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Top 100: Fast casual trends - No. 10

February 14, 2013

No. 10: Flex casual

As the restaurant industry revamps to keep up with busy, budget-savvy consumers, a new dining category has emerged. "Flex casual," a term trademarked by Randy Murphy to describe his business model at Mama Fu's. Flex casual is defined as a hybrid of fast casual and casual dining that offers counter service for lunch and full service during dinner, typically at the same price point.

Along with Mama Fu's, others such as Russo's New York Pizzeria and Wolfgang Puck Bistro have discovered that flexible service formats can maximize return  on investment by luring diners seeking convenience in the day and relaxation in the evening. While the benefits of flex casual are still being observed, its emergence in 2011 made it one trend worth watching.

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