Fast-Casual Profiling

By Allison Perlik, Senior Editor -- Restaurants & Institutions, 4/1/2003

My refrigerator is virtually empty.

Sure, I have beverages and condiments aplenty, but pitifully few foods that could comprise an actual meal.

It’s not that I don’t know how to cook. On the contrary, it’s an activity I quite enjoy when I can find the time and motivation. But like other members of the 18-to 34-year-old, single, professional demographic, I always seem to let work, family and social obligations take precedence. At the end of the day, I’m more likely to dine on a quickly assembled smorgasbord of salad, a packaged rice dish and tortilla chips and salsa than to prepare a hearty meal.

In my defense, it’s not just lethargy that pulls me from my pots and pans. Preparing an elaborate entrée for one often doesn’t seem worth the effort and typically leads to an abundance of leftovers. Baked lasagna serves as a fine dinner for a night or two, but any dish becomes unappetizing after four consecutive appearances.

Cost is another downfall of cooking for one at home. The price of simple stir-fry ingredients, for example—fresh vegetables, rice and protein—can add up to more than I’d likely spend in any drive-thru, which would take less time as well.

Yet I rarely choose the quick-service alternative. Although my taste buds often crave the greasy, salty goodness of a burger and fries, my hips argue for a less bulky alternative. I know that QSRs also offer their share of healthier fare, but when it comes to dinner, I want something more from my meal.

I want food that’s really flavorful. I want food that’s fresh. And sometimes, I want something a little different.

In other words, I am the ideal fast-casual customer. I match the profile to a T: I have little time and inclination to cook at home. I value the convenience of carryout but also enjoy more upscale décors that make it comfortable to dine in. And I’m willing to spend a few more dollars for the experience.

For me, the biggest draw of fast casual is the food. I like seeing my meal prepared in front of me with the option to customize it, and I am not averse to waiting a few extra minutes as a result.

I crave Chipotle’s meal-sized burritos, stuffed with savory grilled chicken, cilantro-lime rice, pinto beans and ultra-fresh salsa. I covet Panera Bread’s pick-two combinations, with a steaming bowl of creamy chicken-and-wild-rice soup and a turkey sandwich on tomato-basil bread with bacon, Gouda cheese and Thousand Island dressing. And I love to stare down Sweet Tomatoes’ sprawling salad bar, complemented by creative pastas, a bounty of breads and smooth frozen yogurt for dessert.

With such fare to choose from, I’d likely frequent such spots even more often if they were as ubiquitous as traditional QSRs. So to all those fast-casual concepts ripe for expansion, consider this an invitation: Come open shop in my neighborhood.

Your best customer is waiting.