FCA 2009 Education Slides Texas Restaurant Show

PANELIST

Paul Barron
EVP & Publisher Fast Casual.com

Chairman Fast Casual Alliance & Fast Casual Executive Summit

Fort Lauderdale, FL

Copyright 2009 Fast Casual Alliance

PANELIST
Louis Basile

CEO/President

Wildflower Bread Company

Scottsdale, AZ


PANELIST

Alan Hixon
President

Mooyah Burgers & Fries

Dallas, TX


PANELIST
Ian Vaughn

COO, Fry Cook & Cashier
Raising Cane’s
Dallas, TX


Fast Casual
Changing the way consumers eat

FAST CASUAL FACTS


FAST CASUAL FACTS
• Fast casual restaurants will generate roughly $20 billion in sales
in 2009
• The fast casual segment grew 11% in 2008
• 2009 is estimated to grow over 10% in 2009
• The top three chains ranked by sales are Panera Bread, Chipotle
and Panda Express
• Fast casual is the most dynamic and exciting segment in the
foodservice industry today


Number of Fast Casual Brands

Source - Fast Casual magazine


0 175 350 525 700
1996 80

2000
245
2004
389
2008
2012 620

700



0 175 350 525 700
1996 80
60%
2000
245
Growth like this
2004 can result in a
389 slowing segment
2008
2012 620

700


Fast Casual Universe


Fast Casual Universe

Italian/Pizza Ethnic
2% Coffee
Fresh Mex
Sandwich 19% 7%
Asian
Bakery Cafe 3%

Burger/BBQ Steak
Soup Salad Soup Salad Italian/Pizza
12%
7%
Fresh Mex
Ethnic Burger/BBQ Steak
Coffee 9%

Asian
Sandwich
18%
Bakery Cafe
23%


What consumer’s want in their menu

Fine Dine
Casual 5%
11%

Quick Consumer eating habits
32%
• Percentage of food expenditures weekly
Fast Casual
53%

Food Action Group - Consumer Survey, fast casual - 2008

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 Consumer eating habits
32%
• Percentage of food expenditures weekly
Fast Casual
53%

Food Action Group - Consumer Survey, fast casual - 2008

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

Source - Food Action Group 2008

Age demographics
least once per week 62 - up16-24
4% 8%
25-34
16-24 25-34 50-62 12%
35-49 50-62 31%

62 - up

35-49
45%


Age demographics
least once per week 62 - up16-24
4% 8%
25-34
16-24 25-34 50-62 12%
35-49 50-62 31%

62 - up

35-49
45%
7%
12-25K
101-125K
7%
4% 26-50K
11%

76-100K Income demographics
29%
fast casual consumers
12-25K 26-50K
51-75K 51-75K 76-100K
42%
101-125K 126K Up


Most active consumers in Fast Casual

Based on gender & profession - qualifier data: knows
fast casual and visits at least twice per week


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
College Student 15
High School Student 12
2
Female Non-Professional
8
Retired Male
7
Retired Female
8


WHAT IS FAST CASUAL

Fast
Casual

Source - Technomic


WHAT IS FAST CASUAL

Fast
Casual

First
Rate
Source - Technomic


WHAT IS FAST CASUAL

Fast
Casual

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL

Fast
Casual
Fine
Ingredients

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL

Full Grown
Appeal
Fast
Casual
Fine
Ingredients

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL

Pay First

Full Grown
Appeal
Fast
Casual
Fine
Ingredients

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL
Fresh

Pay First

Full Grown
Appeal
Fast
Casual
Fine
Ingredients

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL
Fresh

Fair Price Pay First

Full Grown
Appeal
Fast
Casual
Fine
Ingredients

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL
Fresh


Full View Full Grown
Preparation Appeal
Fast
Casual
Fine
Ingredients

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL
Fresh


Preparation Appeal
Fast
Casual
Flexible Fine
Offerings Ingredients

Fast Service

First
Rate
Source - Technomic


WHAT IS FAST CASUAL
Fresh


Preparation Appeal
Fast
Casual
Flexible Fine
Offerings Ingredients

Friendly
Fast Service
Employees

First
Rate
Source - Technomic


The “WOW" of a Fast Casual
Branded Experience!


The “WOW" of a Fast Casual
Branded Experience!

What you stand for

Differentiation

Innovation

Brand promise

Quality drives financial performance


Five Star Value Proposition
A Competitive Advantage


A Competitive Advantage The Five Star
Value Proposition
executed daily
becomes your
competitive
advantage


Value Proposition
executed daily
becomes your
competitive
advantage
P + F + S + A + E = V


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


Passion - Spirit, Values and
Leadership Resides Here



TEAM



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


Food - Great Tasting Fresh Food with
Creativity


Food - Great Tasting Fresh Food with
Creativity

• Fresh
• Creativity
• Limited Time Offers
• Executable
• Enhances Brand Promise


Service - Memorable From Beginning to End


Service - Memorable From Beginning to End

• It’s a People business – your crew and customers
• Make an emotional connection
• Individualize the customer experience
• Learn to anticipate your customers needs
• Stay true to your brand – you will never please
everybody
• Bring your values to the community


Ambiance - The Visual Elements


Ambiance - The Visual Elements

RETAILTAILMENT – The “WOW” Factor

• Sensorial Experiences
theater vs. kitchen, cast members vs. employees, stage vs. Front-of-the
house

• Relating & Engaging
interactive lighting, enticing seating zones, tell YOUR story


Execution - Leadership


Execution - Leadership

• Actions and words must match
• Show Me Training
• Standardize and Measure
• Every customer, every day, every time
• Feedback


Value - The End Result


Value - The End Result

• Customer driven –
becoming “sales driven and profit smart”
• Create Memorable Experiences -
We sell more than just food
• Tells a friend –
The new POWER of Social Media
• High frequency
• Advocate for the brand


The Operator’s Challenge


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


Body - It’s in the Details


Body - It’s in the Details

• Creating the ownership mentality
(you are building the brand)
• What to measure must align with brand promise
- Your commitment to quality
• Systematize to replicate success
- Quality of your people may dictate level of detail
• Systems that can be executed and held accountable
• Enforce your standards, but empower your people


Mind - Present & Engaged


Mind - Present & Engaged

Present - Moment - Awareness


Spirit - Intentions Matter


Spirit - Intentions Matter

• Brand first
• Team driven
• Intentions aligned with values
• Want to serve
• Fun


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


• Key Trends
Healthy Menu Launches
- Camille’s - Low-cal Slim Smoothies
- Cosi - New Lighten Up menu
- Noodles & Co - You are what you eat ad campaign
Snack-sized Menu Items
- Einstein - Snackout menu
- Au Bon Pain - Low Cal “portions menu
- Chipotle - smaller portions - lower price option (in test)
Natural, Organic Local and Sustainable
- Organic To Go - Certified Organic Retailer
- Wichcraft - cruelty and hormone free practices
- Chipotle - Locally sourced in-season produce


Q&A for the Panelists

Thank you

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

• To get this slide deck please visit the FCA website

Thank you

FCA 2009 Education Slides Texas Restaurant Show

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