2014

The top brands, people, trends and technologies shaping the fast casual segment

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Top 100: Fast casuals are growing up The Fast Casual Top 100 Movers & Shakers is about more than how much revenue a 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 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

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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, 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 Smashburgers, rose- well as notable customers and investors.” mary-and-garlic-seasoned Smashfries, chicken 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 Hut and 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

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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 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 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. 3 When it comes to fast casual Mexican fare, growth,” said Keith Davis, CFO. Freebirds’100 locations may seem small compared with Despite Freebirds’ goal of increasing profits and accelerating some competitors, but the chain is growing. In 2013, it opened 12 growth, count on it remaining true to the free-spirit, rock ’n’ roll locations and will open seven more by the end of 2014. In a move attitude its founders — ex-hippies — had in mind. From piercings toward pushing growth, its parent company, Tavistock, recently to tats, employees are free to look how they please, while giving hired former Chipotle exec Bobby Shaw as its SVP of operations. guests the freedom to whatever they want — even if that Shaw spent the last decade with Chipotle during its explosive desire ends up being a seven-pound “Monster Burrito.” growth, which Freebirds executives predict will come in handy. “His experience and hands-on management is just the kind of leadership we need to optimize our operations and accelerate

Burger 21, owned by Front Burner Brands, which also operates The Melting Pot franchise, has been building on its momentum since opening three years Burger 21 ago. By the end of 2013, it had signed eight new franchise agreements and 5 Last year: No. 22 opened another 14 locations. In addition, the company’s average unit volume grew from $1.47 million to $1.75 million, a 19 percent increase from 2012, said Mark Johnston, president of Front Burner Brands. Burger 21 plans to open 10 new units across five states in 2014, seeking to expand the franchise program it launched two years ago. The strategy has resulted in deals with 13 entities in nine states with plans to develop more than 20 franchised restaurants.

“We also worked very closely with Micros to design an elaborate, state-of-the-art POS system with multiple printers and large- Luna Grill screen KDS monitors,” he said. “The moment an order is entered Last year: N/A 6 into the system, every kitchen workstation and every cook knows what he needs to do to fill that order. We’ve improved efficiency Opening only two new units in 2013, the San Diego- and reduced ticket times.” based Mediterranean brand is now on a growth mission to become a national chain. The plan is to double its 10 stores to Now that operations are streamlined, the company is ready to 20 in 2014, and then again by 2016, said Dan Lowe, director of expand. Four new stores are set to open within the next four operations, who joined the brand last year after working several months in , but the brand isn’t focusing only there. Lowe years for Chipotle. has developed a multistore management system that includes opening in Texas. /Fort Worth soon will be home to a cluster The chain took a break from expansion plans last year to implement of Luna Grills, with a new POS system and to focus on a redesign, featuring an open the first opening kitchen that allows guests to walk down the line and watch chefs this summer in prepare their handmade meals, said Enrique Lombrozo, chief Flower Mound. development officer.

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Modmarket 7 Last year: N/A Modmarket’s commitment to sustainability and healthful, creative meals landed it on this year’s Top 100 list. With seven locations now serving its farm-to-table cuisine, the Colorado-based chain is looking to open three more units by the end of the year. Each location has clean, modern designs, uses real plates and silverware and serves food the way it was hundreds of years ago: raw, grilled or cooked in a stone hearth oven, said co-CEO Anthony Pigliacampo, who created the concept with a friend in 2009. The brand avoids preservatives and artificial sweeteners, making everything from scratch and using locally sourced and organic ingredients whenever possible. Because the menu relies on seasonal fruits and veggies, it changes often, giving customers new items to sample. Since offering healthy food is such a priority at Modmarket, the website includes nutritional info for each menu item and allows customers to click on any ingredient to find out where it’s sourced. Gluten-free and half-size portions also are available.

Zoës Kitchen 8 Last year: No. 10 When it comes to embracing new menu trends, Zoës Kitchen isn’t afraid to be the industry’s guinea pig. Last year, for example, it was one of the first restaurants to test quinoa when it launched its Quinoa Salad, made with tomatoes, cucumbers, broccoli, fresh greens, celery, feta, green onions and light lemon vinaigrette. “We are always looking for ways to provide our guests with balanced Mediterranean meals that they can feel great about eating,” said Lauren Hopkins, director of brand. Menus aren’t the only place where innovation is key at Zoës; the chain also takes a fresh approach when it comes to marketing. The chain ended 2013 with the creation of Fresh Takes, a recipe book with easy-to- make, healthful recipes that feature take-home sides from the chain to help families create easy and healthy dishes at home. To increase awareness for the book, the chain invited customers to create and pin their favorite Fresh Takes recipes on Pinterest for an opportunity to win a variety of prizes. One of Zoës most notable campaigns of the year, however, was its “Zoë Goes Running” partnership with ultra-distance runner Zoe Romano, who set out in June to become the first person to run the Tour de France. She hoped her 2,000-mile run would encourage others to donate funds to the World Pediatric Project, an organization that aims to save the lives of critically ill children. Inspired by her lofty goal, Zoës Kitchen launched a two-week campaign giving guests who donated $5 to WPP a mobile app goodie for $5 off any menu item. After finishing the Tour by running 30 miles a day for nine weeks, Romano ended up raising more than $160,000, of which more than half came from Zoës guests.

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McAlister’s Deli 9 Last year: No. 2 Since it was founded in 1989, McAlister’s has been an industry leader, putting its innovative spin on everything from sandwiches, spuds and soups to salads, desserts and sweet tea. Today is no exception, which is why it’s a perennial presence in the Fast Casual Top 100. The brand, under the direction of CEO Frank Paci, is always on the cusp of consumer demand. For example, it recently launched a light menu, featuring more than 200 options under 600 calories. The brand, which has corporate offices in both Alpharetta, Ga., and Ridgeland, Miss., now has more than 320 restaurants in 24 states with more on the way. It recently developed a partnership with Balboa Capital, marking its 10th franchise financing partnership in the last year to help existing and new franchisees grow and improve their businesses. Last year: No. 4 Firehouse Subs had a record year in 2013: It opened 155 new restaurants, added 111 10 new franchisees and ended the year with 722 locations. It also increased its footprint to 38 states, setting up shop in Maine, Idaho, Wisconsin and . “Maintaining our No. 1 ranking in so many key areas of the business, even during a period of rapid growth, is a direct result of the hard work and dedication of our franchise community and headquarters team,” said CEO Don Fox. Also remarkable for the year was the success of its charity, Firehouse Subs Public Safety Foundation. It donated more than $2.2 million in equipment and resources to first responders and public safety organizations.

Garbanzo Mediterranean Grill Last year: No. 15 11 The Mediterranean fast casual concept is not to launch a digital catering platform to handle everything from only growing its footprint by opening new units, operations and sales to improving customer experience and staff it’s also expanding its presence by going digital development. with business operations. The chain, which has 19 “We are very excited about these new applications as they allow us to company-owned units and nine franchises, plans to have electronically store our sales database, move orders easily between 40 units open by the end of the year, 75 by 2015 and 120 by locations and fully integrate our online ordering sales backend and 2016, said Alon Mor, Garbanzo founder, president and CEO. guest frontend,” Mor said. “Our goal is to have 80 percent of catering To pull off those numbers, Mor knew it was time to invest in come from online ordering in the next few years.” upgrading not only the company’s catering channel but also Garbanzo’s April rollout of LevelUp, a mobile payments and loyalty its mobile offerings. platform solution, is another way it’s taking business operations to “Utilizing some of the latest technology plays a large part the next level. in how Garbanzo stays ahead of the industry curve,” said “Guests can pay, receive instant digital receipts and unlock loyalty Mor, who recently partnered with MonkeyMedia Software rewards all from their smartphones,” Mor said.

