Who thought the health trend revolution would manifest itself in the fast-food industry in the form of guacamole and lettuce? Fast-food restaurants, such as McDonald’s and Taco Bell, have built a cozy home in the hearts of many across the globe. People swing by their favorite chains religiously to swipe for their favorite goodies or to try the seasonal special. With the food industry on steady growth with an average annual rate of 2.4 percent since 2016, there is a lot to be said for fast-casual dining, the new kid in town. Recently, fast-casual dining, a.k.a the “black sheep” of fast food, has been steeply growing in popularity and has become the decade’s most important food trend. Restaurants like Chipotle and Sweetgreen have experienced unforeseen growth. Today, Chipotle has more than 1700 stores in the US and abroad; the company started off with a stock price of $42 in 2006, and it has risen to $650 today. Sweetgreen is valued 60 percent higher than ten months ago and has expanded into new cities across America. Both companies are considered worthy long-term investment opportunities.
Why?
Unlike their fast-food counterparts, Fast-Casual Dining presents the audience with very limited yet amazing options. Their small menu ensures that ingredients stay fresh, the service is speedy, and the company does not need to spend on advertising because everyone knows what the options are. This “what more could you possibly want'' slogan is unmatched by competition and attracts all sorts of audiences. Many people feel overwhelmed with too many and too different options, but they are offered an opportunity to focus on their craving in a simple way with fast-casual dining. Chipotle and Sweet Greens embody the solution for those who crave quick and inexpensive fast food while still wanting to feel great about a healthier meal. The small menu, along with the exceptional taste of some Mexican grill or a crisp salad has made Chipotle and Sweetgreen into empires.
People have grown tired of unhealthy and uninspiring food. Chipotle’s motto “Food with Integrity '' speaks to the restaurant’s ethically and naturally sourced food, which has been gaining a lot of attraction and stole fast food- lovers and health-conscious consumers' hearts. Sweetgreen’s executives believe that simplicity and thoughtfulness is the key to a great meal. While some chains aim to be everything to everyone, Chipotle and Sweetgreen try to focus on great execution in a more meaningful way. In the incredibly saturated chain restaurant industry, specification and individuality have allowed these restaurants to blast through the roof with flavors that make everyone's mouths water. Unlike fast-food chains, Sweetgreen is constantly innovating with flavors and moods to stay relevant. Both companies have moved into mobile orders, making their dishes readily and widely accessible. Competitors are now forced to adapt or watch their consumer base shrink.
Fast-casual dining chains do not offer colorful kid’s meals or seasonal specials but, instead, have a minimalist design. Chipotle’s stores have exposed pipes and an abundance of stainless steel and plywood parallel to the small menu. All the ingredients are raw and completely exposed to the customer which offers transparency about where the food comes from and how it is being made. Chipotle, as well as other restaurants, have moved to a non-GMO promise, which lures in consumers too.
Furthermore, Chipotle’s and Sweetgreen’s customers can customize their orders to fit exactly what they want out of their meal. By doing so, they have tapped into the individualism and expression mega-trend that has been seeping into multiple industries. Consumers are battling the pressure to follow traditional norms and are searching to personalize all the items they purchase. In personalizing their orders, people are searching to build their image. Social media has been booming with “what does your Chipotle order say about you” quizzes that claim they can reveal someone’s truth. Everyone’s mix of grains and protein has become a personal stamp and a symbol of individuality.
Once again, innovation has completely shifted the way humans lead their lives. More options are available to us than ever before, and in the food industry, despite what many believe, simplicity and thoughtfulness have become the key.
Sources
https://www.cnbc.com/2019/03/13/sweetgreen-from-a-dorm-room-start-up-to-the-starbucks-of-salad.html
https://www.businessinsider.com/sc/how-sweetgreen-grew-into-a-successful-salad-empire
https://acquirelanguagenow.net/why-is-chipotle-so-popular/