heart (and stomach) o President Barack Obama, who madea surprise lunchtime visit in June to aWashington, D.C., restaurant.

19. Ch potleDenver / No. o un ts: 911

When Steve Ellslaunched ChipotleMexican Grill in 1993,the concept was supposedto be a holdover until Ellstrained in French cookingcould launch his realrestaurant. But Chipotle

was a orce all unto itsel and its early-days success caused Ellsto rethink his plan. Built around themotto Food with Integrity, the astcasual burrito behemoth has achievedyear-over-year revenue growth. It

ended 2009 with $1.13 billion inrevenue, a 14.6 percent increase overthe prior year.

FASTCASUAL.COM

While quick-service chains have predominantly held the market inregard to o erings or children, ast casual operators used 2009 to goa ter this small but popular customer segment.

Chipotle and Brueggers launched kids meals last year whileQdoba revamped its childrens menu.

When Brueggers launched its childrens menu in August, thecompany was making an e ort to reach an important demographic,Brueggers CEO Jim Greco said.

With children being served same-sized portion items asadults, and with no real menu o ering catered just to them,the Brueggers executive che went to work creating grilledcheese and peanut butter sandwiches speci cally targetedto children.

The companys grilled cheese and peanut butter o erings also come served on a whole wheat bagel,speaking to the trend not only o having achildrens menu, but also o creating onethat highlights healthier and right-sizedoptions or children.

In addition to launching a kids menulast year, Chipotle also o ered a reekids meal promotion. And it wasnt theonly one.

Boston Market, Tropical Smoothie

Ca , Fazolis and a host o other chains o ered the same deal, withBoston Market extending the promotion to include two children per

amily.We know that times are di cult, and when we welcome amilies

into our restaurants, we want to o er them the best meal at the bestprice possible in this case, as ree as possible, said Lane Cardwell,

CEO o Boston Market, in a September news release. I youre asingle parent or adult dining alone with two kids, that shouldnt be abarrier to a great deal.

As ar as demographics are concerned, its a good thing astcasual operators are targeting the younger generation now.

Based on a December 2009 NPD report, over the next decade,uture kids under 10 years o age are expected to have more

infuence on the top ve ood groups expected to increase inconsumption: salty/savory snacks, easy meals, center-o -plate proteins (i.e., meat entrees), sweet snacks/dessertsand heat-and-eat break asts.

As the di erent generations age over the nextdecade, corresponding changes in their li e stage will

have a major impact on what and how they eat,said Ann Hanson, author o the report, A Look into

the Future o Eating, and director o product development at NPD.Understanding the e ect o agingon the various generations eating

habits and pre erences helps ood andbeverage companies develop long-

range plans in terms o their overallproduct port olio, positioning andinnovation.

FOOD TREND OF 2009: KiDS MEALSA renewed ocus on o er ngs or ch ldren defnedmany a fast casual menu n 2009. By Valerie Killifer

C h i p o t l e



20. La Madele neDallas / No. o un ts: 60

While the ambiance at La Madeleine iswhat guests nd inviting, its the oodthat keeps them coming back againand again. With menu items such as

ilapia Rustique (tilapia simmered inChardonnay and sun-dried tomatopesto) and Strawberries Romano (strawberries topped with a brandy sour cream sauce), La Madeleineelevates the ast casual diningexperience and turns the ordinary intoextraordinary.

21. Charleys Gr lled SubsColumbus, Oh o / No. o un ts: 400

Charleys Grilled Subsounder Charley Shin got

his start in the restaurantbusiness working at hismothers Japanese/Koreanreastaurant in Columbus,Ohio. It was on a amily trip to New York, whereShin made a wrongturn and ended up inPhiladelphia, where hediscovered the Philly cheese steak sandwich.Tat experience servedas the inspiration orCharleys Grilled Subs,which opened its 400th location inJanuary.

22. Potbelly Sandwich WorksCh cago / No. o un ts: 200+

What started out as a small antiquestore on Chicagos north side hasturned into one o the astest-growingsandwich chains in the United States.In 2009, Potbelly built upon its recordestimated sales growth o $255 millionin 2008. It also launched the Potbelly Skinny line o sandwiches and Potbelly BIGS, smaller and larger versions o itsOriginals.

23. BrueggersBurl ngton, Vt. / No. o un ts: 296

Despite the nations economicdownturn, Brueggers opened 158locations in 2009, through bothorganic growth and the acquisition o the restaurant holdings o imothysWorld Co ee. Brueggers also openedits rst unit in Rhode Island, markingthe companys presence in 25 statesand the District o Columbia. Techain also launched its rst-ever kidsmenu and opened its ourth airportlocation.

24.W ngstopDallas / No. o un ts: 435

At the end o 2009, the chicken-wing

themed Wingstop reported its 26thconsecutive month o same-store salesincreases. Comparable store sales or2009 increased 3.8 percent over theprevious year, while annual system-wide sales reached $306.7 million. In2009, the company opened 45 newstores, including its rst internationalrestaurant in Mexico City. It hasannounced plans to open another 69locations in 2010.

25. Wow BaoCh cago / No. o locat ons: 3

Known or its hot Asian buns, WowBao has developed a reputation orserving steamed potstickers, otherwiseknown as a Chinese dumpling. WowBao is part o the Lettuce EntertainYou amily and eatures a menu thatincludes Pad Tai salad, soups andrice bowls. Te dumplings are so ullo avor, Gourmet Magazines David

amarkin named Wow Bao one o theeight great places or dumplings inChicago in the May 2009 issue.

26. GarbanzoMed terranean Gr llDenver / No. o un ts: 6

Founded on the core concepts o healthy, resh and authentic, GarbanzoMediterranean Grill is generatingbuzz in Colorado and beyond withthe introduction o quality, ast casuaMediterranean cuisine. Founder AlonMor has led the growth o the conceptto six units at the end o 2009, andplans are under way or six more toopen in 2010. Te concept also haslaunched a ranchise e ort to grow inother regions o the country, includingthe Midwest and Northeast.

C h a r l e y s G r i l l e d S u b s

Brueggers


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27. McAl sters DelR dgeland, M ss. / No. o un ts: 270+

More than 150,000 cups o sweettea cant be wrong. Tats how many glasses o its signature sweet teaMcAlisters Deli handed out duringits July 23 Leave Sweet ea to the Prospromotion. Te day was supportedby a viral media campaign thatincorporated both Facebook and our-walls marketing materials. Accordingto a consumer survey, 6 percent o promotion participants were rst-timeguests. Te company also announcedplans to open 10 locations in centralOhio over the next two years.

28. Bean SproutsM ddleton, W s. / No. o un ts: 1

Bean Sprouts is a parents paradise. Tehip and healthy ca is devoted entirely to kids, earning it a designation asthe ultimate kids ca . In addition tochild- riendly menu items (even baby

ood), the ca hosts cooking classesand tea parties exclusively or kids.Te owners have a book coming outin spring 2010, Bean Appetit: Hip &Healthy Ways to Have Fun with Food.Tey also are working with a nationaltelevision network or a syndicatedshow due out in late 2010.

