Members of the Fast Casual Alliance (FCA) will present the panel discussion, "Fast Casual — Heating up the Industry" on May 18 during the 2009 National Restaurant Association Restaurant, Hotel-Motel Show in Chicago.
The fast casual segment is expected to generate more than $12 billion in sales in 2009, making it one of the fastest-growing segments in the restaurant industry.
Panel discussion members will include FCA chairman and executive vice president of Networld Alliance, Paul Barron; FCA president and CEO of Wildflower Bread Company Louis Basile; executive vice president of Technomic, Darren Tristano; Don Fox, COO of Firehouse Subs; and Husein Kitabwalla, president of Retail Brand Group. The discussion will be moderated by Linda Duke, CEO of Duke Marketing and FCA secretary.
The panel will discuss fast casual's five-star value proposition that includes passion for the industry, great food, exceptional service, an upscale ambiance and value.
Panelist Louis Basile, head of the FCA's education committee, said the value proposition evolved organically as the fast casual segment became more defined in regard to food quality and offerings.
"Then we moved into modified service systems that provided a different level of service the consumer wasn't used to experiencing. Ambiance and environment became more enhanced and those three things really: food, service and ambiance, evolved into operators becoming passionate about serving food in great spaces and being really committed to that," Basile said. "In order to do all of this, and create that emotional connection with the customer, we needed execution at all levels."
The five-star proposition also creates an intrinsic value that gives consumers an overall brand experience.
"Operators are looking for any edge or competitive advantage. While the idea or concept of providing great food with great service is no new revelation, when you add the five components together and talk about those, they really resonate well with operators," Basile said. "And especially with operators who don't have big budgets or marketing budgets. It's really about the nuts and bolts."
The session, "Fast Casual — Heating up the Industry," will be held May 18 from 2 p.m. to 3:30 p.m. in room S405.
