Article

Fast casuals looking to QSRs to improve to-go options

April 16, 2013

By Emily Tod, Insights Project Coordinator at FoodIQ

We can't ignore that easily portable to-go meals are in demand from today's consumers. Yes, one can order their meal to-go when visiting a fast casual concept, but should fast casuals start doing more to make grabbing a bite on-the-go easier? QSRs have established themselves on getting folks in and out quickly, making the drive-thru window a staple, allowing customers to stay in their car and drive away with their tote-able meals. But the strength of QSR in this category doesn't stop at the drive-thru window. Observing what QSRs are doing well may help fast casual grab some market share of diners on the go.

Portability matters
Ease of portability is a major factor when it comes to eating on the run. What do QSRs bring to the table (or should we say office chair, driver's seat, airport terminal, park bench, etc.)? Reviewing current packaging and considering new options may be all a restaurant needs to bring it up to speed for on-the-go convenience. So much of what makes QSRs successful with diners on the go are their packaging solutions that creatively tie in functionality. Rather than serving food in traditional Styrofoam clam shells, QSRs will add vents to allow steam out to prevent condensation that makes fried food soggy and also give it handles so it is easy to carry. Think about a White Castle Crave Case or a KFC bucket of chicken. These handy packages add value to the products simply by being easy to grab and go. Sometimes, however, the menu items don't travel easily, so is it a change to the menu that is needed?

A few paths can be taken when developing the menu to become transport-friendly. One solution is a small expansion of the menu, adding an "on-the-go" section filled with items that are simply transported and quickly prepared, such as a quick sandwich that the typical QSR would carry. Is there a way to speed up the process, or are customers willing to wait a couple more minutes for the higher- quality fare available at fast casual concepts? Since fast casual menus often involve customization, partially prepared menu offerings could make up this list, allowing guests to make a few customized additions and then be on their way. A top trend of 2013 is on-the-go options — fast casual restaurants finding interesting and relevant ways to tie in hot dogs, sausages, flexible sandwiches and breakfast can help with this portable menu expansion.

Venturing into snacks
A different route of menu expansion is venturing into snacks. Statistics are being thrown around saying snacks now account for 20 percent of all eating occasions. Is another solution for fast casuals to consider adding snacks to the menu, and if so, would consumers be willing to stop into a fast casual to grab a snack? QSRs offer so many snack-like items including value menu items, sides, bite-sized and "poppable" items, smoothies and desserts. Creating new offerings such as these may increase traffic through the door, and if they won't stop in at a brick and mortar location why not bring the food to them?

Food on the move
Some predict that we will start to see chains expand their brand by creating "portable menus" in the forms of food trucks, convenience stores, vending machines, and retail grocery stores as a way to reach on-the-go consumers and pull profit from other revenue channels. Chick-Fil-A has done this in the form of a food truck, making their food available in new locations. Also, some fast casual restaurants are trying to attract customers by installing drive-thru windows to provide convenience when in a hurry.

However, does venturing into this to-go sector take away something from what makes fast casual restaurants so desirable? It's a good question, one that we may not soon see answered.

While looking to QSR for advice on how to break into to-go gets our wheels turning, is changing the packaging, menu, or service worth the risk of losing customers by taking away what makes fast casual concepts unique? We cannot say for sure as what is right for one restaurant may not be right for another, but hopefully getting the conversation started on what fast casual can do with to-go will not only spark new ideas and build bottom lines, but also fulfill our always-on-the-go consumers' demands.

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