29. Tender GreensLos Angeles / No. o un ts: 4

ender Greens has placed an emphasison using locally sourced products ormenu items such as Chipotle BarbecueChicken and Grilled Flatiron Steak.Te company takes its commitment toenvironmental responsibility seriously.Its new Hollywood, Cali ., location

eatures reclaimed and recycledmaterials, acid-stained sealed concrete

oors, skylights and original artwork.All wood sur aces are certi ed by theForest Stewardship Council and/orLEED. ender Greens also has installedan Ever Pure water- ltering system andplans to do away with all bottled waterand so drinks by the end o 2010.

30. ZaxbysAthens, Ga. / No. o un ts: 490+

Zaxbys opened 35 new locations in2009 and introduced the Chicken

Parmesan sandwich in the thirdquarter. Te company also tested aline o milkshakes that will roll outsystemwide this year. Its success ulIndescribably Good advertisingcampaign continued in 2009 withspots eaturing Paul eutul Sr. andMichael eutul rom Orange County Choppers, Olympic gymnastics coachBla Krolyi, actors Fred Willardand Paul Sorvino, Paige Hemmis o Extreme Makeover: Home Edition,Dancing with the Stars judge Bruno

onioli, and sports stars Mike Ditka,Herschel Walker and erry Bradshaw.

31. Corner Bakery Ca Dallas / No. o un ts: 115

Corner Bakery Ca ended 2009 witha bang, establishing a partnershipwith S&B Development Inc. to open11 ranchise-operated locations

in San Diego, Cali ., by 2016. Tedeal continues a trend o aggressiveexpansion. In October 2006, CBCRestaurant Corp. launched a strategic

ranchise development programdesigned to attract potential ranchisepartners. With the S&B DevelopmentInc. partnership, CBC RestaurantCorp. has a total o 125 committednew ranchise locations, more thandoubling the current Corner Bakery Ca system.

FASTCASUAL.COM

The ast casual industry quickly lleda niche in the restaurant industry whenit o ered consumers a level o qualityand experience above quick-servicewhile still ocusing on convenience.Consumers have gravitated to the better service model, trading up rom QSR anddown rom casual dining. And brands in

those segments have taken notice.Captain Ds Sea ood Kitchen hasocused on improving its ood quality

and dining experience in order totransition into the ast casual space.Other QSRs like McDonalds havenoted ast casuals menu success and

ound it easible to ocus on premiummenu items.

Below is a list o the 12 brandsFastCasual.com sees as the topwannabes, brands that have either launched ast casual spino s or triedto transition to the segments modusoperandi. In alphabetical order:

1. Bask n-Robb ns - QSR ice creamchain with ast casual spino o ahand ul o B-R Express units

2. Black-eyed Pea - Casual diningchain with single-unit ast casualBlack-eyed Pea Express

3. Bu alo W ld W ngs -Casualdining ast casual hybrid

4. Burger K ng - QSR burger chainrecently launched upscaleredesign and Whopper Bar concept that it says will rivalcasual dining

5. Burgerv lle - QSR burger chainwith elevated menu experience,

ocusing on locally sourced oods6. Capta n Ds - QSR sea ood chain

that improved its menu and isundergoing a reimaging program

7. Culvers - QSR burger chain thato ers made-to-order meals andhomemade rozen custard

8. El Pollo Loco - High-end QSR thatdelivers on better quality oodbut ocuses on quick service,especially at the drive-thru.

9. iHOP - Family dining pancakechain with ast casual spinoIHOP Express

10. McDonalds - QSR burger leader keeps improving the in-storeexperience and addingpremium items to menu

11. Pollo Campero - QSR SouthAmerican chicken chain withmade-to-order menu items

12. Ra s ng Canes - QSR chickennger chain eaturing resh,

premium ingredients or itsmenu o ried oods

The Dirty Dozen



32. SaladworksConshohocken, Pa. / No. o un ts: 98

When John Scardapane launchedSaladworks in 1986 in the Cherry Hills, N.J., mall, he was told more thanonce the concept wouldnt last. Butwhen the salad store started to outsellthe malls burger and pizza ranchises,he knew consumers were hooked.Saladworks continues to widen itsgirth. In 2009, it opened the rst o 15locations slated or the Washington,D.C., area. It also was named as thenations No. 1 salad ranchise or 2010by Entrepreneur Magazine.

33. BolocoBoston / No. o un ts: 16

John Peppers Boloco (short or Bostonlocal) reigns supreme with nativeBostoners and guests. Boloco wasthe rst chain o restaurants in NewEngland to become certi ed greenby the Green Restaurant Association.

And the most popular o its latestinitiatives in sustainability arenaturally raised meats, potato starchutensils and bamboo bowls. Pepperalso has capitalized on the social mediaphenom to urther expand Bolocosword-o -mouth presence.

34. WOW Ca and W ngeryCov ngton, La. / No. o un ts: 53

In 2009, WOW Ca andSodexo collaborated toopen 10 campus locations,with additional units set toopen in 2010. In addition,WOW Ca and Wingery has continued to expand itsmenu and o ers several newdishes that are inspired by its17 proprietary sauces. WOW

Ca and Wingery boasts 53 locations,and the restaurant expects to grow to75 units across the country in 2010.

35. Farmer BoysR vers de, Cal . / No. o un ts: 67

Between July and October o 2009, Farmer Boys was ranked by RestaurantChains.net as the third

astest-growing ast casual brand,opening six out o its 67 locationsduring the period. Farmer Boysrestaurants are ound in southern andcentral Cali ornia and Nevada. Terestaurant is known or its award-winning burgers, monster-sizedonion rings and crispy zucchini,prepared exclusively with arm- reshingredients. Te rst store openedin 1981 and launched its ranchiseprogram close to 20 years later.

36. FreshCh cago / No. o un ts: 16

Te concept that started in orontospent the better part o 2009 plottingits U.S. takeover. Te company signed agreements to open locationsin Washington, D.C., New York City, Boston, Philadelphia, Illinois,Colorado and Wyoming, just to namea ew. It also sold its rst master

ranchise agreement or EasternEurope. Te company also is backed by a sel -proclaimed green mission. And

i customers bring in their own bowl,they can even get it washed and lledwith their order.

37. Fazol sLex ngton, Ky. / No. o un ts: 250Fazolis president Carl Howard hitthe ground running when he took over at the chains helm in 2008. Tecompany launched a new menu andhas continued to test new productlines that are expected to debut thisyear. Te company also has three newlocations under construction, markingthe rst new stores Fazolis has openedin more than our years.

38. Cowboy Ch ckenDallas / No. o un ts: 3

Since 1981, this popular Dallasranchise has roasted chicken over a

hickory wood-burning re, providinga healthy alternative to its riedcompetitors. Its award-winning chickenenchiladas, chicken salad sandwichesand homemade peach cobbler havebeen on the menu since Cowboysinception. And to appeal to the health-conscious crowd, the concept added

resh salads, grilled skinless chickenbreast and nutritious sides such assteamed butternut squash, green beansand camp re veggies.

