Could Marketing Save the Fast-Casual Industry?

 

The past few years have been kind to the fast-casual dining segment. In fact, fast-casual dining was crowned the strongest growing segment across the foodservice industry, increasing $3.4 billion globally from 2014 to 2015.

Though recent studies have shown this wave of popularity might not be here to stay. New research from AlixPartners, shows that frequent customers of fast-casual restaurants (at least two visits a week) plan to cut back their visits by 13% in the next 12 months. In the wake of this significant slowdown, fast-casual executives are looking for answers.

According to the research, 44% of frequent consumers surveyed accredited the reason for less visits is due to an increased effort to eat healthier. With the surge of ready-to-eat foods, meal kit services, and online grocery shopping, dining at home options have become more appealing, giving the fast-casual sector stiff competition. Here’s a look at how 3 popular fast-casual brands leverage marketing tactics to reach consumers, promote healthy offerings and encourage visits.

While fast-casual consumers are predicting less visits, we also know that the majority of consumers (57%) say they intend to eat out at roughly the same frequency in 2017 as they did last year. So let’s take a tip from these chains who are deploying smart, consumer-focused marketing campaigns that tap into consumers’ desire for menu transparency, food quality and healthy, natural offerings with honesty and humor.

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