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MOOYAH Burgers, Pizza Company Rubio is so passionate about the ocean that 12 Fries and Shakes 13 Last year: No. 40 he and his ad agency, barrettSF, recently Last year: No. 8 While pizza as a fast casual concept is still launched an extension to the chain’s ad Although opened 16 new units in new, the team behind Pie Five seems to campaign “To The Ocean.” The new ele- 2013, that’s nothing compared to its goal of have worked out a winning strategy. CEO ment is a commercial linking the ocean to launching 40 by the end of this year. CEO Randy Gier, who is also CEO of parent com- Rubio’s use of fresh ingredients and grilled Rich Hicks said the chain’s 2013 success pany , runs the 3-year-old chain seafood sourced sustainably when possible. was due in part to a passionate and am- and has grown it to 19 units with plans to In addition to promoting sustainable sea- bitious team of multi-unit franchisees. And develop 150 over the next five years. food, Rubio’s is an active participant in he’s not done looking for new recruits. To hit that number, Gier knows he has to World Oceans Day, an annual event dedi- “In order to continue propelling our brand help create a demand for the product, cated to celebrating and educating the forward throughout 2014, we are looking which is why the chain recently launched its public on the protection of the world’s for prospective operators that possess the first TV campaign, starring a couple of Dal- oceans, and also hosts CoastFest, an an- experience and enthusiasm necessary for las sports stars. The spots, which included nual beach cleanup and party in San Diego. long-term growth with MOOYAH,” he said. hockey legend Mike Modano and Texas “The ocean is an incredible resource. It pro- pitcher Derek Holland chatting about their vides much of our food, and also serves as Proving itself to be a “Mover and Shaker,” favorite Pie Five creations, ran this spring MOOYAH’s goal for 2014 is to achieve do- inspiration for our coastal menu, as well as during prime time on AMC, Comedy Cen- the ambience of our restaurants,” Rubio said. mestic and international growth, whether tral, Fox Sports Southwest, Discovery, FX, developing in existing markets with high TBS and TNT. demand or introducing the MOOYAH ex- PizzaRev perience to new territories, said Michael “All of us at Pie Five are big fans of both 15 Last year: N/A Mabry, vice president of franchise develop- local stars, and we were happy to know L.A.-based PizzaRev is revving up for a ment and operations. they’re fans of our pizza, too,” Gier said. year of growth. The eight-unit chain will “This twofold strategy, coupled with an ex- Although the publicly traded company is open four units by the end of the year, ceptional product, will allow MOOYAH to looking to expand quickly, Gier is a stickler and Co-CEO Irv Zuckerman projects that truly assert ourselves as the leader in the when it comes to franchisee selection. number to be in the hundreds in the next competitive burger segment,” he said. five years. “We are very discriminating in selection of The nearly 60-unit brand has plans to con- franchisees — only those with significant The chain plans to meet its growth goal via tinue its sustained expansion, already pre- capital and successful restaurant operating and corporately owned stores, dicting that the brand will add more than backgrounds,” he said. said Zuckerman, who said the 2-year-old 1,000 jobs to local communities through its chain launched its franchising program last restaurant openings in 2014. year, naming Buffalo Wild Wings Inc. its first Rubio's partner. The franchise relationship is not 14 Last year: No. 41 typical, however, considering BWW also With a passion for protecting the ocean and holds a stake in the pizza chain. offering high-quality seafood for its famous fish , Rubio’s has grown to nearly 200 “BWW brings a variety of positive items, in- restaurants across the West Coast since its cluding history, credibility, connections and inception in 1983. economies of scale, which all add to our positioning and growth potential,” Zuck- “Without the ocean, there would be no fish. erman said. “Since BWW has success- Without fish, there would be no Rubio’s. fully navigated the franchise and corporate This is why we’re so passionate about store model, we can take full advantage serving sustainable seafood,” said Rubio’s and separate ourselves from some without Co-Founder Ralph Rubio. that wealth of experience.”

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Zuckerman believes that customers will with many others, offering quality fast-fired Freshii see the same potential that BWW saw pizza in a comfortable, hip, urban environ- 17 Last year: No. 6 with the chain’s complete customized ment at an affordable price for lunch and Freshii is used to making headlines, whether “craft-your-own” model that not only gives dinner. We see as much business during they feature info about the chain’s growth or customers control over pizza toppings but the lunch daypart as we see at night and Founder Matthew Corrin’s unique business also allows them to select their sauces even for late night.” practices. The Canada-based chain, which and beverage choices via the “Rev it Up” opened in 2005, has 100 open stores and Staying busy during the lunch daypart condiment and sauce center and Free- 60 more in construction across 40 cities in sometimes can be a challenge for pizza style Coca-Cola machines. eight countries. The brand’s recent press chains that often cannot accommodate — including Corrin’s appearance on the “We are one of the few to add kids meals customers stopping in for quick lunch CBS TV series “Undercover Boss,” along to broaden the family appeal, especially in breaks, but Mizes said the chain’s dedica- with features on The Food Network and in dense neighborhood locations. In the end, tion to scalability has solved that problem. Fortune Magazine — is continuing to at- we are proud to offer a complete service tract new franchise partners. model for our guests, partners and fran- “It took a lot of work up front to create res- taurants that are this smooth to operate, chise partners,” Zuckerman said. One of those partners is Raddah Invest- while delivering an exceptional product ments, which recently signed a deal to over and over again,” he said. “Basically, open 20 units throughout . we’re selling a $15 pizza for just over $7. Two Freshiis already are open in Dubai. Blaze Fast-Fire'd Pizza We spent a lot of time ‘sweating the small 16 Last year: No. 19 stuff’ up front, in terms of our recipes, our “The day I opened the first Freshii location Pizza is a hot ticket in fast casual these operations and our store design.” at age 23 was the first day I ever worked in days, and Blaze Fast-Fire’d Pizza is heat- the restaurant industry,” Corrin said. “We’ve ing up, said Jim Mizes, president and From restaurant No.1, Mizes said his team worked hard as a team to create a compel- COO. The chain started in 2014, with knew it was embarking on something big. ling business model for the franchise indus- 12 units but expects to finish the year try and an innovative brand for our custom- with nearly 50, a feat Mizes says will “So from the beginning, we were focused ers. As each year passes we continue to require innovation. on finding ways to scale the concept while consistently delivering excellence in our ex- attract best-in-class partners, who divide “We are building a unique and special ecution,” he said. and conquer in our quest to bring healthy brand that targets millennials and connects to the masses.”

Blazing Onion 18 Burger Company Last year: No. 20 Since launching the first Blazing On- ion Burger Company with his wife, Lorri, in 2007, CEO David Jones has been on the forefront of technology. Each of the brand’s six locations is outfitted with self- service ordering kiosks to speed up the ordering process, and each also has 3-D televisions, Coca-Cola Freestyle machines and LRS pagers to help staff quickly deliv- er food to tables. Next up is guest-initiated Blazing Onion ordering via iPads, which will be secured to each table at every restaurant by the end of the year.

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Technology aside, Jones’ next goal is fran- chising; he opened his first franchised loca- tion last year and is looking to open three more by the end of 2015.

“We are moving slowly to learn how to be a great franchisor,” he said. “We think the slow, careful learning is better in the long run.”

Burgerfi 19 Last year: N/A Cowboy Chicken While most fast casual burger joints still are fighting to be king of the better-burger segment, Burgerfi doesn’t want the title. Instead, the 50-unit, -based chain Sweetgreen Cowboy Chicken claims to have “picked up where better Last year: N/A burger” companies left off, offering all- 20 21 Last year: No. 25 natural Angus beef, free of antibiotics and It’s not every day that GQ Magazine fea- Not bucking tradition is how Dallas-based hormones. The menu also features spe- tures restaurant execs, but that’s business Cowboy Chicken has thrived over its 30- cialty items, including Kobe beef hot dogs, as usual for the founders of sweetgreen, year history, said the brand’s president, gourmet toppings, desserts, craft beer Nate Ru, Jonathan Neman and Nick Jam- Sean Kennedy. and wine. met. The trio, which in 2007 founded the fast casual chain offering healthy and sus- “We are so set in our ways, and proud of Burgerfi isn’t just strict with its dedication to tainable food options, told GQ about how our heritage, that we are still cooking with healthy food practices; it’s also committed they launched the concept while attending wood,” he said about the chain’s signature to the environment. Every unit is built ac- Georgetown University in Washington, D.C. way of perfecting its chicken, which is al- cording to environmentally sustainable best Their target market was customers seek- ways all natural and hormone free. practices, featuring earth-friendly elements, ing a healthy lifestyle, and they combined including chairs made from recycled Coke their passion for design, music and sustain- Although the chain opened in 1981, it didn’t bottles, tables made out of compressed ability to create a fast casual concept that start growing until 2003, when Kennedy recycled wood and large fans that use serves salads and wraps made from locally and his partner, Gillian Menter, purchased 66 percent less electricity. The chain also sourced and organic ingredients. the single-location brand. The duo since boasts a low carbon footprint and main- has expanded the brand to nine locations tains strict recycling programs for oil, card- If that wasn’t innovative enough, they again and recently signed three new develop- board, bottles and cans. combined their passions and launched the ment agreements for five stores each. More Sweetlife Festival, an annual event hon- deals are coming, Kennedy said. “Simply put, sustainability is important to oring “flavorful music, wholesome food us because we want to be a good neigh- and thoughtful living.” This year’s concert “We learned the brand, expanded the menu, bor, preserve resources for future genera- wrapped May 10 and featured a variety enhanced systems and built our first new tions and best of all we don’t have to give of popular and up-and-coming artists, in- prototype store in late 2004,” he said. up quality in our food, or the aesthetics cluding Bastille, Lana Del Ray, Foster the to do it,” said Josh Lorence, COO. “Why People and 2 Chainz. Kennedy opened a third corporate unit in waste anything if you don’t have to? The 2008 and began franchising in 2009, open- more businesses that follow sustainable With 22 units currently operating and six ing two franchises in 2010, one each in practices, the more consumers will be edu- more confirmed to open by the end of the 2011 and 2012 and one franchise and a cated about it and hopefully carry forward year, it’s no doubt that these friends are liv- corporate store last year. the same practices in their everyday lives.” ing a pretty sweet life.