F a z o l i s

adworks


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39. Salsar tasFresh Cant naCharlotte, N.C. / No. o un ts: 76

In 2009, Salsaritas opened our newrestaurants and signed agreements

or 28 more locations. Tis year, theconcept has plans to urther close in onits goal o having 100 units in operation.It currently has our under constructionin North Carolina, exas, Kansas andPuerto Rico. Salsaritas ultimate goal isto open 200 restaurants by 2012 througha combination o traditional ranchisedevelopments and partnerships withinternational oodservice agentsCompass Group and HMS Host.

40. FuddruckersAust n, Texas / No. o locat ons: 227

Fuddruckers made ordering easier orits guests in 2009 with the launch o its online ordering plat orm in selectmarkets. At least 12 Fuddruckerslocations were given online orderingcapabilities, with more to ollowsuit this year. Te burger jointalso introduced its Fudds Prime,a premium burger made with all-

American vegetarian- ed bee . owash it all down, Fuddruckers launchedits Fudds Freeze. Te new drinks blendPepsi-branded so drinks with the chains vanilla shake mix. Te drink is then

topped with whipped cream and a cherry.

41. Hot Head Burr tosDayton, Oh o / No. o un ts: 7

Hot Head Burritos received nationalrecognition when it was named by AOL.com as one o the next bigrestaurant chains. Te recognitionthrew the seven-unit burrito chaininto the national spotlight. OwnersCynthia and Ray Wiley spent thebetter part o 2009 preparing thecompanys ranchise plan. Teir work paid o . In December, the companys

rst ranchise location opened in roy,Ohio. Tirty more units are expectedto open this year.

42. Mama Fus As an D nerAust n, Texas / No. o un ts: 13

In March 2008, Mama Fus Asian

Diner was purchased by the Murphy

Adams Restaurant Group, at thetime the largest ranchisee o MamaFus in the Raving Brands system.Since the acquisition, Mama Fusnew owners have been busy. Te

company introduced a new prototypein February o last year and alsorestructured its menu. Te e ortspaid o . In September, the company announced it was able to increasesame-store revenue at corporate anda liate stores by more than 6 percent.It also lowered startup costs and theunit level by 20 percent.

43. GreenzDallas / No. o locat ons: 3Since the beginning o 2009, Greenz

ounder Cassie Caldwell has grown thconcepts catering sales by 35 percent.She also struck up a deal with EquinoxFitness Center to open a scaled-down version o Greenz in its Dallas tnesscenter. Six months later, Greenzshowed up on Beauti ul Brands rosteo concepts to ranchise and sellworldwide.

FASTCASUAL.COM

In 2008, many brands were starting to experiment with socialmedia as a way to build their marketing muscle, and by mid-2009social media initiatives were being built into marketing strategiesacross the industry. Facebook and Twitter were key to ast casuals

nding creative solutions to attract and retain a new kind oconsumer.

Smart brands such as Red Mango used the sites to connectwith customers, and actually sought and rewarded customer inputand attentiveness. In November, Red Mango o ered its 100,000Facebook ans a $1-o coupon when its an page reached that

ollower milestone. The next month, the company asked its ans ithey would visit more o ten i the stores o ered a line o all-natural

ruit and yogurt smoothies, and hundreds o ans posted enthusiasticpositive responses.

Brands also learned how to leverage the sites as e ectivecustomer service management tools. As more brands did so, anumber o new technologies emerged to help track customers

online conversations. The tools helped brands address customer service issues and provided insight into what people were sayingabout their overall customer experience.

For 2010, look or brands to nd more ways to use social media,including the creation o branded video channels. A small hand ulo restaurant chains already have a YouTube channel, and

orward-thinking ones will use those sites or more creative brandingopportunities. The outlet has potential or a new orm o restaurantmarketing, a la The Food Network. Instead o turning to cable,consumers may soon be learning how to cook rom their avorite ast

casual.Those who nd new ways to

use social media will be readyor the next technology wave, said

Adam Sarner, research director at ITconsulting rm Gartner Inc., whichspecializes in social CRM.

The need to communicate(stays the same) but thetechnology and where people aregoing to communicate does change,he said.

TOP MARKETiNG TREND OF 2009:SOCiAL MEDiABrands looked to Facebook and Tw tter to connect w th ans. By Christa Hoyland



44. Atlanta BreadAtlanta / No. o un ts: 107

Nearly two years ago executives atAtlanta Bread, acing stymied growthand outdated interiors and menuitems, made the decision to rebrandthe concept. Te process began in 2009as designers created a new interiorlook that made use o private seatingareas, com ortable so as, a so er colorpalette, updated artwork and newmenu items. In certain markets wherethe upgrade has been incorporated,locations have had a 30 percentupswing in same-store sales.

45. Grand TraverseP e CompanyTraverse C ty, M ch. / No. o un ts: 17

Te owners o Grand raverse PieCompany purchase more than1 million pounds o Michiganagricultural products each year. Whileits growth leveled o in 2009, thecompanys ocus on supportinglocal suppliers is something tobe commended. Since opening its

rst location in 1996, owners Mikeand Denise Busley have expandedtheir pie shop to include a line o sandwiches, soups, salads and quiche.Te stores also sell Make and Bake PieKits that can be used or community

undraising e orts.

46. Freeb rds World Burr toEmeryv lle, Cal . / No. o un ts: 28

Since being purchased by avistock Group in 2007, Freebirds has openedtwo new locations in its primary market o exas. Five more stores areslated to open in the early monthso 2010. In addition to the ood,customers have come to love Freebirdsinnovative interior design and itssupport o community events such asBike to Work and School Day, whichstarted in 1994 as a community wide

e ort. Freebirds participates by givingaway ree burritos to bikers whodescend upon its Northgate location.

47. Schlotzskys DelAust n, Texas / No. o un ts: 365+Schlotzskys Deli shi ed its servicemodel in 2009 at the companysapproximately 365 locations as part o the brands re ocus on the customerexperience. President Kelly Roddy said the new system has decreasedthe number o customers who pick up the wrong order and has improvedaccuracy. Te company also unveiledits new tag line, lotz better, designedto re ect other changes taking placethroughout the restaurants. Teshi occurred across all aspects o restaurant operations rom anupdated store design to enhancedcatering and customer serviceprograms.

48. Noodles & CompanyBroom eld, Colo. / No. o un ts: 218

In addition to placing third on ParentsMagazines ranking o the best astcasual restaurants in 2009, Noodles& Company opened in several newmarkets during the year. Locationsin Illinois, Cali ornia, Colorado andMinnesota helped the brand grow itsnationwide ootprint. Te company also launched its new signaturespaghetti and meatballs dish. Te dishwas Noodles & Companys rst newpermanent menu addition since 2004.

