Fast Casual-dining Restaurants

A fast casual restaurant is similar to a fast-food restaurant in that it does not offer full table service, but promises a somewhat higher quality of food and atmosphere. Average prices charged are higher than fast-food prices and non-disposable plates and cutlery are usually offered. This category is a growing concept that fills the space between fast food and casual dining.

Counter service accompanied by handmade food (often visible via an open kitchen) is typical. Alcohol may be served. Dishes like steak, which require experience on the part of the cook to get right, may be offered. The menu is usually limited to an extended over-counter display, and options in the way the food is prepared are emphasized. Many fast casual-dining restaurants are marketed as health-conscious: healthful items may have a larger than normal portion of the menu and high-quality ingredients such as free-range chicken and freshly made salsas may be advertised. Overall, the quality of the food is presented as much higher than conventional factory-made fast food. An obvious ethnic theme may or may not be present in the menu.

The moderate volume music and nontraditional decor pioneered by Starbucks are fully embraced by fast casual restaurants—approximately half of the customers eat in the establishment, compared with a quarter of fast food customers.

Technomic Information Services has created the term fast casual restaurants to describe restaurants with the following classifications:

* Limited-service or self-service format
* Average check between $6 and $9
* Made-to-order food with more complex flavors than fast food restaurants
* Upscale or highly developed decor....