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“I think growth happens in stages,” Kenne- Wildflower Bread ular styles in the U.S.,” Babosa said. “We try dy said. “The first stage is slow and steady. 23 Company to bring some of the Brazilian experience like It takes time to build a business with a good Last year: No. 11 the music, the vibe, being casual, colorful reputation, a great story and solid financial and happy. We do a blend between - Less is more at Wildflower Bread Com- performance.” ian food and the food Americans are used pany, which never adds preservatives or to eating like steaks and burgers. We add additives to its fresh-baked bread. The our Brazilian twist to the overall experience.” baking technique is an art form, said CEO MAD Greens Louis Basile, which is why it takes 16 to 24 Although U.S. Giraffas units are only in 22 Last year: N/A hours for the bread to rise. And choice is south Florida, that will change by 2015, key at Wildflower; although it offers a va- For a relatively small chain, the 11-unit, said Barbosa. Plans are to open soon in riety of standard choices such as bagels Colorado-based brand specializing in sea- Washington, D.C, , Boston and and rolls, it also has more unique selec- sonal salads and sandwiches is doing big . Babosa's goal is to be pres- tions, including Caraway Rye, Ciabatta, things. The 10-year-old concept not only ent across all of North America within the French Baguette, Friday Challah, Herb, has its own mobile app that allows cus- next few years. tomers to pay via smartphones, it also Honey Oat, Levain, Nine Grain and Pasilla has a nutrition and allergy calculator on Chili Rye. its website. Both help the chain meet its Besides being known for its bread selec- Giardino goals of offering healthy, fresh choices in a Last year: N/A speedy environment. tion, the Arizona-based chain, which serves 25 sandwiches, salads, soups and breakfast, Florida-based Giardino doesn’t just sell “We believe that our unwavering commit- also earns attention for its dedication to salads, said CEO Kenny Lugo. The con- ment to sourcing as many local products helping its community with the annual Wild- cept is built around what he calls “nutri- as possible has always been at the front flower Cares Campaign. Each fall, it raises tional empowerment.” of the fast casual space,” said Dan Long, money with its customers to benefit three president and co-founder. “For a concept charities: Share Our Strength, Susan G. “Our gardener chefs serve the widest vari- like ours for whom a large part of the val- Komen for the Cure and Communities. This ety of premium ingredients — we offer the ue proposition is based on serving super- year, the goal is to raise $45,000. highest number of salad combinations from fresh, high-quality ingredients, what better any other concept,” Lugo said. “This wide way to ensure that this happens?” variety of offerings allows us to empower our Giraffas guests to make the choices that are suitable Last year: No. 13 Last year the chain took that commitment 24 for their levels of health and lifestyles.” one step farther and created its own farm Brazilian and Latin American flavors unite in partnership with Golden, Colo.-based at this Brazilian-born concept that entered Gardener chefs also receive a massive Agriburbia. the U.S. market in 2011. The concept of- amount of training, Lugo said, which allows fers healthful choices for family-style cui- them to guide guests during the process of “We source a majority of our kale, toma- sine, serving Pichana, a special cut of building their perfect meals. toes and cucumbers and some other meat giving steaks and burgers a more fla- things from our farm for a good part of the vorful and delicious taste, said CEO Joao The chain, which has eight locations, ex- summer and fall,” Long said. “We intend to Babosa. The concept operates 410 units pects to open two or three by the end of the not only continue this commitment but to in Brazil and nine in the U.S. He plans to year and hopes to add five more in 2015. increase it as we grow.” have 14 American locations by the end of the year, and 200 by 2020. “We’re focusing on healthy growth, not fast MAD Greens expects to have about 14 growth, throughout Florida and the South- units open by the end of the year and hopes “Giraffas comes to the market offering a dif- east,” Lugo said. to add 50 units over the next five years. ferent cuisine from the traditional most pop-

12 2014

One thing that should help fuel that growth Uncle Maddio's with its 1,777 -cafés in 45 states is that the concept offers franchisees one 27 Pizza Joint and Canada, operating under the Panera of the lowest capital costs of entry in the in- Last year: N/A Bread, Saint Louis Bread Co. or Paradise dustry, said the former firefighter. He and his Bakery & Cafe names. And the chain isn’t Led by a founder of Moe’s Southwest Grill, wife, a former teacher, launched the busi- slowing down, according to Mandy Burns, Uncle Maddio’s Pizza Joint hit the fast ca- ness 10 years ago with dreams of making it who said plans call for opening 115 to 125 sual scene five years ago and since has accessible to other potential entrepreneurs locations systemwide in 2014. opened 18 units in six states. Still thriv- who want to grow with the company. ing, it saw 214 percent growth in 2013, Part of Panera’s success stems from has 165 more units in development and quickly embracing new food trends. For will open 35 units by the end of 2014, said Blue Lemon example, to better serve customers looking CEO Matt Andrew. 26 Last year: N/A for an alternative to white flour, the chain now offers a sprouted-grain bagel made Utah-based Blue Lemon’s motto is “pure The secret to the chain’s popularity is its va- with rye, spelt and oat groats. Last year, it clean food, with a twist,” which means it riety of choices, said Andrew, who boasts launched a “hidden menu,” featuring foods takes “fast casual to its finest,” said CEO that more than 5 million pizza combinations full of protein and low processed-carb Aaron Day. are available, allowing guests to specify items, that customers could order from their exact pizza preferences in six minutes. only if they previously knew about its exis- “The food quality, fresh ingredients, unique tence. Options included a Power Breakfast flavor combinations and gourmet plat- Its franchising success comes from be- Egg White Bowl with Roasted Turkey and a ing sets Blue Lemon apart from the rest,” ing able to attract multi-unit franchise op- Power Breakfast Egg Bowl with Steak. he said. “Nobody does fast casual quite erators, including current and former op- like us. Our refined, blended service style erators of high-profile chains such as Moe’s Although menu innovation is key at Pane- provides the table touches and quality of Southwest Grill, Papa John’s Pizza, Jimmy ra, its dedication to social responsibility a full-service restaurant, yet allows for the John’s, Arby’s, , , Dairy also keeps customers and employees re- speed that would rival some fast-food Queen, Firehouse Subs, Tin Drum Asia turning to the cafés. Besides operating a establishments. “ Cafe, , Golden Cor- couple Panera Cares locations, where all ral, Penn Station Subs, and food orders are free and rely on customer The four-unit concept specializing in arti- Mexican Grill, Andrew said. donations, the chain also has several other san sandwiches, salads and bakery items programs to help feed the hungry. At the made from local sources will open another Additionally, while most pizza places do the end of each day, for example, Panera do- location this year but is positioning itself majority of their sales at night, Uncle Mad- nates all unsold bread and baked goods for rapid growth in the West over the next dio’s earns 53 percent of its sales at lunch to local hunger-relief agencies and chari- few years. and 47 percent at dinner, setting it apart ties as part of its local Day-End Dough- from others in this competitive market. Nation program. Collectively, Panera bak- “Our goal is to open seven to 10 units in ery-cafés donated a retail value of about the next three years,” Day said. “Uncle Maddio’s understands what our $100 million of unsold bread and baked customers want — fresh, fast and afford- goods in 2012. able,” Andrew said. “We offer a high-qual- ity gourmet and customizable pizza that is ready in six minutes.” 29 Last year: No. 24 With 34 domestic and 10 international Last year: No. 29 units, Elevation Burger is gaining quite a 28 bit of attention for its healthy and environ- There’s no question that Panera Bread ment-friendly practices. In fact, author, is one of the industry’s biggest players, publisher and television personality David

13 2014

Zinczenko mentioned it in his new book, years of positive comp sales, we’re finan- for kids today in the fast casual industry; “Eat It to Beat It!”, pointing out that the cially healthy again, and we are ready to start we designed it from what we as moms chain is becoming a leader in the industry building restaurants that drive people in to were hoping to find for our kids when dining because it offers people the opportunity experience a great meal.” out — but never could,” Payette Seip said. to enjoy their favorite foods while cutting calories by making smarter decisions. The brand, which has more than 460 lo- The chain, which serves sandwiches cations, plans to open five new units this shaped like spiders and flowers, salads and The chain, which plans to open 22 units year and has signed a 10-year agreement served on waffles called Wazzles, by the end of the year and 25 in 2015, with the Army & Air Force Exchange Ser- has three locations located in kid-friendly cooks its fries in heart-healthy olive oil and vice to operate licensed locations on mili- or family destinations, including the Seattle offers a variety of fresh toppings, includ- tary bases around the country. Center, campus of the Space Needle; the ing 6-month-aged, unprocessed ched- Bay Area Discovery Museum in the San dar cheese, organic , caramelized “We want to bring the brand back to its Francisco Bay Area and Chabot Space & onions, mushrooms, hot pepper relish former glory and bring that emotional con- Science Center also in the San Francisco and balsamic mustard, said Cynthia nection back to our customers,” Bittorf Bay Area. Hess, the brand’s training and human said. “The second task is getting the word resources director. out that Boston Market is back. We’re “We plan to open an additional 75 compa- back and we’re back in a big way. We’re ny-owned cafés by 2018, primarily at family “We have vegetarian, vegan, Paleo and back with new products; we’re back with destinations similar to the places we are in gluten-free options available as well be- an enhanced experience. We’re open for now,” Payette Seip said. cause people told us they want these op- business and we’re inviting people into our tions,” she said. restaurants.”