49. zp zzairv ne, Cal . / No. o un ts: 92

Zpizza shed its borders and boundariesin 2009 with the opening o threeinternational locations. Te company now has three locations open in theMiddle East and one in Mexico. Testores mark the beginning o zpizzas journey into the Middle East andMexico, both important expansionterritories or the Cali ornia-basedchain. In all, the company, whichopened its rst location in 1986, hasmore than 400 locations planned or theUnited States, Middle East and Mexico.

50. W ldfowerBread CompanyScottsdale, Ar z. / No. o un ts: 11

Wild ower Bread Company ounderLouis Basile has built his chain o bakery-ca s around the premise o serving great ood. Sandwiches includRoasted Sweet Potato on herb ocacciand braised bee on a grilled ciabattarole, while Butternut Squash Ravioliand Spinach & Artichoke Lasagna

round out resh pasta o erings. Basileattention to detail also can be seenthroughout every design element o the restaurant. He also is planning toopen two new locations later this year.

51. SweetgreenWash ngton, D.C. / No. o un ts: 3

Tree Georgetown University studentsyearning or a more diverse selectiono dining options decided to solvethe problem themselves by openingSweetgreen, a healthy ast casualconcept o ering all-natural saladsand rozen yogurt. Inspired by similarconcepts in Los Angeles and NewYork, the trio re ned their conceptduring senior year and then set outto create a restaurant that combines ahealthy meal with a healthy dessert.Tey opened their rst location in August2007 and two more locations in 2009.

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52. The M xxKansas C ty, Mo. / No. o un ts: 2

Owner Jo Marie Scaglia opened TeMixx in 2005 a er observing the need

or a healthy ast casual alternativein a city where barbecue rules. TeMixx allows its patrons to customizetheir own resh salads and sandwiches

rom an extensive list o more than50 ingredients. Te Mixx urtherdi erentiates itsel by using real dishes,glass cups and metal atware in anattempt to minimize its carbon ootprint.

53. XocoCh cago / No. o un ts: 1

From celebrity che Rick Baylesscomes Xoco (Mexican slang orlittle sister), a 40-seat eatery with amenu o Mexican street ood such asMexican hot chocolate, tortas, churros,empanadas and caldos (meal-in-a-bowl soups). Break ast is serveddaily until 10 a.m., tortas are serveda er 11 a.m. and caldos are serveda er 3 p.m. Te restaurant also hasbeen awarded Leadership in Energy

and Environmental Design Goldcerti cation.

54. Boston MarketGolden, Colo. / No. o un ts: 530

Change was in the air orBoston Market in 2009 as itnamed F. Lane Cardwell, amember o P.F. Changs ChinaBistro board since 1999,as its new CEO. Te chainalso expanded its menuand ormed a partnershipwith American Airlines too er sandwich and saladoptions on select ights

or $10 per meal. o helpease the economic pinch, BostonMarket launched a two-kids-eat- reepromotion or amilies with childrenages 14 and younger.

55. ital an Oven Ca West Palm Beach, Fla. / No. o un ts: 1

Tere are ast casuals that serve Italiancuisine and then there is Italian OvenCa . Te 3,400-square- oot restaurant

eatures a menu rich in olive oil, nuts,ruits and vegetables. Founder James

Frye expected the restaurant to hita rst-year revenue o $1.7 million,based on a $9.50 check average. Amenu avorite is the Heirloom omato

ower, eaturing resh mozzarella,basil, eld greens, sea salt, extra virginolive oil and a balsamic glaze.

56. Elevat on BurgerArl ngton, Va. / No. o un ts: 6

In 2009, the rst ve Elevation Burgerranchised locations opened and, as

o January 2010, 45 locations hadbeen sold. Restaurants are planned

or the markets o New York City;Coral Springs, Fla.; and Potomac, Md.Te rst international units also weresold with ve locations set to open inKuwait. Te company is working onseveral new ranchise deals aroundthe United States and in some limitedinternational markets.

FASTCASUAL.COM

SWEET SIXTEEN

With brands such as Red Mango,FreshBerry and Tasti-D-Lite changingthe sweet spot o ast casual dining,we thought wed pay homage tothe concepts that provide indulgentdelights in a variety o ormats.

We start our list with ice creaminnovators Ben & Jerrys, which recentlylaunched favors such as MissionMarzipan, Maple Blondie and TripleCaramel Chunk. And while ice creammade a strong showing in 2009, thetrue winner o the dessert/yogurt/smoothie category was rozen yogurt,the sweet treat rst made popular inthe early 1980s.

Cupcakes also rose in popularityduring 2009. Because o this, we hadto recognize the sel -proclaimedworlds rst cupcake bakery, SprinklesCupcakes in Beverly Hills, Cali .

These sweet 16 brands, listedalphabetically rather than by rank,stand out because o their upscaleatmospheres and quality ingredients, a

urther testament to consumer demandor a unique dining experience

regardless o menu o erings.1. Ben and Jerrys2. B ttersweet: The Chocolate Ca 3. Cefore

4. Cold Stone5. F nale Desserter e & Ca 6. FreshBerry7. Jamba Ju ce8. Magg e Moos9. Marble Slab10. P nkberry11. Planet Smooth e12. Red Mango13. Spoon Me14. Spr nkles Cupcakes15. Tast -D-L te16. Trop cal Smooth e Ca

B o s t o n Ma r k e t



57. Moes Southwest Gr llAtlanta / No. o un ts: 400+

Its been quite the year or MoesSouthwest Grill. In an AOL Businesssurvey, Moes was named as thenext It concept by consumers. Italso made junior-sized burritos apermanent menu item and openedits rst prototypical green location.Te Williston, Vt., location hasbeen Leadership in Energy andEnvironmental Design certi ed and

eatures locally sourced buildingmaterials, low- ow toilets and aFreeaire management system or thewalk-in cooler.

58. J mmy JohnsChampa gn, ill. / No. o un ts: 970

Founder Jimmy John Liataud hasprojected the sandwich chain willgrow to 1,000 locations by the summer

o 2010. Di erentiation and ocusedpositioning helped sandwich chainssuch as Jimmy Johns grow in 2009.One way the company sets itsel apart

rom other brands: It o ers onlineordering to its more than 200,000Facebook ans through the socialmedia Web site. Te company alsocontinues to promote the convenienceo its menu o erings through a variety o delivery options.

59. Shanes R b Shack No. o un ts: 67

Te year or Shanes Rib Shack startedwith the announcement o its saleto Petrus Brands, which purchasedboth Shanes and Planet Smoothie

rom Raving Brands. Just one monthlater, Shanes opened a location inKhobar, Saudi Arabia, through a dealexpected to bring 45 Planet Smoothieand Shanes Rib Shack restaurants tosix countries in the Middle East overthe next ve years. In the U.S., Shanesexpanded into Georgia and SouthCarolina, and continues to lead thebarbecue segment o ast casual dining.

