The State of Fast-Casual: A Booming Industry That Continues To Grow

The fast-casual industry, which sits between traditional fast food and full-service dining, has continued to grow in popularity and influence, and in recent years, it has evolved in response to economic pressures, consumer demands and other market trends. The global fast-casual market, which was valued at $168.1 billion in 2023, is expected to grow to over $300 billion by 2032. It’s clear that the industry is on track to continue with strong financial performance, but for restaurant professionals, the circumstances behind this performance are just as important.

Some of the most important factors attracting customers are convenience, value, customization, freshness, and innovative or ever-changing offers. 

Fast-Casual Competitors Need To Capture and Maintain Guests’ Attention

As the industry grows, so does the fierce competition. For fast-casual owners looking to successfully break into the space or maintain a favorable status, complacency is not an option. Leveraging the features of the industry that consumers already appreciate to create additional demand is a strong strategy.

“Placer.ai’s visitation data continues to show evidence of a consumer that is seeking out deals and new products,” said R.J. Hottovy, head of analytical research at Placer.ai. “The most successful fast-casual chains in today’s environment have differentiated themselves with bundled value meals and/or new menu innovations to drive visits.”

A recent Placer.ai report shows that brands who leaned into the needs of cost-conscious consumers reaped notable rewards. For example, after Buffalo Wild Wings launched a $20 unlimited boneless chicken wing limited-time offer (LTO), the system saw a nearly immediate 8.1% increase in traffic, largely driven by 40-plus-percent traffic increases on deal days.

Taking a similar approach with flavors and ingredients allows restaurants to capitalize on another key consumer desire. Matt Harding, senior vice president of culinary and menu innovation at Piada Italian Street Food, said that he is currently seeing a strong push for spicier profiles that create “an explosion of flavor” alongside growing interest in “better-for-you” products that allow consumers to feel more connected to the food system.

Whether it’s crafting a prime LTO or identifying the next in-demand flavor combination, staying up to date with quickly changing consumer tastes can be quite the job. Though it’s impossible to develop offers that will satisfy 100% of customers, staying abreast of the overarching trends and combining this knowledge with other industry expertise and inspiration can be a great starting place.

“My approach involves staying connected to social media, consumer trends, pop culture and fine dining. Everything that becomes widespread starts at the inception stage, often driven by true innovators and tinkerers,” Harding said. “While the general public can tell you what they love, they might not foresee what they’ll like in the future. It’s these thinkers, dreamers and explorers who have a keen sense of emerging trends and bring them from the inception stage into wider adoption and proliferation. For example, ube [a purple yam popular in Filipino cuisine] began in fine dining and gradually made its way into mainstream offerings in various forms. Trends often start in high-end spaces and then move into the mainstream.”

While the Fast-Casual Space Harbors a Lot of Potential, It Is Not Without Its Challenges

Just as consumer demand shapes the fast-casual industry, so does the economy. One of the most pervasive hurdles the fast-casual industry faces is cost. Value is one of the primary benefits consumers see in fast-casual restaurants, and leaders are left to balance this important value proposition with their own food and labor costs.

“Many fast-casual operators have raised prices to offset food and labor costs the past several years, and now find themselves in a situation where consumers are pushing back on these price increases and shopping alternative channels like value grocers and convenience stores,” Hottovy said. “Some operators have offset these pressures with their own value promotions or new menu items, but they continue to face heightened competition from alternative channels.”

While the industry continues to perform at a high level, it will be imperative for fast-casual leaders to identify solutions that will allow them to maintain the value propositions the industry is so well-known for without hindering the businesses themselves. For many restaurants, identifying key offerings and working backwards to figure out how they fit within the model can lead to a solution that works for both sides. 

The fast-casual restaurant industry has carved out a significant niche by blending the convenience of fast food with the quality and elevated experience of full-service restaurants. Its ability to adapt to consumer preferences and market trends will enable it to maintain a positive growth trajectory and competitive edge for a positive future.

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