“There’s plenty of space here for growing brands like Elevation Burger to take mar- Bean Sprouts ket share,” said Rick Altizer, the chain’s 31 Last year: N/A new CEO and former McDonald’s execu- tive. “Some of the other companies, they While many fast casual chains are offering don’t necessarily have the same envi- more healthy kid options these days, Se- ronmental position and organic sourcing attle-based Bean Sprouts has taken it to Wow Bao standards that we have, so we do offer a another level, focusing its menu and entire culture on kids and babies, said founders superior product.” Anne Petersen, https://www.flickr.com/photos/opacity/ Shannon Payette Seip and Kelly Parthen. Wow Bao Boston Market “We are filling a niche few others are right 32 Last year: No. 46 Last year: N/A now by looking at the restaurant experi- 30 ence through the eyes of kids,” Payette Although Wow Bao has only four brick- Although Boston Market has been around Seip said. “We have a wholesome and and-mortar stores, it conducts business for 25 years, its new design and rebrand- whimsical menu that focuses on playful in several nontraditional ways, including ing have revived it. In fact, the chain presentation and gets kids moving and in- selling its fare at US Cellular Field, where opened its first new location last year in volved in the café with silly activities.” the Chicago White Sox play; at Camden seven years. Yards, the stadium of the Ori- A customer favorite, for example, is the oles; and at Century Link Field, home to “Boston Market [opened] our first new res- “Bean There, Ate That” gong that kids bang the Seattle Seahawks. It also operates a taurant in seven years now because we’re when they try new foods. food truck in Chicago and sells some of positioned for growth,” said Sara Bittorf, its top menu sellers in frozen form in more chief brand officer. “We’ve had almost three “It’s a dining experience like few others than 25 Chicago area grocery stores.

14 2014

Under the direction of Geoff Alexander, its own mobile app that allows guests to the chain will open three more brick-and- snap a picture of their receipt and earn mortar locations in the next 12 months and points for every dollar spent. Extra points then three per year for the next five years. are earned when members “Share the Love” by inviting friends to download the What often sets the chain apart from com- app. In addition, the app includes online petitors is its dedication to quickly meeting ordering functionality that allows guests to customer needs however and whenever locate their nearest Veggie Grill, browse possible, Alexander said. He pointed out the menu and place an order for pickup. that it can serve 300 people each hour us- ing a variety of technologies, including self- this design element is also very much on ordering kiosks, mobile and online ordering, trend — industry experts predict by 2020 I Dream of Falafel mobile gift cards, a mobile loyalty program, the division between the front and back of 35 Last year: No. 36 iPad inventory systems and online training. the house could disappear.” With five stores in operation and plans to The chain also offers catering options and Along with the new physical design, the add up to three more by 2015, this Chica- bicycle delivery and even will ship six packs chain has updated its logo, point-of-pur- go-based Mediterranean concept is thriv- of “Bao” overnight to customers not in the chase materials and to-go packaging and ing. In an effort to stay fresh, the chain is Chicago area. is in the process of updating the cater- revamping the brand with a new look and ing packaging. The menu also is getting menu this year that includes healthier op- an upgrade, including an espresso bar tions, said Co-founder Imran Kasbati. Bruegger's Bagels staffed by a full-time barista. Other new 33 Last year: No. 9 offerings include salmon and Hot Smoked “We felt our brand was lacking brand eq- Wild Salmon, appearing in new salads and uity with our current look. We wanted a While other are busy trying to breakfast and lunch sandwiches. refreshed look to the brand, gearing and complicate and perfect their recipes, educating customers on the health aspect Bruegger’s Bagels hasn’t changed the of the Mediterranean diet,” Kasbati said. five-ingredient formula of its New York- Veggie Grill “We have a funny and whimsical name, so style bagels in its 30-year history. And why 34 Last year: No. 16 the challenge is to show that we are seri- should it when customers still are creat- ous about what we serve. And I think we ing such a demand that the 300-unit chain Veggies are all the rage these days, a con- will accomplish that with our new look.” is on an upswing after three decades? cept on which Santa Monica, Calif.-based Already spanning 26 states, Bruegger’s Veggie Grill is capitalizing. With 23 loca- As for the new menu, one of the main plans to open 13 locations this year, 22 in tions across the state, the chain features challenges in a create-your-own concept 2015 and another 100 by 2018. only 100 percent plant-based soups, is to make sure every combination tastes salads, burgers, hot sandwiches, bowls, great, said Kasbati, who pointed out that Although the chain hasn’t touched its ba- homestyle plates and desserts. the Mediterranean diet is still new to a lot gel recipe, it has modernized its design of customers. Since educating them on and added new menu items in the last few CEO Greg Dollarhyde and the rest of his how flavors work together is so important, months. All new stores, for example, have team must be eating their spinach based the chain recently implemented a chef- open-kitchen designs featuring a “visible on how quickly they’ve grown the con- inspired menu that helps new customers bake theater,” said Judy Kadylak, director cept since it opened in 2007 in Irvine, Calif. with the ordering process. of marketing. By the end of the year, Dollarhyde hopes to hit 29 units. “We limited some of the options, yet “The open kitchen and plate-glass win- broadened our menu with healthier op- dows allow guests inside and out to watch Fueling that growth is Dollarhyde’s focus tions that enables customers to create a bagels being freshly baked, celebrat- on improving customer experience. At different meal,” Kasbati said. ing our artisan heritage,” she said. “But the end of last year, the chain rolled out

15 2014

“Simply, we have tried not to lose touch with why people want to eat at .”

Moe's Southwest Grill 38 Last year: No. 39 Describing growth at Moe’s can be done with one word: “rapid.” The chain finished 2013 with $526 million in systemwide sales, a 12 percent increase from 2012, and enjoyed a 4.5 percent increase in same-store sales, said Damico, pres- ident of Moe’s.

With 540 locations, the chain is on trend to open nearly 100 new restaurants and sign 200 franchise agreements in 2014, beginning with an 18-unit agreement in Northern California. New menu additions include Organic Chick- Five Guys peas Quinoa Salad, Greek Yogurt Tzatziki 37 Burgers & Fries “2013 was great for us in terms of sales Salad, organic hummus, organic salads, Last year: No. 27 and unit growth, and we anticipate cage-free chicken, organic falafels, several While many fast casual chains strive to even stronger results in the next year,” gluten-free options and vegan items. stand out from the competition by re- Damico said. branding, updating décor or adding to their menus, Five Guys is dedicated to The brand also has deals for new restau- keeping its brand the same as it was when rants in other markets, including Dallas;

36 Last year: No. 17 it opened in 1986. Pretty smart, consid- Las Vegas; Springfield, Mo.; and Omaha, Boasting 10 years of same-store sales ering it has nearly 2,000 locations, which Neb. And plans are in the works for further increases, a small footprint and a simple includes five in the UK and 60 in Canada. development in markets such as Chicago, operating platform, Wingstop has become Philadelphia and Orlando. a leader in the fast casual industry. The “We are so flattered and humbled by our chain, known for its fresh, cooked-to-or- loyal customers,” said Molly Catalano, di- “Prospects are increasingly looking to der chicken wings and bold flavors, has rector of marketing. “I think they continue Moe’s because of our outstanding growth more than 620 locations and plans to hit to come back for the reasons they came potential in an industry segment that is by 1,000 by 2017. back when we first opened in 1986. We no means saturated,” Damico said. “We serve a high-quality burger, fresh board- have a fun, irreverent brand that people The chain, founded in 1994 in Dallas, walk-style fries in a no-frills atmosphere want to be a part of.” has enjoyed some national attention from and we have not veered from that focus.” one of its more famous franchisees, rap- per Rick Ross. In 2009, he namedropped The chain plans to open between 125 GRK Fresh Greek Wingstop in a song, “MC Hammer” from and 150 units each year over the next few 39 Last year: N/A his album “Teflon Don.” His affinity for the years in the U.S. and Canada and at least Traditional Greek cooking in a fast casual brand inspired him to invest in the chain, 20 in the UK, Catalano said. setting describes Manhattan’s GRK Fresh and he opened his first location in 2011 Greek. The New York restaurant will open in Memphis. His favorite wing flavor: “We know people come for our food and two more new units this year that each will Lemon Pepper. we put all of our focus there,” she said.