60. PennStat onEast CoastSubsC nc nnat , Oh o /No. o un ts: 212

Penn Station East Coast Subs rolledout ve new Cold Deli Classic subs in2009 to complement its current menuo twelve hot grilled-to-order subs.Following market testing in Louisville,

Ky., the new Cold Deli Classics wasrolled out systemwide in all 212 PennStation restaurants. Penn Stationpresident Craig Dunaway said early results rom the Louisville test back upindependent consumer research recently done by the chain. Several customershave told me that once they tried a coldItalian sub, they ordered it that way asecond and third time. Tat tells mewere on to something special, he said.

61. Baja FreshCypress, Cal . / No. o un ts: 386

Baja Fresh Mexican Grill began 2009 by opening a new location in San Jose, Caliand closed the year with the unveiling o

our new stores in Manhattan. In betweenBaja Fresh expanded into the Las VegasMcCarran International Airport andNashvilles Vanderbilt University MedicalCenter. Founded in 1990, Baja Freshoperates under a philosophy it calls live

resh. It o ers only all- resh ingredientsand goes as ar as to eliminate the use o

reezers, microwaves and can openers atall o its stores.

62. PAULCro x, France / No. o un ts: 240 worldw deMore than 300 French armers plantproduce on more than 8,650 acres orPAUL bakeries throughout the world.Te rst location opened in France in1889. Menu items include country-style and ancy bread, croissants, pastries,cakes and desserts, snacks and sandwichesand more than 5 million customers areserved every month. PAUL has our

locations in the United States allin and around Miami. Te shops aredesigned like old- ashioned bakeriesand the bread is still prepared andcooked in ull view o the customers

63. Panda ExpressRosemead, Cal . / No. o un ts: 1,272

Panda Express launched its Wok Smartprogram in 2009 to educate guestsabout the wide variety o healthy-eating

options available on the menu. Wok Smart identi es 18 sides, entrees andappetizers that are 250 calories or lessper serving. Te launch o Wok Smarttied in to last years menu labelinglegislation passed in several states acrosthe country. Te legislation requireschain restaurants to display nutritionalcontent or menu items. Panda Expressalso launched its Sweet Fire ChickenBreast menu item and its subsequentnational advertising campaign.

es Southwest Grill S h a n e s R i b

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64. FatburgerSanta Mon ca, Cal . / No. o un ts: 94

Fatburger has its sights set onexpansion with six new stores setto open in the Los Angeles area in2010 and more than 40 internationallocations to open over the next severalyears. Te popular southern Cali orniaburger joint has 17 stores planned

or Saudi Arabia with a rst locationscheduled to open in 2010 in Riyadh;

ve scheduled in Kuwait; deals in placeor 30 stores in Qatar, Egypt, Lebanon,

Jordan, Syria and Oman; and 15planned openings in Canada.

65. Pancheros Mexican GrillCoralv lle, iowa / No. o un ts: 56Pancheros opened 10 new locationsin 2009, including restaurants in NewJersey, Maryland and Cali ornia,moving closer to its goal o having75 stores open by the end o 2010.Te ranchise also added a catering

program in April that includes staplessuch as burrito bowls, tacos, saladsand resh-pressed tortillas. Tis is abig year or Pancheros. Were enteringnew markets which will make the

brand visible to more people than everbe ore and through our social mediastrategies, weve gained ans in some o our biggest markets as well as marketswhere we do not have a presence yet,said ounder Rodney Anderson.

66. Qu znosDenver / No. o un ts: 4,500+

Quiznos ocused on providing itscustomers with an a ordable alternative

in 2009 as the country remainedgripped in a recession. Te sandwichranchise started a new promotion to

coincide with its survey that said sevenin 10 workers have lost workplace perksduring the recession. Te promotion,called oasty oasty, allows customersto buy one o Quiznos sandwichesat ull price and pay only $1 or a

sub or a co-worker, a riend whowas recently laid o , themselves oranyone else. At the same time, Quiznosremained ocused on expanding itsa ordable o erings by creating its Flex

Plan, a tiered product developmentstrategy that allows or simultaneousdevelopment o di erent products.

67. Pat & OscarsCarlsbad, Cal . / No. o un ts: 19

New menu items and a new interiordesign re ect some big changes madeby Pat & Oscars in 2009. Te newmenu items were created by company executive che Greg Schroeppel, and

are part o a companywide initiativeto bring in more exotic and seasonalavors. Te new menu is supported

by a new interior design, includingan updated color scheme and new

urniture. And Pat & Oscars executivsay the changes have all been designedto revitalize the brand, employees andthe guest experience.

FASTCASUAL.COM

The smallest to the largest ast casual eateries started loggingonto mobile ordering solutions or customers in 2009, and themomentum will continue as many more begin to use these one-stop solutions to help customers nd, order and pay or their ood.A ter all, convenience is king in our increasingly smart-phone-based world.

With a mobile app, you have the opportunity to makethings simpler because you can identi y the user a lot moreaccurately than you can (on the Web), Je Scott, editor oapp-rating Web site 148apps.com, said. (You can tie) phonesto an account, so when a user has entered his credit card in o, youdont need to ask or it again. An iPhone can also tell your location.You probably cant get the accuracy o an apartment number,but you do have the closest cross streets, which they ask or a lot inordering.

Scott urges ast casual operators and developers to takeadvantage o push noti cation, which can alert app owners tospecial deals.

Lets say the local baseball team has a big away gamestarting in three hours. You could push a noti cation timed right

be ore the game to your app owners, when people are looking or ood to take along the way. There are all kinds o things you can do

like that to push out special o ers and one-time deals.Early industry adopters have shown the app advantage in

motion. Industry leader Chipotle Mexican Grill was one o theearliest adopters in the segment. The company made

its ordering application available on theApple App Store in August 2009, a ter a

alse start earlier in the year (the server had been overwhelmed by customer response, and crashed). The revampedand much-praised mobile ordering appgives iPhone and iPod Touch users theability to create their Chipotle order,

place it at the Chipotle location o their choice and also pay or their ood directlyrom their device. Using location-based

technologies, customers also can quickly ndthe nearest location.

With over 40 million iPhone users and a high consumer demandor delivery and takeout meals, mobile ordering is a tremendous

opportunity or restaurants, said Joseph Gagnon, chie executiveo cer o ordering solutions provider Exit41. We expect our mobile applications to become an increasingly important way or consumers to order ood rom their avorite restaurants and asigni cant portion o our business in 2010.

TOP TECH TREND FOR 2009:MOBiLE APPS The k ller tools for fastcasual order ng and loyalty. By Jennifer Litz



68. The CounterCulver C ty, Cal . / No. o un ts: 23

Te Counter currently has plansto open our new locations in theCali ornia cities o Newport Beach,West Hollywood, and orrance, andHouston, exas. Te company justopened a location in Carlsbad that isthe rst and only location to have alounge component and separate loungemenu that is di erent than theirregular o erings. Te lounge menuincludes parmesan cheese ries, a riedgoat cheese sandwich, ried oliveswith garlic aioli, and adult spikedmilkshakes. Starting in 2010, TeCounter also is launching a MarketSelection program at all the locationsin which each restaurant will o erseasonal and locally sourced menu items.

