Changing the way consumers eat

Tuesday, March 3, 2009
PANELIST

                         Paul Barron
                         Publisher Fast Casual magazine

                  ...
PANELIST
                         Louis Basile

                         CEO/President

                         Wildflowe...
PANELIST
                         Ed Frechette

                         Senior Vice President Marketing

                ...
PANELIST
                         Jamie Strobino

                         Senior Vice President of New Concepts

        ...
FAST CASUAL FACTS




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
FAST CASUAL FACTS
            • Fast casual restaurants will generate roughly $12 billion in sales in
            2009
   ...
Number of Fast Casual Brands




    Source - Fast Casual magazine
                                    Copyright 2009 Fast...
Number of Fast Casual Brands


                                 0    175           350                 525               7...
Number of Fast Casual Brands


                                 0    175           350                 525               7...
Fast Casual Universe




    Source - Fast Casual magazine
                                    Copyright 2009 Fast Casual ...
Fast Casual Universe


                         Italian/Pizza                                       Ethnic
               ...
What consumer’s want in their menu




     Food Action Group - Consumer Survey, fast casual - 2008
                      ...
What consumer’s want in their menu

                                                                                      ...
What consumer’s want in their menu

                                                                                      ...
Age demographics
        These people eat at fast casual at
        least once per week




    Source - Food Action Group...
Age demographics
        These people eat at fast casual at
        least once per week                                   ...
Age demographics
        These people eat at fast casual at
        least once per week                                   ...
Most active consumers in Fast Casual

        Based on gender & profession - qualifier data: knows
        fast casual and...
Most active consumers in Fast Casual

        Based on gender & profession - qualifier data: knows
        fast casual and...
WHAT IS FAST CASUAL



                                            Fast
                                           Casual
...
WHAT IS FAST CASUAL



                                            Fast
                                           Casual
...
WHAT IS FAST CASUAL



                                            Fast
                                           Casual
...
WHAT IS FAST CASUAL



                                            Fast
                                           Casual
...
WHAT IS FAST CASUAL


                                                                              Full Grown
           ...
WHAT IS FAST CASUAL

                                                                      Pay First



                  ...
WHAT IS FAST CASUAL
                                            Fresh

                                                   ...
WHAT IS FAST CASUAL
                                                      Fresh

                                         ...
WHAT IS FAST CASUAL
                                                                 Fresh

                              ...
WHAT IS FAST CASUAL
                                                                 Fresh

                              ...
WHAT IS FAST CASUAL
                                                                 Fresh

                              ...
The “WOWquot; of a Fast Casual
                            Branded Experience!




                                  Copyr...
The “WOWquot; of a Fast Casual
                            Branded Experience!

              What you stand for

        ...
Five Star Value Proposition
           A Competitive Advantage




                         Copyright 2009 Fast Casual All...
Five Star Value Proposition
           A Competitive Advantage                               The Five Star
               ...
Five Star Value Proposition
           A Competitive Advantage                               The Five Star
               ...
Five Star Value Proposition
           A Competitive Advantage                                            The Five Star
  ...
Five Star Value Proposition
           A Competitive Advantage                                            The Five Star
  ...
Passion - Spirit, Values and
     Leadership Resides Here




                         Copyright 2009 Fast Casual Alliance...
Passion - Spirit, Values and
     Leadership Resides Here

                                                               ...
Passion - Spirit, Values and
     Leadership Resides Here

                                                               ...
Food - Great Tasting Fresh Food with
     Creativity




                         Copyright 2009 Fast Casual Alliance
Tues...
Food - Great Tasting Fresh Food with
     Creativity


      • Fresh
      • Creativity
      • Limited Time Offers
      ...
Service - Memorable From Beginning to End




                         Copyright 2009 Fast Casual Alliance
Tuesday, March ...
Service - Memorable From Beginning to End



      • Make a connection
      • Every guest is different
      • Sense of u...
Ambiance - The Visual Elements




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
Ambiance - The Visual Elements


          • What is the story?
          • Does the vibe match your vision for your brand...
Execution - Leadership




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
Execution - Leadership


     • Set the direction
     • The guide rails
     • Bottom up
     • Empowerment



          ...
Value - The End Result




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
Value - The End Result



      • Customer driven
      • Memorable
      • Tells a friend
      • High frequency
      • ...
The Operator’s Challenge




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
The Operator’s Challenge


            The operator’s challenge is to lead your entire
            organization to engage ...
Body - It’s in the Details




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
Body - It’s in the Details


      • Sweat the small stuff (you are building the brand)
      • What to measure must align...
Mind - Present & Engaged




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
Mind - Present & Engaged



      • Show up
      • Look ‘em in the eyes
      • Not just a hat rack
      • Complete the ...
Spirit - Intentions Matter




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
Spirit - Intentions Matter


     • Brand first
     • Team driven
     • Intentions aligned with values
     • Want to se...
Fast Casual In Review




                         Copyright 2009 Fast Casual Alliance
Tuesday, March 3, 2009
Fast Casual In Review
     • Fast Casual is fastest-growing segment in our
           industry