16 2014

offer its pitas and “yeeros,” built from lo- Schlotzsky's cally sourced veggies, as well as authentic 41 Last year: N/A Greek yogurt imported daily from Greece using the country’s centuries-old strain- When it comes to rebranding, few res- ing method and locally purveyed meat, taurants have seen as much success as butchered in house and then marinated Schlotzsky’s. Last year, it launched its “All in a special blend of aromatic spices and round, Lotz better” campaign, which fo- cused on improving the service model and Greek extra virgin olive oil. Finally, the yee- Jimmy John's ros are layered and roasted on a traditional the look and feel of the brand as opposed Gourmet Sandwiches to overhauling the menu. Other than add- 42 rotating spit. Last year: N/A ing fresh salads, Schlotzsky’s left the food “Consumers are increasingly demanding alone and worked on adding messaging Best known for its dedication to “freaky healthier, higher-quality fresh foods,” said that focused on its made-from-scratch fast” delivery times, Jimmy John’s also Christopher Potter, director of strategic de- round buns, as opposed to the subs served could boast about its freaky fast growth velopment. “These demands are changing in most restaurants. Those round buns in- rate. The chain, which has nearly 2,000 the restaurant and the food industry. GRK spired the chain’s new design, which incor- units, has added about 200 locations per offers a unique alternative, combining the porates circular elements everywhere from year over the last three years and created best products of Greece with the country’s on the walls and the lamp shades to cups about 45,000 jobs across the U.S. since it cultural and culinary standards. It’s not just and bags, said CEO Kelly Roddy. opened in 1983. The system, with vendors another twist on a burger or a taco.” and affiliates, exceeds 50,000 employees, The design also incorporated fresh, modern according to the company. colors, including apple green, sky blue and Dickey's Pit bright red mixed with some earth tones. The chain is built around sustainable prac- 40 Last year: N/A tices, not only striving for efficiencies in food “It’s just a cool, hip look,” said Roddy, delivery times but also in packaging and With 500 units set to open by the end who believes the upgrade has helped give materials. Jimmy John’s, which is EPAct, of the year and plans for 2,000 over the back the brand the relevance it had lost. Green-e and Constellation Energy certified, next five years, Dickey’s Barbecue Pit is The chain has 350 units but plans to add requires that all bulk ingredients come in on a mission to take fast casual barbecue 25 before the end of the year. reusable containers, and 35 percent to 50 across the nation. percent of the cardboard it uses is recycled. “If you want to be a relevant brand, you “This has never been done,” said Roland have to look like it, behave like it,” he said. Jimmy’s meats supply chain is a Top 15 Dickey Jr., the brand’s president. percent food producer in the SAM Sus- Roddy also attributes Schlotzsky’s growth tainability Yearbook and has earned AMI He said the organization looks at innova- to its cobranding strategy, where it added awards for safety records and environ- tion as “two halves of a whole.” What that Express inside about 200 of its mental matters management. The chain means is that the brand not only focuses locations and in 30. periodically requires suppliers to describe on core values and traditions but is intense- their sustainability progress and has com- ly focused on providing high-quality service “When we add these brands, we are more mitted to reduce landfill and water usage and food in every restaurant. of a complete package,” Roddy said. “We and increase energy efficiency. may be selling ice cream to one out of 10 “On the other half, we are bringing a level customers during the day, but it’s more of sophistication to the barbecue industry about creating family events at night. It JJ's Red Hots through big data, allocation of resources helps bring in more families. We’ve seen 43 Last year: N/A and predictive analytics that will allow us a nice little bump in the Carvel stores to serve our customers with a degree of at dinner.” While it’s the smallest brand on this year’s modern precision,” Dickey said. list when it comes to its number of units (two

17 2014

plus a cart called “Frank the Tank), has continued to incorporate fresh flavors to JJ’s Red Hots is focused on growing the the menu. Miller has put his own expertise in brand over the next five years. CEO Jona- chilies and spices and more than 30 years’ than Luther, however, said he won’t sacrifice experience into enhancing the customer ex- the brand’s two-word mission statement, perience. By using fresh seafood and chick- “Create joy,” for the sake of growth. en, Boneheads has tapped into a consumer base that enjoys great taste along with the “While we don’t really have a specific num- benefits of healthy convenience. ber of units in mind, I could see us with 25 locations by 2020. But to be very clear, we will only grow if we can continue to deliver Fresh Brothers on the quality/service/value brand promise 46 Last year: N/A upon which we were founded,” he said. ers were just as interested in the healthy Fresh Brothers’ line of innovative pizza lunches he brought for himself as they choices landed it on this year’s Top 100 That being said, 2014 will be a year of were in his smoothies. Inspiration hit Sil- list. The California-based pizza chain of- growth when it comes to the chain’s ca- va, and Muscle Maker Grill was born with fers gluten-free crusts, skinny crusts, a tering business, and it’s also discussing the goal of helping other “healthy eaters” kids’ special sauce, vegan cheese and a variety of points-of-distribution models have a quick and healthy alternative to fast Matzah Pizza (introduced last year for that may include additional stores in adja- food. After partnering with Arthur Gunther, Passover), and it recently added King’s cent markets, more carts and smaller for- former president of , the Muscle Hawaiian Meatball Sliders’ launch. mats in nontraditional locations, including Maker Grill concept became popular in the airports and colleges. franchise community due to its dedication Founders Adam and Debbie Goldberg to taste, competitive pricing and conve- have partnered with Michael Greenberg, “The nice thing about our product is that nience, Silva said. president and co-founder of Skechers, to it can scale down efficiently,” said Luther, expand its footprint. Since adding Green- who is pretty innovative when it comes The franchise has grown into a 64-unit berg as a strategic partner, Fresh Broth- to using social media to market the con- chain with 20 to 25 more stores expected ers has added four units and sales have cept. Despite having only two locations, to open in the next year. Muscle Maker increased year over year. Mature Fresh it has 1,400 followers, more than Grill now has the muscle power of 19 Brothers’ stores have increased in sales 3,000 Facebook friends and 823 Insta- years in the food industry behind it. This is by 15 to 20 percent, Debbie said about gram followers. a concept that will only continue to grow. the chain that has 12 units and plans to open two more later this year and five “For a small brand, we make quite an more stores within the next year. impact locally in the social media realm,” Boneheads Grilled Fish Luther said. “More than that, our content 45 & Piri Piri Chicken “Within five years, there will be 50 Fresh is fun, and a true extension of our brand. Last year: No. 27 Brothers locations,” Debbie said. We are not just focused on social media Boneheads opened in 2006 after a seren- as a promotional device. We believe it to dipitous meeting between two chefs, who be one of the best ways to build our brand discovered that their ideas about fresh food Jason's Deli Last year: N/A from a lifestyle POV.” and great taste intersected. With nine cur- 47 rent locations, 10 more opening this year Jason’s Deli boasts more than 240 loca- and 50 planned in the next five years, the Muscle Maker Grill tions across 28 states and strives to pro- Atlanta-based concept is on its way to be- vide innovative recipes along with healthy Last year: No. 14 44 coming a premier fast casual destination. choices. Its website, for example, includes When Muscle Maker Grill was founded in a nutritional calculator along with its “Spe- 1995, Rod Silva was already the owner of In the last year, it partnered with James cial Diets Wizard” that allows customers to a smoothie store. Silva found that custom- Beard Award-winning Chef Mark Miller and enter which ingredients they need to avoid

18 2014

boasts a fun ordering system that his cus- their own research and learned what we tomers love. realized early on; they then turned to fol- low us,” he said. Guests use red Sharpies to mark up pre- printed menus on bags. They Another first The Bistro takes credit for select a sandwich from one of 10 cat- was posting calories on menus; it made egories, then choose the bread, cheese, the info available June 1, 2010. spreads and toppings. The sandwiches are prepared to guests’ exact specifica- “We take pride in making this decision to tions, toasted to perfection and delivered due to allergies. The chain was one of the post calories well ahead of national legisla- in the now-personalized sandwich bags. first to ban trans fats, MSG and high-fruc- tion, being fully transparent and enabling tose corn syrup. our customers to make informed choices,” After they’ve enjoyed their 'wiches, guests Southerland said. “In my opinion this was are encouraged to draw on their bags us- the right thing to do, and when you do the Besides its dedication to good food, the ing red Sharpies and hang their artwork on right thing with the customers' benefit in chain also is dedicated to finding and help- the community wall. mind you seldom make a mistake.” ing good employees. In 2005, its founder and president, Joe Tortorice Jr., created the Leadership Institute for his employees. It of- The Bistro - Marriott Genghis Grill fers free classes about money matters, eth- Last year: N/A ics, marriage, conflict resolution, emotional 49 Last year: N/A 50 intelligence and the brand’s core values. As the first hotel to make the Top 100 list, Touting itself as a full-service experience He also started a program called The Fish- The Marriott has proven it belongs in the with a fast casual price point and service ing School to empower hourly employees fast casual industry. Its concept, The Bis- model has led to Genghis Grill’s rapid to better themselves professionally by be- tro, serves sandwiches, salads and lattes growth. It’s up to 109 units with plans to coming managers and leaders. inside 800 Marriott locations and will near add up to 10 more this year, said CEO 1,000 by 2016, said Lon Southerland, se- Al Bhakta. He believes the menu’s 80- In addition, Jason’s has a non profit foun- nior director global of food and beverage plus options for build-your-own stir-fry al- dation to help employees in crisis. of Marriott International. low people with a variety of diets to eat at Genghis, and the full-service bar helps make it feel like a dinner destination as op- “Employees are not simply human capi- “It has been a tremendous amount of posed to fast casuals that do most of their tal or resources; they are the future of the fun leading my team in doing something business over lunch. company,” Tortorice said. “We care for transformational and actually disruptive in and grow our people.” our industry,” Southerland said about the chain’s opening of 200 units a year for the Taking customization a step further, the past three years. “We’ve sort of flown un- chain recently opened its first “fresh ca- Which Wich? der the radar and popped up way ahead sual” location with a fast casual approach Last year: N/A 48 in many respects, and it is gratifying to see in Mira Mesa, Calif., Bhakta said. With 300 locations open or in develop- the team being recognized in the industry. “This is a first of its kind as we have our ment across 38 states and four countries, signatory Build Your Own option from our Which Wich? is already a major-league Transition from the hospitality industry stan- Fresh Market bar along with a YOU Build player in the sandwich space, but CEO dard buffet to a fast casual concept was a It option, where fans can order our chef Jeff Sinelli is ready to hit a home run with sharp turn away from the Marriott’s compe- -crafted, Asian-influenced tacos, salads, his expansion plans. tition, but Southerland was confident The Bistro would resonate with guests. noodle bowls and skewers and pay at the table via our tabletop devices called “We expect no less than 25 percent unit Presto,” he said. “Or they can pay at the growth every year for the next five years,” “Within a couple of years after our launch, counter, and we will deliver their bowls or he said about the Dallas-based brand that a number of the savvy competitors did menu items to their tables.”

