Since the early days of the first fast-casual restaurants, health has been a priority. Not always the number one priority, but a priority nonetheless. As time has moved on and lifestyles have evolved to place an even greater importance of health into everyday living, QSRs have followed suit by doing their part to offer support.

And sometimes, they offer yoga. Yes, yoga.

QSR chains across the U.S. are doing what they can to attract yoga enthusiasts to their brand. This is ranging from hosting yoga classes in their locations to sponsoring yoga festivals that attract hundreds, even thousands, of participants.

Now, you may be wondering why restaurants are co-mingling with yoga fans, but the numbers totally support the efforts: approximately 36 million Americans practice yoga in some form. And the number are just the beginning of the story. The real story is in the spending that yoga fans are doing on related items: from yoga pants and mats to classes and books, estimated spending is around $16B USD.

And those who embrace and practice yoga are more likely to be focused on sustainable living habits in all areas of life. So when you’re a restaurant operator - especially in college town and areas with plenty of highly-educated, Millennial women, it doesn’t take a rocket scientist to see the benefits of making friends with the yoga-loving demographic.

To meet the culinary demands of yoga practitioners, restaurants are turning to GMO-free, free-range and grass-fed menu items because it’s all about basics - and getting back to basics - for yoga people.

The connection between yoga people and QSR operators goes far beyond the menu as well. From hosting small, intimate yoga classes on-site to catered off-site events that involve dozens (sometimes hundreds) of participants, yoga fans and QSRs have made a connection that is improving lives on both sides.

Restaurant operators also realize that connecting with a few members of the yoga community is just the beginning. Because health and vitality is of great importance to their lifestyle, they talk about it, a lot, with other yoga practitioners. So, starting off on the right foot with this crowd can lead to some valuable word-of-mouth (free) advertising and endorsements.

As healthy lifestyles grow to include healthy out-of-home eating, expect to see more of these types of connections where QSR brands connect with a demographic based on mutual appreciation of healthy living - and eating.