Article

A look at some international fast casual concepts

From poutine to crêpes, international fast casual concepts offer variety.

August 5, 2014

By Alison Theureau, director at Food IQ

The term "fast casual" is used mainly in the United States, yet translates to various chains and independent restaurants across the world. Here in the U.S., the term is defined by our on-the-go lifestyles, coupled with a desire to enjoy a satisfying dining experience that won’t break the bank. This isn’t too different from other cultures as consumers everywhere have a demand for restaurants that offer great taste and a value. 

International fast casual concepts share common traits with U.S. restaurants. Growth and success are born out of focusing on specific regional flavors and then truly "owning" various menu items. The ability to allow consumers to customize their orders, choose their own sides, etc. is also a common theme. Made fresh-to-order is prevalent in several restaurants, and consumers both expect and accept the extra wait time to receive their meals. 

Let’s take a look outside the U.S. to see how fast casual restaurants are thriving globally:

MAX Burgers. Although technically considered to be a QSR, the atmosphere and overall concept of this chain feels more like a fast casual restaurant. MAX Burgers is Sweden’s top hamburger chain with operations that extend into Norway, Denmark and United Arab Emirates. It was founded in 1968, five years prior to U.S. burger chains arriving in Sweden  Their menu includes four different bun options, and customers can swap out French fries for green salad, bean salad, gratin potatoes, baby carrots, or sliced apples.

The Flying Pan and The Crêpe Café. "Flip out of the ordinary," is the tagline these two concepts boast. Having expanded to the Middle East, North America, Brazil and South Korea, their strategy is to bring their brand to life by incorporating cultural and geographic preferences into their menus. Both are crêperie concepts, but their success lies in differentiating menus based upon regional demands. 

Chez Ashton. Opening in Québec in 1969, Ashton Leblond (with just $700 to his name) opened this restaurant as a snack bar on wheels (or our modern version of food trucks). By 1972 he wanted to differentiate Chez Ashton from competitors, so he introduced poutine to the Canadian consumers: a plate of French fries topped with gravy sauce and fresh cheese curds. The restaurant chain also sells hamburgers, hot dogs and roast beef sandwiches, but it’s the poutine that has made Chez Ashton so famous. Chez Ashton is also known for its winter promotion: the price of poutine is lowered as the temperature drops. If it becomes -30 degrees Celsius, customers receive a 30% discount.

MOS Burger. Well-known in Asia, (there are units in China, Hong Kong, Indonesia, Korea, Singapore, Taiwan and Thailand), Japanese burger chain MOS Burger first opened in Tokyo in 1972 and now has over 1,700 units.  MOS Burger is known for its made-to-order menu. The staff prepare burgers, fries and other offerings only after an order is placed. Although this extends the wait time for patrons, they know it’s worth it. Best-sellers include: Teriyaki Chicken Burger, MOS Rice Burger and Hokkaido Pumpkin Croquette.

Nando’s. In 1992, a carryout concept started in West London and has now grown to over 300 units across the UK. Their famous dish is Portuguese flame-grilled peri-peri (African bird’s eye chili) chicken, which is marinated for 24 hours and grilled to order. The chain even offers a less "fiery" version for children. Introducing these and other new spices to consumers is one of Nando’s specialties.

When looking at the above concepts, it’s evident that each of them has a clear and ownable identity with consumers that has allowed them to grow beyond their borders. When seeking inspiration for menu expansion in the fast casual segment or any segment, taking a global view is a worthy place to start.

FoodIQ is a firm focused on uncovering consumer insights to drive new product and menu platforms.  

photo credit: wikipedia