19 2014

1 Zoë Goes Running Last year, Zoës Kitchen, a Mediterranean , sponsored Zoë Romano’s historic 2,000-mile run — not bike — of the Tour de France. She made the trek on foot to draw support for the World Pediatric Project’s mission to give medical care to children in need. With help from Zoës, Romano ran the race on foot over a nine-week period. The concept raised more than $87,000, more than half of the more than $160,000 her run brought to the cause.

Zoës’ customers had the opportunity to support the project’s mission by participating in the “Give $5, Get $5” campaign. For those making a $5 donation to WPP, Zoës Kitchen sent a mobile coupon for $5 off any menu item during the next two-week period.

To get the word out, the chain used table menus with healthy meal options as well as social media. More than 7,000 social fans followed Romano’s story, with the promotion reaching almost 320,000 Facebook followers.

Chipotle's campaign 2 on better farming

Chipotle has had success with cause marketing before, and it scored another hit with its recent promotion for better farming meth- ods. The concept employed video, a website and an app-based game to teach millennials in particular that there are more sustain- able, humane and healthful ways to go from farm to burrito.

The chain relied heavily on social media and other buzz to promote the content. Its game allowed players to earn points toward special offers by helping animals in a city called Plenty. The video, “The Scarecrow,” showed the titular character learning about better farming methods. The campaign intentionally de-emphasized the Chipotle brand to better appeal to the targeted demographic, which responds poorly to overly com- mercial messaging.

20 2014

Red Mango's Summer 3 of Super Biotic Smoothies

In June, introduced its Summer of Super Biotic ordered a Red Mango smooth- Smoothies and launched a marketing campaign to highlight them ie on its launch day (June 29). as well as its other patented probiotic offerings. According to the The addition of those Super chain, they are stronger and more effective than the generic pro- Smoothies more than doubled biotics commonly found in ordinary yogurt. Red Mango’s menu, taking the number of items from 14 to 36. The items come in a variety of flavors in four lifestyle-centered categories: Body Balance, All Fruit Harmony, Twisted Fruits and To add excitement to the cam- Just Kidd’n, which are snack-sized smoothies made especially paign, Red Mango used Face- for kids, according to the company. book and Twitter to leak info about giveaways and special promotions at various locations. Each participating Red Mango store gave limited-edition Super Biotic and superhero-themed items to the first 250 guests who

Panera Bread’s Orange Leaf's 4 5 “Go Orange for No Kid Hungry” “Live Consciously, Eat Deliciously” Campaign Panera Bread Company kept To help raise awareness of childhood hunger in America, Orange its 2013 focus on its “Live Con- Leaf launched its “Go Orange for No Kid Hungry” campaign in sciously, Eat Deliciously” cam- September. Each location sold limited-edition “Go Orange” com- paign. The simple message ex- memorative cups for $1, with 75 cents of each sale going to Share pressed the company’s brand Our Strength’s No Kid Hungry campaign. Customers who par- values, purpose and culture. In ticipated also received a coupon for three free ounces of froyo on addition to TV advertising, Pane- their next visit. ra launched a social media effort called “Food Chain Reaction” that asked individ- The campaign, tied to the opening of the chain's 300th store, uals to join with others to create online circles of five friends surpassed its $50,000 goal, selling more than 100,000 cups on Panera’s Facebook page. For every circle of five friends and raising $80,000 created, Panera worked with its foundation to provide a bowl for the program, said of its low-fat vegetarian black bean soup to people in need in Reese Travis, CEO of more than 75 markets. Orange Leaf.

21 2014

1 Bite-sized food and snacks Restaurants looking for a small way to add big excitement to their menus found much success with bite-sized food and snacks this year.

Just over 50 percent of respondents to a Technomic survey say they snack at least twice a day. One-third of them said they are doing so more than they were just two years ago.

One super-snacker this year was French Fry Heaven, which opened its first location in October 2011 and now has more than 60 franchise deals signed to bring fries nationwide. It was named one of the hot franchises in 2013 by USA Today.

In addition to snacks, restaurants like Salsarita’s are finding bite-sized success in desserts. The chain released its newest item, called Poquitos, in September. These miniature churros bring big happiness to customers who are in need of just a little something sweet. (Poquito means “little” in Spanish.)

Beverage innovation 2 As consumers continue to count calories and monitor caffeine intake, soda alternatives continue to “pop” up all over menus. Specialty that include fresh fruit and teas are growing in popularity, and fruits and veggies that have an exotic image are becoming more popular. helped consumers fill their need to be exotic with the addition of acai berries and coconut water to its menu, and in September, Smashburger added organic Honest Tea to its beverage lineup in response to the growing demand for noncarbonated beverages.

For those still needing a cola fix, products such as the Coca-Cola Freestyle machine fill the need for something different by giving people the ability to create their own soda concoctions from more than 100 flavors.

22 2014

Organic/grass-fed/ and cared for humanely. The burger in- 3 hormone-free dustry also is going local. The owners of Terms such as “organic,” “grass-fed” b. good, a Boston-based burger compa- and “hormone-free” are becoming ny, are holding on to their commitment to more important for consumers each locally grown even as the concept plans its year. With more people caring where 35-unit expansion over the next five years. their meals originate, fast casual Credit for helping concepts that develop accordingly are pioneer the trend. In 2012 the chain’s goal finding greater success. Elevation Burger, that are continuing to see market growth. was to serve 10 million pounds of locally sweetgreen and Chipotle, are three And as other concepts take notice, those grown produce. It increased the goal for examples. Chipotle uses organic and cafés are having to differentiate by offering 2013 by 50 percent, to 15 million pounds. local produce when possible as well as a broader menu selection. meat and dairy from animals that are free Uncle Maddio’s is an example of a con- from antibiotics or added hormones, and Fast casual pizza cept experimenting in the space. The chain 6 Elevation prides itself on cooking its fries in Pizza always has been a great dinner option, dipped its toe into the breakfast pool in De- heart-healthy olive oil and offering a variety but until the addition of fast casual pizza, it cember by testing a breakfast menu at its of fresh toppings, including 6-month-aged, wasn’t always a practical lunch choice. Fast Charlotte, N.C., location. The test included unprocessed cheddar cheese, organic casual concepts such as Top That!, Blaze, breakfast pizzas, panini and Break-zones, bacon, caramelized onions, mushrooms, Pie Five, Fresh Brothers, The Pizza Studio which are breakfast calzones. hot pepper relish and balsamic mustard. and Uncle Maddio’s, however, are proving “We are very excited to now offer breakfast pizza can be quick, customizable and af- BurgerFi, a fast casual burger concept at Uncle Maddio’s Pizza Joint in uptown fordable — all things lunch-goers demand. out of Florida, promotes the fact that the Charlotte,” said Jerry Licari, Uncle Maddio’s company sells only grass-fed, never frozen The model allows guests to order individ- Charlotte-area franchise owner. “Our cus- beef. The natural Angus beef sold to ual-sized pies, choosing from thousands tomers are craving more from Uncle Mad- BurgerFi customers is free of antibiotics, of pizza combinations that can be ready dio’s, and we are happy to deliver with in- hormones and additives, providing a more in just a few minutes. Even companies novative and creative new breakfast items, healthful and flavorful beef. that have been traditional pizza joints are along with fresh fruit, premium coffee and looking to get into the fast casual pizza What these concepts are figuring out is fresh-squeezed juices.” markets; founders today’s consumers like to splurge every Larry Flax and Rick Rosenfield announced once in a while, but providing high-quality, their plan to create a new fast casual better-for-you meals brings customers Farm-to-table and pizza concept. back day after day. 5 locally grown produce If the old saying “you are what you eat” continues to ring true, today’s consum- Concentration ers definitely are homegrown. The farm- 4 on breakfast to-table, locally grown concept is bigger Dietitians — and your mother — have said than ever. Funky Chicken, a new fast ca- for years that breakfast is the most impor- sual concept out of Houston, is showcas- tant meal of the day. Now it’s become truer ing its focus on using only local, farm-to- for fast casual restaurants, too. Proof: the table ingredients. The restaurant’s chefs many bakery-cafés such as Einstein Bros. use only chickens that are fed organically