     • Branded experiences...
Q&A for the Panelists




                         Thank you
                           Copyright 2009 Fast Casual Allianc...
Q&A for the Panelists

        • Our panelists are available for questions from the
                 audience

        • F...
Tuesday, March 3, 2009
Tuesday, March 3, 2009
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Fca 2009 Education Slides Nyc Final

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Fast Casual Alliance presentation at the New York Restaurant Show - March 1, 2009

Presented by:
Paul Barron
Louis Basile
Ed Frechette
Jamie Strobino

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  • Though starbucks is tracked in the space we reference the restaurant segment





































  • Transcript of "Fca 2009 Education Slides Nyc Final"

    1. 1. Changing the way consumers eat Tuesday, March 3, 2009
    2. 2. PANELIST Paul Barron Publisher Fast Casual magazine Chairman Fast Casual Alliance & Fast Casual Executive Summit Fort Lauderdale, FL Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    3. 3. PANELIST Louis Basile CEO/President Wildflower Bread Company Scottsdale, AZ Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    4. 4. PANELIST Ed Frechette Senior Vice President Marketing Au Bon Pain Boston, MA Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    5. 5. PANELIST Jamie Strobino Senior Vice President of New Concepts Uno Restaurant Holdings Boston, MA Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    6. 6. FAST CASUAL FACTS Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    7. 7. FAST CASUAL FACTS • Fast casual restaurants will generate roughly $12 billion in sales in 2009 • The fast casual segment grew 12% in 2008 • 2009 is estimated to grow 10% in 2009 • The top three chains ranked by sales are Panera Bread, Panda Express and Chipotle • Fast Casual is the fastest-growing segment in the restaurant industry Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    8. 8. Number of Fast Casual Brands Source - Fast Casual magazine Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    9. 9. Number of Fast Casual Brands 0 175 350 525 700 1996 80 2000 245 2004 389 2008 2012 620 700 Source - Fast Casual magazine Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    10. 10. Number of Fast Casual Brands 0 175 350 525 700 60% 1996 80 2000 245 Growth like this 2004 can result in a 389 slowing segment 2008 2012 620 700 Source - Fast Casual magazine Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    11. 11. Fast Casual Universe Source - Fast Casual magazine Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    12. 12. Fast Casual Universe Italian/Pizza Ethnic 2% Coffee Fresh Mex Sandwich 7% 19% Asian Bakery Cafe 3% Burger/BBQ Steak Soup Salad Italian/Pizza Soup Salad 12% 7% Fresh Mex Ethnic Burger/BBQ Steak Coffee 9% Asian Sandwich 18% Bakery Cafe 23% Source - Fast Casual magazine Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    13. 13. What consumer’s want in their menu Food Action Group - Consumer Survey, fast casual - 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    14. 14. What consumer’s want in their menu 27% Quality Taste 33% Variety Different / Creative New Flavors 20% 14% 6% Food Action Group - Consumer Survey, fast casual - 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    15. 15. What consumer’s want in their menu 27% Quality Taste 33% Variety Different / Creative New Flavors 20% Fine Dine 14% Casual 5% 6% 11% Quick Consumers’ eating habits • 32% Percentage of food expenditures weekly • Fast Casual 53% Food Action Group - Consumer Survey, fast casual - 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    16. 16. Age demographics These people eat at fast casual at least once per week Source - Food Action Group 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    17. 17. Age demographics These people eat at fast casual at least once per week 62 - up16-24 4% 8% 25-34 16-24 25-34 50-62 12% 31% 35-49 50-62 62 - up 35-49 45% Source - Food Action Group 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    18. 18. Age demographics These people eat at fast casual at least once per week 62 - up16-24 4% 8% 25-34 16-24 25-34 50-62 12% 31% 35-49 50-62 62 - up 35-49 45% 7% 12-25K 101-125K 7% 4% 26-50K 11% Income demographics • 76-100K 29% fast casual consumers 12-25K 26-50K 51-75K 76-100K 51-75K 42% 101-125K 126K Up Source - Food Action Group 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    19. 19. Most active consumers in Fast Casual Based on gender & profession - qualifier data: knows fast casual and visits at least twice per week Source - Food Action Group 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    20. 20. Most active consumers in Fast Casual Based on gender & profession - qualifier data: knows fast casual and visits at least twice per week 0 7.5 15.0 22.5 30.0 Male Professional 18 Male Non-Professional 5 Female Professional Female - Homemaker 25 15 College Student 12 High School Student 2 Female Non-Professional 8 Retired Male 7 Retired Female 8 Source - Food Action Group 2008 Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    21. 21. WHAT IS FAST CASUAL Fast Casual Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    22. 22. WHAT IS FAST CASUAL Fast Casual First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    23. 23. WHAT IS FAST CASUAL Fast Casual Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    24. 24. WHAT IS FAST CASUAL Fast Casual Fine Ingredients Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    25. 25. WHAT IS FAST CASUAL Full Grown Appeal Fast Casual Fine Ingredients Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    26. 26. WHAT IS FAST CASUAL Pay First Full Grown Appeal Fast Casual Fine Ingredients Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    27. 27. WHAT IS FAST CASUAL Fresh Pay First Full Grown Appeal Fast Casual Fine Ingredients Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    28. 28. WHAT IS FAST CASUAL Fresh Pay First Fair Price Full Grown Appeal Fast Casual Fine Ingredients Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    29. 29. WHAT IS FAST CASUAL Fresh Pay First Fair Price Full Grown Full View Preparation Appeal Fast Casual Fine Ingredients Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    30. 