Magazine: Fast fine: a new restaurant category

Although in 2013 fast casual restaurants’ turnover was only 15 percent of the USD 231 billion (!) realised by non-full-service restaurants, it was growing by 11 percent – nearly three times faster than the 3.5-percent growth of the category in total. They target those consumers who have more money but less time to spend, but still like to have quality food for lunch or supper. A typical chain is Mendocino Farms from Los Angeles, in these guests are welcomed by hosts/hostesses, who introduce what is on offer, , then guests choose the dishes, pay and either have a chat with the chef or go to their table; food served at their table.