Who Smashed It This Year? C C
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2014 The top brands, people, trends and technologies shaping the fast casual segment Who smashed it this year? c c THERE’S ONLY ONE. THERE’SAnd it’s pure ONLY frying power.ONE. And it’s pure frying power. It’s simple math. With Henny Penny’s cook using less oil per pound all-new Velocity Series pressure fryer, of food than the competition It’syou simple can: math. With Henny Penny’s cook using less oil per pound utilize extensive programming all-new Velocity Series pressure fryer, of food than the competition save time and labor with automatic and reporting capabilities with you can: oil filtration requiring no operator utilizetouchpad extensive controls programming saveinteraction time and labor with automatic and reporting capabilities with No matter the variables, it’s easy to oil filtration requiring no operator touchpad controls reduce costs significantly by see how the Velocity Series delivers interaction extending oil life up to four Nomore matter convenience, the variables, more it’s savings easy toand reducetimes longer costs significantly by seemore how functionality the Velocity — Seriesany way delivers you extending oil life up to four moredo the convenience, math. more savings and times longer more functionality — any way you do the math. ™ www.hennypenny.com ™ www.hennypenny.com 2014 Top 100: Fast casuals are growing up The Fast Casual Top 100 Movers & Shakers is about more than how much revenue a restaurant can make in a year. Otherwise, the list would be all about math. Although profits certainly are taken into consideration, compiling this list takes a bit more Publisher finesse than just hammering out numbers. Kathy Doyle executive vice president and publisher, Our methodology allowed our readers to nominate the brands Networld Media Group over a six-week process, an egalitarian approach that often allows smaller yet innovative [email protected] brands, to make the cut. From there, a panel of judges narrowed them down — after many discussions and some debating. Editor Cherryh Butler The competition, in its ninth year, was fiercer than ever, as we had nearly 900 nominations [email protected] from which to choose. Luckily, we had a few experts to help us evaluate the nominations for the ultimate rankings. Joining me as judges were Darren Tristano, EVP of Technomic; Editor at large Nate Riggs, president of NR Media Group; Rob D’orsi, executive corporate chef at Food Joseph Grove [email protected] IQ; and Joni Doolin, CEO and founder of People Report. We applied multiple criteria against the nominees, including innovation, unit and revenue Contributor growth, use of technology and social media, branding and marketing and overall Christen Everett contribution to the industry. Top 100 panel This year’s Top 100 also recognized the industry’s 25 most influential people, the year’s Cherryh Butler top 10 technologies and menu trends and the five most interesting marketing campaigns. Senior editor of FastCasual.com As always, it’s an honor to present this year’s Fast Casual Top 100 Movers & Shakers. Darren Tristano EVP of Technomic Thanks for reading. Nate Riggs President of NR Media Group Cherryh Butler Senior editor Rob D'orsi Executive corporate chef at Food IQ FastCasual.com Joni Doolin Table of Contents CEO and founder of People Report 4 Top 50 restaurants The 2014 Fast Casual Top 100 Movers & Shakers. ©2014 Networld Media Group LLC. 13100 Eastpoint Park Blvd., Louisville, KY 40223. 20 Top 5 marketing campaigns (502) 241-7545. All rights reserved. No part of this publication may be reproduced without 22 Top 10 menu trends the express written approval of the publisher. Viewpoints of the columnists and editors are their own and do not necessarily represent the 25 Top 10 technologies viewpoints of the publisher. 29 Top 25 people 3 2014 Smashburger 1 Last year: No. 18 Recognized as one of the first to take on the “better-burger” con- menu offerings, including its burger and craft beer pairing. That cept, Smashburger is No. 1 on this year’s Top 100 list. With more item has the chain partnering with local craft breweries to pair local than 250 restaurants worldwide and plans to open another 70 to brews with select burgers. 