23 2014

Embracing beer cess because they give the customer the Customers can create their own com- 7 and alcohol ability to control exactly what goes on their plete customizable quinoa bowls including During 2013, more alcohol appeared on sweet treats without looking picky when meats, veggies and sauces. menus across fast casual concepts all over placing their orders. the country. Chains such as The idea behind customization is driving started experimenting with beer and wine, pizza as a fast casual concept as well. The and Chipotle debuted craft beers and mar- fact that customers now can design their garitas in some markets. own pizzas opens a whole new pizza ex- Millennials are ordering more premium and perience, said Randy Gier, CEO of Pie Five. above-premium beers and liquor, which “You never have to share again,” he said. is driving many places to increase their selections. Research shows millennials Customization doesn’t just stop at the like craft beers more than traditional do- menu. Everything from the food to the mu- Healthy kids menus mestic beers. In July, Buffalo Wild Wings sic is controlled by consumers. Apps such 10 began offering a new craft beer that was as Google’s Roqbot replace traditional We all want our kids to eat healthfully. Un- designed specifically to be enjoyed with background music at restaurants by al- til recently, however, finding healthful menu wings. BurgerFi opened its first location to lowing customers to vote for their favorite choices that kids wanted to eat was a feature a fully stocked bar and a menu that songs to be played while they are dining. challenge. Thankfully, that’s changing. The included alcoholic varieties of its popular National Restaurant Association’s Kids dessert concretes. LiveWell program is being adopted by res- Quinoa taurants such as Mama Fu’s that realize a 9 high standard must be met in order to be Until recently, few people outside of South included on the organization’s dining guide. America had heard of quinoa. Now news of the superfood is spreading, with consum- McAlister’s Deli made strides to provide op- ers attracted to its high fiber, amino acids, tions to kids by adding a garden salad and proteins and lack of gluten. Sounds great, a kids’ baked potato to its menu. But the but does it taste good? The answer is yes, leader when it comes to this space, howev- according to several fast casual restaurants er, is arguably Seattle-based Bean Sprouts. that tested it last year. Founders Shannon Payette Seip and Kelly Customization Parthen offer a “wholesome and whimsical 8 Zoës Kitchen introduced quinoa to its menu that focuses on playful presentation We want what we want, how we want it customers with the debut of The Quinoa and gets kids moving and involved in the and when we want it. In other words, fast Salad, which fit in perfectly with its Medi- café with silly activities,” Payette Seip said. casual patrons love customization. Playing terranean menu. Burger joints also are to that fact was key to the success of many adopting it. BurgerFi added a quinoa veg- A customer favorite, for example, is the brands. Froyo giants such as , Yo- gie burger in September. And Fresh & Co “Bean There, Ate That” gong that kids ring gurtland and Red Mango are seeing suc- created an entire bar around it last year. when they try new foods.

24 2014 TECHNOLOGIES 1 Mobile apps Not only have mobile apps revolutionized the way we do busi- food, mobile apps are helping restaurants promote specials ness, entertain ourselves and communicate with our peers, and are being used as loyalty programs to reward custom- they also have changed the way customers eat. Custom mo- ers for being faithful to their businesses. In today’s digital age, bile apps are making dining out easier each and every year. who wants to carry around a coupon or a punch card? Mobile Everything from ordering food to paying the bill can be com- apps eliminate the need to carry around those cards, but still pleted with just a couple clicks. give customers what they are looking for — a great deal.

In fact, mobile payments represent 14 percent of Starbucks’ in-store transactions in the U.S., said Chief Digital Officer Adam Brotman. The brand’s iPhone app also allows custom- ers to tip baristas.

Chipotle’s app allows customers to browse the menu, place orders, select a pickup time, pay for their meal and save their orders as a favorite item to make the next order quicker and easier. In addition to allowing customers to order and pay for

2 Social media analytics Tracking customer analytics via social media is helping fast the company was not sure if demand was widespread enough casual operators target their customers. Although a variety of to provide ROI. According to Five Guys public relations official high-tech platforms is on the market to measure customer Molly Catalano, Five Guys employed nBA's technology to feedback when it comes to food quality, wait times, menu monitor social media commentary and determine the demand selection, pricing and overall experience, one that is resonat- for a smaller french fry option. ing well with fast casual customers is newBrandAnalytics. It “With nBA’s insight, we could see that the desire for a smaller recently partnered with Five Guys Burgers & Fries to help the fry was spread widely across many markets and demograph- chain quickly detect customer service problems and quantify ics, so we decided to test what we called the ‘Little Fry’ in a customer requests, according to the company. variety of markets,” said Catalano. “The test went really well in The platform not only allows Five Guys to monitor social media all the target markets and, as a result, we rolled out the ‘Little chatter to help the company implement operational changes Fry’ systemwide. The feedback loop continues through social and improve engagement with customers, it can leverage the media and we have actually gotten almost nothing but posi- technology to gauge interest in potential new menu items. tive feedback from our customers. They are so happy that we listened and that we’re offering the Little Fry now, which truly For example, when Five Guys recently considered introducing feels like a big win for us.” a smaller french fry order based on some customer requests,

25 2014

Using social and 3 mobile for training

Training team members well is one of the most critical tasks training can reduce training costs while training employees con- for any customer-facing business. It’s hard enough to do well sistently and effectively. Employees who use it can post badges when employees tend to stay around a while, but in high-turn- on their LinkedIn, Twitter, Facebook and other social media pag- over industries such as foodservice and retail, it sometimes es. Technology also is affecting scheduling in a big way. Freddy’s can seem impossible. Frozen Custard & Steakburgers is using online technology such as ShiftNote to do everything from scheduling to sales tracking. Fortunately, high-tech is offering more ways to help, especially The idea that all of these areas are being addressed with new when it comes to online programs and apps. technology frees up time and space for managers to focus on Uptown Network, for example, created a new training format what’s important: pleasing their customers. that uses tablets to serve as “mobile teachers.” This new way of

Tabletop media/ 4 pay at table

The use of tabletop media with pay-at-the-table services con- guests sitting at other tables tinues to intrigue customers, which means more operators are or at other restaurant locations. embracing it. Another example is pay-at-the-table Buffalo Wild Wings, for example, recently has partnered with provider Tabbedout, which created Peri- NTN Buzztime on a tablet that brings a new kind of entertain- scope, a set of tools that allows merchants ment to the table. The technology includes trivia, arcade-style to see whether customers are new or regulars and to keep games and music, in addition to menu-ordering and bill-pay. track of their average bill. Customers also can use it to give It also allows guests to play against each other and against real-time feedback about their experiences.

Table trackers 5 Speed is crucial in any fast casual concept, and restaurants kitchen. When their food is ready, employees easily can see use the LRS Table Tracker to take advantage, according to where the food goes, making delivery quick and simple. the company. Table Tracker helps ensure tables are turned Jason’s Deli is a fan of the solution and how it helped cut faster and orders are delivered quickly with as few runners more than a minute off each ticket. In addition to speed of as possible. delivery, this tiny tracking system helps restaurants collect This small device is easy to use. Customers leave it on their data about their guests’ experiences as a whole. tables after ordering, and table info is sent immediately to the

26 2014

6 Instagram 7 Vine Restaurants are finding the photo-sharing platform use- ful when it comes to enticing customers. This free, digital The use of short videos, or vines, has become an impor- word-of-mouth advertising is being used to showcase tant part of a successful marketing campaign. Vine, a so- menu items in ways mere text never could. cial media platform that competes with Instagram, allows Taste Marketing Strategies launched Bagels & Brew’s first people to upload six-second videos, which can be linked Instagram content last May, asking customers to share to a person’s Facebook and Twitter accounts. And just as photos of their experiences on Instagram. Every Friday, the they did with Instagram, businesses are taking notice and restaurant shared winning photos on Instagram, awarding a using the platform to reach customers. $25 gift card for most likes of the week and a $15 gift card Barberitos is one such company. The chain created Vine- for best photo of the week. Throughout the contest, the specific promotions to attract a larger following, and Fuzzy’s submitted photos received more than 11,500 likes. Taco Shop created a monthlong campaign in July to sup- Videos now are an option on Instagram, which The Coffee port its Share Our Strength’s Dine Out For No Kid Hungry Bean & Tea Leaf has embraced. One of its most popular campaign. Fuzzy’s donated 10 meals to the No Kid Hungry postings was a video showing the pouring technique of campaign for each video uploaded to the Vine app or to its baristas. Twitter with the hashtag #fuzzys4nokidhungry.

8 Oven technology

When it comes to ovens, speed matters, but so does ease of menu flexibility. An oven that cooks more efficiently will enable use, especially in the fast casual pizza segment that can’t exist chefs to cook more product faster, which can lead to increased without the right type of oven. revenue, according to Middleby.

Middleby Marshall’s WOW 2 Oven, for example, gives operators Another innovative oven is one that self-loads and unloads by more control over bake temperatures and conveyor speed. It using two alternating cook surfaces. Because there is no hood, also allows the user to adjust airflow to the top and bottom im- it enables items to be cooked one after another. pingement ports independently for faster, consistent baking and

27 2014

9 Digital menu boards

As fast casual customers become more digitally connected, the “We want to keep customers up to date on our unique brand use of digital menu boards is going to become even more im- attributes and innovations, so we created a variety of animated portant. This use of digital technology not only catches the eye marketing messages for the new Digital DNA menu boards,” of today’s consumers, but also gives restaurant owners the abil- said Randy Murphy, CEO. “We now feel that the quality of our ity to change menu prices and contents instantly. interior matches the quality of our food. It’s been fantastic, and we’re still new to it.” Mama Fu’s, an Asian-inspired concept, switched to digital boards last year with a goal of increasing sales and providing a better guest experience.