69. Togos Sandw chesSan Jose, Cal . / No. o un ts: 242

ogos is so sure o its PastramiSandwich that last year it o eredcustomers a money-back guarantee.Te company also celebrated NationalPastrami Day by giving away a MiniClassic Pastrami Sandwich to the

rst 100 guests at each location.Te promotion was designed toreintroduce the pastrami sandwich toits customers and to give them a tasteo ogos mini classics sandwich line.Te company unveiled the line or alimited time in November. Te miniclassics were sold or $2.99.

70. Wahoos F sh TacosSanta Ana, Cal . / No. o un ts: 52Wahoos Fish acos set its aim atthe college crowd by opening newlocations on two new campuses, theUniversity o Cali ornia, Irvine, and Cal State Bakers eld. Wahoos has receivedan overwhelming response to ourrecent ranchise expansion plans, saidom Orbe, vice president o marketing,

responsible or ranchises or Wahoos.Wahoos appointed Orbe VP in 2009.

He is responsible or leading thegrowth o stores across the country.

71. Muscle Maker Gr llWoodbr dge, N.J. / No. o un ts: 17

Muscle Maker Grill went rom oneopen unit in 2009 to 17, with another150 units sold. Te menu eaturessandwiches, salads, wraps and paninidesigned to help customers buildmuscle and lose at. Started by tness-enthusiast Rod Silva in 1995, menuitems include the God ather, grilledchicken breast on a bed o broccoliand portobello mushrooms, roastedred peppers and low- at mozzarella.

Silva also was eatured on a FoxBusiness segment discussing healthy menu items and its growth duringrecessionary times.

72. Wh ch W chDallas / No. o un ts: 101

From July to October, Which Wich ledthe RestaurantChains.net list o the top20 astest-growing concepts. During theresearch period, the company opened 18

new locations. Te sandwich chain also joined the healthy dining initiative by adding its name to healthydining nder.com, a Web site that helps nutrition-conscious diners easily nd restaurantso ering healthy dining menu items.Te company also celebrated its sixthanniversary in December.

73. C tr ne New World B stro Redwood C ty, Cal . / No. o un ts: 1

Global cuisine is the inspirationor Citrine New World Bistro. Te

concept, owned by grocery chainSa eway Inc., eatures a diverse menuo ood and wine. Entrees includeIndian Vindaloo with Chicken, BajaCali ornia Fish acos and CaribbeanPork Platter. Te concepts VP o culinary exploration is Je Anderson,whose resume includes stints atWol gang Pucks Postrio and theCyprus Club.

Seven UpThe brands re nvent ng the

ast casual beverage sectorCash-strapped customers in

2009 were still willing to ork outdough or truly nutritious grub romtransparent companies o ering

ood that was honest. Our list o topbeverage companies presentedin alphabetical order refects theimplications and incarnations o thatmovement, including an emphasison local and healthy oods andbeverages.

Starbucks gained traction in 2009 byrealizing the gravity o the honest oodmovement. The company rebranded(or unbranded) two Seattle locations,renaming them 15th Avenue Co ee& Tea, and Roy Street Co ee & Tea.

The stores eature wine and beer,eco-conscious designs, local DJs or entertainment and locally sourcedbaked goods. PJs Co ee o NewOrleans also got a recent boost romestablishing itsel as uberlocal a ter company o cials secured a two-year deal to position the brand as ThePre erred Co ee o the New OrleansSaints. Such community-mindedmeasures helped the brand grow a ter months o fat sales.

The continued ocus on healthalso was highlighted newer beveragestars such as tea. Ten Rens Tea Time,

originally based in Taiwan, openedlocations in Cali ornia, New York andMaryland in 2009. The brands sweetspot seems to be the increasinglypopular boba tea, a sugary libationmade mostly rom Japanese tea,cream and tapioca balls.

1. Car bou Co ee2. Peets Co ee & Tea3. PJs Co ee o New Orleans4. Seattles Best Co ee5. Starbucks6. Ten Rens Tea T me7. The Co ee Bean & Tea Lea


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74. CPK ASAPLos Angeles / No. o un ts: 9

A smaller version o Cali orniaPizza Kitchen, the companys ASAPlocations are more or the dash-and-dine consumer still looking or aquality meal. New menu items orASAP locations include MoroccanChicken Salad, uscan White BeanMinestrone and the Cranberry WalnutChicken Salad Sandwich. In 2009, a

ranchisee also opened the companysrst ast casual restaurant on the

college campus o Ho stra University.

75. EVOSTampa, Fla. / No. o un ts: 7

EVOS solidi ed its reputation as oneo the countrys most environmentally conscious ranchises when Greenopiarecognized it or its e orts to be asgreen as possible and to keep itsenvironmental impacts to a minimum.Greenopia is a directory to helpguide consumers looking to makeenvironmentally and socially consciouspurchases. In its review, Greenopiaclaims EVOS is arguably the greenestburger chain in the U.S.

76. R s ng Roll GourmetAtlanta / No. o un ts: 10

Rising Roll Franchising LLC plans tolaunch an express version o the concept

or airport, university and hospitallocations. Te idea to create an express version came a er an ofce management

company approached Rising Rollpresident Mike Lassiter and asked himto put it in other ofce buildings. Te

rst Rising Roll Gourmet Expressopened in early 2009 in Atlanta.

77. Bread & CompanyNashv lle, Tenn. / No. o un ts: 4

Bread & Company serves up resh-baked bread at the concepts our unitsand is so popular it has a cult-like

ollowing in its hometown o Nashville.Fans rave about the resh ingredientsand unusual bread, like its Iroquoissandwich with Almond- arragonChicken Salad on Cranberry PecanBread. Te bread is the base orthe chains extensive menu, whichincludes the option o create-your-own sandwiches.

78. Back Yard BurgersNashv lle / No. o un ts: 120+

At 27 years old, the betterburger chain is almost like agrand ather in the category

compared to some newerupstarts. With new media partnerParamore|Redd Online Marketing,the company recently relaunched itsWeb site and kicked o a social mediacampaign. Via Facebook and witter,the company is aggressively marketingits brand to spread the word about itshomemade style burger and chickensandwiches in an e ort to engage loyal

ans and gain new ones.

79. Sandellas FlatbreadNo o un ts: 150+ worldw de

In addition to opening its rst locationin Dubai, Sandellas Flatbread openedup San Diego County in the UnitedStates or ranchise opportunitieslast year. Te company also signed a

ranchise deal or three restaurants inOhio. In 2009, Sandellas openedsixnew locations to in Houston; Dubai,United Arab Emirates; Washington,D.C.; Fargo, N.D.; Urbana, Ill.; andAliso Viejo, Cali .

