As an Integrated Marketing Communications student in Northwestern’s Masters Degree program at Medill, informed on the latest marketing trends, I have identified two articles that can help you compete against these fast casual establishments.
As the economy changes, most fast food chains are not giving enough attention to potential high-value consumers, as Leslie Patton says in her article Have We Reached Peak Burger? These consumers are more health-conscious, have higher incomes, and are part of the generation of millennials who will soon become the drivers of the economy. Fast casual restaurants, like Chipotle and Protein Bar, on the other hand, are capitalizing on opportunities to appeal to these markets by providing customizable menu items, fresher ingredients, and healthier options.
Similarly, in her article 4 Reasons Chipotle Is Destroying Fast Food, Ashley Lutz says that millennials are connecting with fast casual restaurants that give customers the ability to customize their meals. Quick service restaurants are also losing market share as health conscious consumers prefer to eat at fast casual restaurants, which they feel offer higher-quality ingredients rather than throwing new items on the menu, which can be distracting and cause longer wait times.