80 units by the end of 2014, the Denver-based chain is obviously The brand continues to be on trend for what today’s foodies are a smashing success. In fact, it recently ranked No. 6 on Forbes’ seeking, said founder Tom Ryan. third annual America’s Most Promising Companies list, which rec- “Smashburger’s modern, premium approach to America’s favorite ognizes the top 100 privately held, high-growth companies with food resonates with consumers on multiple fronts,” he said. “From “compelling business models and strong management teams, as our juicy and delicious Certified Angus Beef Smashburgers, rose- well as notable customers and investors.” mary-and-garlic-seasoned Smashfries, chicken sandwiches and The chain, founded in 2007, named a new CEO in November 2013, salads, and Häagen-Dazs shakes to our fast, friendly service and a move that sometimes can halt a company’s growth. Smash- modern decor, Smashburger represents the burger restaurant for burger, however, still is going strong with Scott Crane at the helm. the next generation of burger lovers.” He’s no stranger to the brand, having led its operations for the last six years as president. The former Pizza Hut and Taco Bell exec is looking to grow the company in his new role, seeking domestic and international franchise partners throughout a variety of mar- kets, including Chicago, Miami, Seattle and Canada. The chain stays focused on menu innovation, said Crane, who pointed out that over the last year it has introduced several unique CEO Scott Crane 4 2014 Chipotle 2 Last year: No. 5 With more than 1,600 units, there’s no doubt that Chipotle is one of the most recognized fast casual for iPhone, iPad and iPod touch. brands in the world, but that doesn’t stop the company Players fly through the fictional from continuing to spread its gospel of fresh ingredients and city of Plenty to transport confined sustainable practices. animals to open pastures, fill fields It recently made history when it debuted its original comedy with diverse crops at Scarecrow Farms series, “Farmed and Dangerous,” on Hulu and Hulu Plus. The four and serve wholesome food to the citizens of Plenty. webisodes provide a satirical look at the lengths the agriculture Chipotle’s commitment to “unbranded marketing” helps it industry goes to manage perceptions about its practices. resonate with consumers, said Danielle Winslow, who works in “Our goal in making the show was to engage people through public relations and marketing for the chain. For example, both entertainment and make them more curious about their food and “Farmed and Dangerous” and “The Scarecrow” are meant to where it comes from,” said Mark Crumpacker, chief marketing drive awareness about modern food production and industrial and development officer at Chipotle and an executive producer agriculture in an engaging way. of the show. “It’s not a show about Chipotle, but rather integrates “Our use of unbranded content is a proven and impactful way to the values that are at the heart of our business. The more people tell the company’s food culture story, and this format allows the know about how food is raised, the more likely they will be to subject matter, issues and information about industrial agriculture choose food made from better ingredients — like the food we to stand front and center,” she said. “We hope that the more we serve at Chipotle.” engage people, the more curious they will be about where their The brand also got a lot of attention in September 2013, when food comes from and the more inclined they will be to choose a it released “The Scarecrow,” an arcade-style adventure game restaurant like Chipotle.” For the last few years, Fazoli’s has been on a roll. At the end of 2013, franchisees had reported same-store sales increases in 41 of the last 43 months, and although the Fazoli's chain now has about 220 units in 27 states, CEO Carl Howard wants those numbers Last year: No. 1 to grow. In fact, 2014 will see a total of 14 new units, which include three locations 3 of the brand’s new fast casual concept called Venti Tre. The success of the brand, which got its start as a QSR more than 25 years ago, has stemmed from its revamped menu and look, which repositioned it as a fast casual brand. Expanding beyond its usual spaghetti, lasagna and fettuccine alfredo offerings, the menu now includes oven-baked pasta entrées, fresh chopped salads and sandwiches and limited-time offerings, including Chicken with Marsala and cheese-stuffed Mezzaluna Ravioli. Along with the better food offerings, Howard pointed out that having employees deliver meals to tables and using real plates and silverware instead of disposable options gave the brand the fresh, upscale feeling that consumers now demand. Although Fazoli’s has rebranded itself as a fast casual brand, it’s not ready to forget its origins. In fact, the chain is embracing them by expanding into nontraditional locations. While Howard still is opening traditional units, plans are underway for six franchises to open inside retail centers anchored by fueling stations this year, and the chain also is opening an 800-square-foot unit inside a Colorado convenience store. Another unit soon will open in the student union of Texas Tech University, proving that the brand can thrive as both a fast casual and a QSR. 5 2014 Freebirds World Burrito 4 Last year: No.