80. Capr ott sSandw ch ShopLas Vegas / No. o un ts: 55

Tis gourmet sandwich chain startedas a shop in the Little Italy area o Wilmington, Del., more than 30years ago. Te concept ound itsniche in roasting resh, whole turkeysovernight or sandwiches. A success

ranchising program proved the chainwas just as success ul in Las Vegasas in its home state. Capriottis hasexpanded to 10 states and has plansto open ranchises in 20 major citiesacross the United States within thenext ve years.

FASTCASUAL.COM

ing Roll Gourmet

S a nd e l l a s F l a t br e a d



81. Le Pa n Quot d enBrussels, Belg um / No. o un ts: 90+ worldw de

Brussels-born Le Pain Quotidien is aglobal bakery-and-sandwich conceptthat is spreading across the UnitedStates, where it has 30 locations. Tisenvironmentally conscious bakery/ca sources organic and local ingredientswhile incorporating green buildingdesigns into its stores. But its the breadand baked goods, such as made-to-order Belgian-style wafes, that keepcustomers coming back. echnomicrecently noted the chain was the leaderin store count with a growth rate o 29.6 percent or the segment.

82. Mad GreensDenver / No. o un ts: 8

Te salad concept goes beyond healthy gourmet made-to-order salads to o ersoups, panini and wine. Ahead o thebetter- or-you eating curve, Mad Greenshas earned the Best Healthy Lunch inDenver award or three straight years.Te chain is intent on adding at leasttwo locations in the coming year and

recently purchased its rst commercialbuilding or its latest opening. Futureplans also include a revamped Web sitewith a nutrition calculator.

83. Cheeseburger BobbysAtlanta / No. o un ts: 5

Cheeseburger Bobbys is intent onexpanding its gourmet burger concept.Te 3-year-old company has twounits scheduled to open soon in its

home city, with Birmingham, Ala., thenext target market. From there, thechain plans to open 50 more locationsin the Southeast over the next ewyears. Founded by the same peoplebehind pizza bu et concept Stevi Bs,Cheeseburger Bobbys borrows romthe casual dining model, o ering mintsto just-seated customers and pager-coasters to noti y customers whentheir order is ready.

84. The Hab t Burger Gr llirv ne, Cal . / No. o un ts: 32

Te Habit Burger Grill recently addedits rst drive-thru, but its unlike thetraditional quick-service model. Tisone is environmentally riendly, withsolar panels to help o set traditionalenergy sources. It makes sense thata beach-born concept would careabout the earth. Te company alsohas a passion or its ood, ocusing onpremium quality, taste and innovation.

85. Salad Creat onsCoconut Creek, Fla. / No. o un ts: 49Salad Creations has grown to nearly 50 units since its start seven years ago.Te chain is a nutritious and quick alternative to traditional ast ood, withmade-to-order salads. Guests choose

rom scores o arm- resh vegetables,ruits and cheeses as well as a variety

o proteins. Te company supports its

ranchisees with an extensive trainingprogram and comprehensive operatingsystem.

86. Suk ThaNoodle HouseBoulder, Colo. / No. o un ts: 1

Suki Tai Noodle House eatures ast,resh and healthy cuisine with a line o

authentic Suki-style Tai noodle bowls.Just like the street-vendor style o oothat inspired the concept, each bowl

is cooked to order inront o customers.

Tis noodle houserelies on innovativemagnetic inductioncooktops to replicatethe experience andeach bowl includesauthentic Tai vegetables and brothalong with the proteino choice. Otherspecialties includepapaya salad, sea oodsalad, Pad Tai and

Tai-style spring rolls.

87. Wol gangPuck ExpressBeverly H lls, Cal . /No. o un ts: 80+

Te ast casualend o Wol gangPucks ne-diningempire, Wol gangPuck Express brings

the celebrity che s French-inspiredmodern cuisine to nontraditional,high-tra c areas like malls andairports. Te cuisine is also a ordable,with lunch and dinner hoveringaround the $10 price point. Wol gangPuck also was the rst celebrity che trecognize the importance o ast casudining.

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88. Pe WeScottsdale, Ar z. / No. o un ts: 150+

Sales slowed or this pan-Asian astcasual in 2009, though its 2008numbers were some o the best inthe segment at $278 million. Butthe restaurant did comparatively better than competitors throughnew innovative menu itemssuch as an egg-noodle-basedJapanese Chile Bee Ramen andsocial media outreach thecompanys Facebook page alonehas more than 44,000 ollowers.

89. The P ta P tCoeur dAlene, idaho / No. o un ts: 100+

International healthy pita chain TePita Pit has gotten top marks in many business publications or its growth.Tats because this growing concept

has painted itsel as an accessiblesandwich eatery with a Lebanese spin.Ethnic-minded eaters can get good-

or-you toppings like baba ghanoushor hummus, while more traditionalpalates can enjoy a amiliarlunch with

ewer carbs rom the thinnerbread. Tebrand capitalizes on its conscientiousapproach with a reduced-calResolution Solution menu and LEEDcerti cation or many o its stores.

90.V llage Burger BarWest V llage (Dallas), Texas / No. o un ts: 3

Tere are apparently enough peoplewho crave martinis with their meatpatties that this literal burger bar

concept has gotten great buzz. TeVillage Burger Bar serves creativeburgers rom the classic standard toturkey and goat cheese with driedcranberries, along with sides rom riesto sweet potato strings. But it places just as much emphasis on its drink menu, which includes everything romcinnamon apple martinis to mango-

avored margaritas.

91. Le BoulangerSunnyvale, Cal . / No. o un ts: 17

Le Boulanger is like Panera Breadsolder sibling with more discerningtaste. Tis bakery-ca concept alsosells resh-made soups, salads andespresso drinks, but it also has a moreworldly palate o ering avors likecurry, eggplant and hoisin sauce and is very anchored in its Cali orniacommunity, o ering local youth grouptours o its main commissary.

92. Sw chNew York C ty / No. o un ts: 2

Te concept is only our yearsold, but its quirky attitude andplethora o avors have helpedcrack the most competitiveo markets. Swichs inventivepressed sandwiches use premiumingredients like Haas avocados,Gruyere and olive tapenade, but thesandwiches they ll go or $6 to $9Te companys stylish, minimalistpresentation extends rom its green-minded dining room to cateringclients like Martha Stewart LivingOmnimedia and Te Food Network.

93. The Cheese CourseWeston, Fla. / No. o un ts: 4

Tis European-style cheese shop/bistro has recently doubled in size.Te bistros cheese-centric menu

eatures its retail products in delicioussandwiches like aleggio cheese steak and Applewood bacon with goatGouda. Education is a big componento the companys success: Each storeboasts an on-site cheesemongerready to answer customers questions.Cheese tastings and courses also areavailable. Could this be the next phaseo ast casual dining?

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S w i c h

Wei Asian Diner



94. The Loop P zza Gr llJacksonv lle, Fla. / No. o un ts: 20

Tis amily oriented pizza-burger-shakes concept was also amily

ounded by Mike and erry Schneider.Teyve grown their Florida-basedcompany slowly over the past 26 years,adding new menu items and servicedetails to their guiding philosophy o quality, ast cuisine or people o allages and palates.

