You familiar with Panera Bread or Five Guys? Ever visit a food truck? Each kind of business represents a part of the fastest-growing segment of the dining industry, known as “fast-casual.”
The premise is simple: a step above “traditional,” expected fast-food, but not the kind of sit-down experience you receive at restaurants. No servers. Relatively little fuss. In essence, it’s a way to create a more direct connection between customer and choice, even if that literally means taking out a middleman to put you and the creator of your food face-to-face.
What’s worth noticing about the increased attention and interest of this format of consumption is how it can also be part of broader social trends. It’s an extension of what the past decade has offered entrepreneurs and consumers in the wake of the Great Recession. New ways to approach how we give and receive goods and services.
The rise of fast-casual may not be unique to the 21st century, but it’s prominence in our preferences – creating gastro-social bonds we thought lost in the gluttony of early aughts dining – showcases a new awareness of who we want to be as eaters and drinkers. In phases of our lives, we’re searching for stronger connections to what’s around us, all the while inching ourselves back to avoid the harm that comes from too much personal investment. Get what you want, feel it’s coming from a trustworthy source, and complete the transaction.
Is it a behavior influenced by our experience of financial turmoil just years ago? Is it due to our changing relationships in the real and digital world? Whatever the reason, at least the common thread weaving these and other possible answers together is that as human beings, we’re trying to find ways to make connections.