In case you didn't know, competition is stiff out there and it's not getting any easier for newly-minted quick-serve restaurants to get noticed. But, as each year passes, we see more and more brands plant their flags and try to lure customers from the hundreds of restaurant brands that have already been established in a particular market.
On top of this, customers aren't getting any less demanding. In fact, customers are becoming more demanding than ever. The old way of marketing and branding won't cut it with today's cynical and savvy customers who want something totally unique, innovative and focused on them. Oh, and it has to be good, affordable and served fast.
So what are QSR/fast casual brands doing to stand out from a very (very) crowed field of competitors? Well, here are two very good things that are happening right now in the industry.
Shortening the Supply Chain.
"Farm-to-table" doesn't just describe a dedication to freshness in terms of menu items and ingredients, it describes an overall supply chain. And while this movement has produced many wonderful brand stories about cooperation with local farmers, dedication to freshness, and added value for customers, the reality is that the movement hasn't really worked for the vast majority of large chains.
To counter this, some chains are cutting out the middle man - literally. They're bypassing food service companies and heading straight to the farm to get what they need for their menu items. This approach is raising dining standards while also cutting costs for some brands by eliminating the food service vendor for many fresh items.
Be a Better Brand – From The Inside-Out
If you look at just about any global brand, you can see that they've evolve quite a bit over the years. Many have, finally, learned that connecting store design to customers creates a kind of unspoken language that connects diners to the restaurant and gives them a sense of belonging and inclusion.
Quick-serve and fast-casual restaurants need to be friendly, warm and inviting, regardless of whether a patron has been there one time or 100 times. Eating is an emotional event as much as it is a physical one, and the space in which we experience this needs to be emotionally appealing. Yes that my sound a little like "Psych 101" but it's true - and smart brands are using this knowledge to enhance their spaces and grow their businesses.
These two things alone, are among the top trends that are helping quick-serve and fast-casual restaurants stand out.
What things can you think of that are helping restaurant brands stand out from the crowd? What things do you think brands could be doing better? Let us know in the comments.