30. WHAT IS FAST CASUAL Fresh Pay First Fair Price Full Grown Full View Preparation Appeal Fast Casual Fine Flexible Ingredients Offerings Fast Service First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    31. 31. WHAT IS FAST CASUAL Fresh Pay First Fair Price Full Grown Full View Preparation Appeal Fast Casual Fine Flexible Ingredients Offerings Friendly Fast Service Employees First Rate Source - Technomic Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    32. 32. The “WOWquot; of a Fast Casual Branded Experience! Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    33. 33. The “WOWquot; of a Fast Casual Branded Experience! What you stand for Differentiation Innovation Brand promise Quality drives financial performance Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    34. 34. Five Star Value Proposition A Competitive Advantage Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    35. 35. Five Star Value Proposition A Competitive Advantage The Five Star Value Proposition executed daily becomes your competitive advantage Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    36. 36. Five Star Value Proposition A Competitive Advantage The Five Star Value Proposition executed daily becomes your competitive advantage P+F+S+A+E=V Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    37. 37. Five Star Value Proposition A Competitive Advantage The Five Star Value Proposition executed daily becomes your competitive advantage P+F+S+A+E=V Passion: Brand spirit, values and leadership resides here Food: Fresh, quality food that’s creative Service: Attentive to all customer needs Ambiance: Immaculately clean, décor, restaurant vibe Execution: Leadership drives all four elements Value: Brand experience Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    38. 38. Five Star Value Proposition A Competitive Advantage The Five Star Value Proposition executed daily becomes your competitive advantage P+F+S+A+E=V Passion: Brand spirit, values and leadership resides here Food: Fresh, quality food that’s creative Service: Attentive to all customer needs Ambiance: Immaculately clean, décor, restaurant vibe Execution: Leadership drives all four elements Value: Brand experience Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    39. 39. Passion - Spirit, Values and Leadership Resides Here Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    40. 40. Passion - Spirit, Values and Leadership Resides Here TEAM Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    41. 41. Passion - Spirit, Values and Leadership Resides Here TEAM • Vision • Values - They should answer the question; What to do? • Team needs to believe they are part of something bigger than themselves • Charged Up and Ready Everyday Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    42. 42. Food - Great Tasting Fresh Food with Creativity Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    43. 43. Food - Great Tasting Fresh Food with Creativity • Fresh • Creativity • Limited Time Offers • Executable • Enhances Brand Promise Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    44. 44. Service - Memorable From Beginning to End Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    45. 45. Service - Memorable From Beginning to End • Make a connection • Every guest is different • Sense of urgency • Resolve any issues…quickly Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    46. 46. Ambiance - The Visual Elements Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    47. 47. Ambiance - The Visual Elements • What is the story? • Does the vibe match your vision for your brand? • Brand image reinforced Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    48. 48. Execution - Leadership Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    49. 49. Execution - Leadership • Set the direction • The guide rails • Bottom up • Empowerment Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    50. 50. Value - The End Result Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    51. 51. Value - The End Result • Customer driven • Memorable • Tells a friend • High frequency • Advocate for the brand Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    52. 52. The Operator’s Challenge Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    53. 53. The Operator’s Challenge The operator’s challenge is to lead your entire organization to engage at the following levels: • Body - Every detail matters, standardize all business practices and measure results • Mind - Engaged, attentive, present • Spirit - Choose your attitude and guiding values Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    54. 54. Body - It’s in the Details Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    55. 55. Body - It’s in the Details • Sweat the small stuff (you are building the brand) • What to measure must align with Brand Promise • Systematize to replicate success • Systems that can be executed • Keep it simple Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    56. 56. Mind - Present & Engaged Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    57. 57. Mind - Present & Engaged • Show up • Look ‘em in the eyes • Not just a hat rack • Complete the play Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    58. 58. Spirit - Intentions Matter Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    59. 59. Spirit - Intentions Matter • Brand first • Team driven • Intentions aligned with values • Want to serve • Fun Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    60. 60. Fast Casual In Review Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    61. 61. Fast Casual In Review • Fast Casual is fastest-growing segment in our industry • Branded experiences are memorable • Five Star Value Proposition is a sustainable road map for success • All levels of the organization must be fully engaged Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    62. 62. Q&A for the Panelists Thank you Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    63. 63. Q&A for the Panelists • Our panelists are available for questions from the audience • For more information about joining the Fast Casual Alliance go to www.fastcasualalliance.com Thank you Copyright 2009 Fast Casual Alliance Tuesday, March 3, 2009
    64. 64. Tuesday, March 3, 2009
    65. 65. Tuesday, March 3, 2009
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