A new category of higher-end fast casual restaurants, fast casual 2.0, is further blurring the line between limited and full service restaurants. The big selling point of all fast casual, including this newer subcategory, is value. Most consumers are not deterred by the higher price point because they feel it is justified by the quality of the product and dining experience. the fast casual 2.0 subcategory is pushing the market by investing more in products, focusing on more expensive from scratch prep and offerings not available in quick serve or more traditional fast casual. Even with some fast casual moving toward offerings, like alcohol, that keep patrons in restaurants longer, they haven’t moved toward the full service that would move them into fine dining.
Read more: The Value-Driven Equation of Fast Casual