95. Costa V daSalt Lake C ty, Utah / No. o un ts: 23+

Tis rapidly expanding chain is

capitalizing on the interest in Latinavor pro les with great success. Inpushing cuisine that boasts a coastalli estyle, the concept eschews theburrito-centric menu to include resh

avors like broiled sh and shrimptacos garnished with tropical ruit andserved in handmade tortillas.

96. Crazy P taRot sser e & Gr llHenderson, Nev. / No. o un ts: 1In 2009, Crazy Pitas CEO MehdiZarhloul managed to increase revenueby 20 percent over the previous yearby introducing amiliar specials withMediterranean avors such as lambchops, lamb shank and homemadelentil soup. Te company alsointroduced quality alcoholic andnon-alcoholic beverages at reasonableprices. During the year, Zarhloul

ocused on Web and print coupons,community involvement and charity support. Te company has plans toopen 20 additional locations by 2015.

97. Naples Flatbread &W ne BarNaples, Fla. / No. o un ts: 2

Tis unique restaurant conceptcombines the best elements o astcasual, casual and ne dining withcounter service at lunch and ullservice at dinner. Its upscale interior

eatures a water all with an HD Vshining through at the bar, and aWoodstone Pizza oven is seen by guests as they walk in the door. In

addition to Neapolitan pizza, grilledpanini and gourmet macaroni andcheese, the menu eatures 40 wines by the glass and more than 30 cra beers.

98. Bombay BowlCentenn al, Colo. / No. o un ts: 1

Spices are key to this resh Indianast casual and Bombay Bowl uses

them all to create exotic and avor uldishes. Te restaurants menu includesthe Vindaloo Bowl, eaturing ChiliLime Chutney, and the Saag Bowlwith Yogurt Raita Chutney. Forcustomers with allergen issues orthose seeking nutritional in ormation,the Bombay Bowl Web site eaturesallergen ingredient in ormation and anutritional calculator.

99. Ob ka Mozzarella BarNew York C ty / No. o un ts: 1

Obik Mozzarella Bar, located in NewYork Citys IBM Atrium, eatures amenu o resh mozzarella cheese andsliced meats and sh. And in 2009, itwas expected to gross $2 million, saidAnthony Fauci, managing partner o Innovative Hospitality Concepts.

100. CosDeer eld, ill. / No. o un ts: 100+

Despite a tough ew years, Cosicontinues to impress diners with itshealthy menu. In 2009, the company announced its intent to stay anindependent company. Te chainhad reviewed several proposals or

nancing or an acquisition, butconcluded staying independent o ersthe best way to maximize shareholder value. It also was named the best astcasual restaurant or kids by Parents

Magazine, beating out Corner Bakery Ca e, Fazolis, Noodles & Company and aco Del Mar.

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Be ore you accepted the position at Mooyah, you had several conversations with

ounders Todd Istre and RichHicks. What came out o those

preliminary talks?

Well, I met Rich at the very rst FastCasual summit in Pasadena, Cali ., veyears ago. I ran into him in Denver atthe 2008 Summit. He asked me whatmy plans were or the uture and told

me about this new brand that he wasbuilding.

When we got back to exas, he lookedme up and invited me to meet himat one o the Mooyah restaurants.We talked about Richs goals or thebrand and what I was interested indoing. Te conversation went well andhe invited me to come to Dallas andmeet with him and odd. We talkedabout our business philosophies, our values, the type o company we wouldlike to build, individual goals and so

orth. Te three o us really hit it o and ultimately elt that we could buildsomething great together. Tey wantedto take the brand to a new level andsaid, Wed love to have you come onboard i you are interested.

When you frst got to Mooyah,what were some o the biggest challenges you saw and howdid you set about tackling thosechallenges?

I think that the rst course o actionwas to do what we discussed needed tobe done, and that was create a uniqueidentity or the brand and improvethe level o magic taking place withinthe our walls. Te idea was to create

something un and truly give the branan identity that made people walk away and say, that place was cool.

One o the rst steps was to pull thecreative team together and determinethe direction that we wanted to go.Tere were a number o things missing

rom the overall environment. We justreally started out with a clean slateand said there are no barriers here.Our mindset was lets have some

un and create something that will besustainable and scalable.

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Alan Hixon joined the Mooyah team as president in 2009. Since then, he has spearheaded the e ort to strengthen the brand through in-store redesigns that re ect a more interactive and creative customer experience.

Mooyahs clientele range in age and ethnicity is a testament to the menu categorys broad appeal. We asked Hixon a ewquestions about his time at Mooyah and, o course, how he likes his burger.

Valerie Killife

Q&AAlan H xonpres dent Mooyah Burgers & Fr es

(cont. on next page



Going rom burritos to burgersmust have been a strange shi t.How was that transition or you?

Basically, the product itsel wasdi erent, but the undamentals o the restaurant business are the sameanywhere you go. It is all about

ood quality, guest service, and theenvironment inside the our walls.Tats ultimately what we are allselling. It was not a shi withrespect to mentality.

Tose o us who have been in thebusiness or a while have worked withdi erent brands that eature di erentcore products. Its not as i (burritos)were all I knew. It was really moreabout understanding the burgercustomer more intimately. Tere weresome speci c idiosyncrasies that Ineeded to better understand.

What were some o the thingsthat impressed you about Mooyah?

I thought the product was awesome. Ithought they had nailed that and my hat was o to them or doing a great job. And I was impressed with theteam. It was just a matter o taking theculture and magic inside the our wallsto a new level and creating an identity that would truly di erentiate the brandwithin the segment.

One thing that Inoticed was thediverse clienteleat Mooyah. What do you attributeto its variety o customers?

Te product appealsto such a broadcustomer base. Whenyou look at the in-store experience,its about providingan experienceequally appealing toeveryone.

Te product appeal presented aninteresting challenge in that it requiredus to make sure all the changeswe made inside the our walls alsoappealed to a broad demographic.What appeals to a 7-year-old kidmight not appeal to a 27-year-old or a47-year-old, and we had to spend a loto time thinking about that.

Whats your favorite Mooyah meal?

Ive got my regular order: lettuce,tomato, mustard, American cheeseand jalapeos. I do have a shakeoccasionally especially i Im withmy kids. Im a chocolate shake drinker.Te Oreo shake is my sons avorite. Hegets that one all the time.

One thing I ound early on as I talked

to customers and employees, andlearned more about what was drivingthe Mooyah engine, was that many people were wild about the ries. Wewere as much a ry concept as wewere a burger concept. I ound that

ascinating. Te ries are incredible.I did not eat ries be ore I becameinvolved in Mooyah. It just wasntsomething that was part o my regulardiet. In the beginning, Rich and I atea lot together in the stores. He wouldorder ries and I wouldnt with theintent o just having a ew o his toget a read on the quality that we weredelivering. Over a period o time, I hato start getting my own order becauseI was eating too many o his. Now itssomething I cant eat enough o .


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