10 Energy-efficient equipment

Many restaurant owners have been using energy-efficient equipment for years to reduce their carbon footprints. However, there may be more to such equipment than just reducing waste. Owners are beginning to see substantial ROI when dealing with she said. “And now, operators are looking for ways to offset ad- energy-efficiency equipment. ditional costs such as Obamacare.” Sarah Puls, business unit manager at Hobart, said that Equipment such as foodservice designer and manufactur- the use of this equipment helps offset other costs owners er Henny Penny Corporation’s oil- and energy-efficient fryer also are incurring. is helping increase ROI for its customers. Its fryer uses 40 per- “The recession sort of started this move toward standardization cent less oil than standard fryers, with ROI in approximately 18 because people had to save money down to the last penny,” to 24 months, according to the company.

28 2014 People Carl Howard 1 Fazoli's

Carl Howard just might be the hardest-working guy in the fast Howard said. “Our franchisees are outperforming (the standard) casual industry, so it’s no surprise he tops this year’s list of people. by 4 to 5 percent.” The CEO is growing Fazoli's while With all of his success, it’s a no-brainer that everyone in the indus- simultaneously launching a new try wants to know how he does it. fast casual Italian concept called Venti Tre. He’s opening nine new “Honestly, I never stop working and I have a team that is wired Fazoli’s franchises along with the same,” he said. “We love what we are doing, jazzed about two company-owned locations, everything that is going on and thrilled that we are winning again. plus three Venti Tre units by the It makes the hard work worthwhile.” end of 2014, which Howard de- scribes as his biggest growth In addition to his work in the office, Howard is finding ways to give year since 2003. back. In 2013, he gave time to Feed The Children and delivered food boxes to families in Indianapolis right before Thanksgiving. “There’s no question that Fazoli’s is on fire right now,” “I still reflect on this day, as it reminds me not only how lucky I am but how so many people need help,” he said.

Don Fox 2 Firehouse Subs If such a title were given, Don Fox, the CEO of Firehouse Subs, and practices, under- would be the industry’s top celebrity. He is known well for sharing neath a fundamental his experiences on panels and in sessions all over the country, framework of fairness and it makes perfect sense that his peers want to know his se- and open communica- cret, considering Firehouse Subs had a record-breaking year in tion within our system, has been the foundation of our success.” 2013. The concept opened 155 new restaurants and added 111 The chain’s “best in class” food and service helps, too. new franchisees, ending the year with 722 restaurants. “They are the cornerstones of our brand, and I am tremendously Fox said the most important ingredient for that success has been proud of our team for their continued commitment to excellence,” the team’s ability to build continuously on the brand culture during he said. growth periods. Fox is looking for another record-breaking year in 2014, with a “Within our culture, we have certain fundamental, non-negotiable goal of having 881 units open. standards and disciplines,” he said. “Applying these standards

29 2014

of leading the industry. And his growth will continue. In 2014, Chipotle is scheduled to open 180 to 195 new restaurants.

Kevin Miles 4 Zoës Kitchen Since his appointment as president of Zoës Kitchen in 2011, CEO Kevin Miles has con- tinued to lead the Mediterranean-themed Steve Ells Kelly Roddy restaurant chain to success. Miles has more than 20 years’ experience in the industry, Steve Ells having worked at La Madeleine, Schlotzsky’s has worked its way out of Chipotle 3 Mexican Grill and Pollo Campero. bankruptcy to regain a top position in the Under Steve Ells’ direction, Chipotle Mexi- industry. After taking over as president in Under Miles’ direction, Zoës has continued can Grill continues to be a leader in the in- 2007, he has led the chain to seven years to add healthy, innovative items to its menu, dustry. In 2013, the company’s net income of growth after implementing a company ending 2013 with the creation of Fresh topped $327 million, an increase of 17.8 rebrand. Plans are underway to add 25 Takes, a recipe book with easy, healthful rec- percent from 2012. In addition, the chain units to its existing 350 locations in 2014. opened 185 new restaurants. This impres- ipes featuring the chain’s take-home sides. One reason for the success is Roddy’s sive growth is largely because of the vision An even bolder move came in March, when commitment to cobranding. Schlotzsky’s of Ells, the brand’s founder, chairman and Miles announced that the chain would be added Cinnabon Express to about 200 of co-CEO. on the New York Stock Exchange. He’s its locations and Carvel Ice Cream to 30. “We are very proud of our accomplish- hoping to raise up to $80 million in the initial ments during 2013. Over the past 20 years, public offering. “When we add these brands, we are more we have created a very unique and special of a complete package,” Roddy said. “We restaurant company,” he said. “Chipotle is may be selling ice cream to one out of 10 a place that appeals to a diverse customer customers during the day, but it’s more base throughout the country and beyond.” about creating family events at night. It helps bring in more families. We’ve seen a nice Over the last two decades, Ells developed little bump in the Carvel stores at dinner.” an interest in sustainably and ethically raised food and has shifted Chipotle’s purchasing habits accordingly. Early this year, his team Sally Smith Buffalo Wild Wings released a marketing campaign on Hulu, a 6 Kevin Miles Sally Smith joined Buffalo Wild Wings as four-episode Web series called “Farmed and CEO almost two decades ago, when the Dangerous,” featuring that mission. (See brand had only 35 units, and during her more about Chipotle’s marketing innovation Kelly Roddy tenure the Minneapolis-based chain’s num- on page 5.) 5 Schlotzksy's bers have been on the rise. After chang- This nontraditional advertising is just one If you are looking for a good comeback ing the name from BW3 and overseeing a more way that Ells continues to step out- story, then Kelly Roddy’s is one you will new logo creation, Smith has continued to side the box to continue Chipotle’s tradition want to hear. Under Roddy’s leadership, move the chain in the right direction. Today,

30 2014

it has more than 900 locations and has ex- ing their customers where they live, work panded outside of the and and play,” Dardick said. Canada. Last year, the popular wing desti- The company also hosts regional catering nation launched its first locations in Mexico certification programs to certify restaurant and is expanding into the and operators, consultants, vendors and ser- Puerto Rico. vice providers in the company’s “Five Pil- Alon Mor “As we explore new markets, we take the lars of Successful Restaurant Catering.” time to learn about the countries, cultures (They are leadership, centralized services, wide location last year and is planning on and potential partners,” Smith said. sales and marketing, operations and deliv- many more. ery.) This certification process is supported by ongoing training classes, educational “Now we have our sights set on the 30th, manuals and continuing assessments. 40th and 50th Garbanzo,” said the entre- preneur, who launched Garbanzo in 2008. “We are moving rapidly to achieve those Dan Lowe goals and realize substantial nationwide Luna Grill 8 growth over the next few years.” Dan Lowe traded in his Chipotle title last In just five years, Mor has expanded Gar- Erle Dardick year for an opportunity to be the director banzo to California, Maryland, New Jersey, of operations for Luna Grill, a San Diego- Georgia, Florida and Arizona. Erle Dardick based Mediterranean restaurant. For more MonkeyMedia Software 7 than a decade, Lowe played an important Erle Dardick has had a busy year. The Mon- role in the growth and development of Chi- keyMedia Software CEO is not only leading Anthony Pigliacampo potle, managing up to 65 restaurants and Modmarket his successful catering software company, budgets that totaled more than $100 mil- 10 When Anthony Pigliacampo left his me- which has more than 4,000 restaurant lion. With his new position at Luna, Lowe chanical design firm in 2009 to open his brands as clients, but he’s also involved continues to focus on growth as the chain first Modmarket, many people might have in a documentary film project called “Back prepares to open its 10th location. to Basics,” a call-to-action film inspired by thought he was crazy. With no restaurant Dardick’s essay, “The Ghost in the Wall.” “I am very excited to be a part of this amaz- experience, he partnered with Rob McCol- ing team of people and offer any experi- gan to open in Boulder, Colo., the first fast The documentary will attempt to show the ence I can to help us grow stronger into the casual brand that displayed nutritional con- restaurant industry’s impact on the nation, future while maintaining Luna Grill’s original tent on its receipts. It didn’t take long for both economically and culturally. Panera mission of providing our customers ‘good the idea to take off. Bread CEO Ron Shaich had the idea for food that is good for you,’” he said. bringing the documentary to the big screen Pigliacampo said the vision behind Mod- after reading Dardick’s essay. The chain plans to have 20 units open by market was to create healthful meal op- the end of 2014, and 40 by the end of 2016. tions that people could eat every day. The Last year, Dardick’s team at Monkey menu uses simple, whole ingredients from launched the MMS Catering Institute, a handful of regional and local growers. Ev- headed by Wayne Alexander, former Ein- Alon Mor ery item on the menu is made from scratch Garbanzo Mediterranean Grill stein Noah Restaurant Group catering 9 in open kitchens in less than 10 minutes Alon Mor is motivated to keep growing. The director. The institute’s goal is to “help op- and costs under $10. erators grow sales and increase profits by founder, president and CEO of Garbanzo educating them to become experts at feed- Mediterranean Grill opened his 28th nation- Modmarket has six metro-Denver area

31 2014

Carlos Guerra locations and is working on its seventh, breaking fast casual brand, Pie Five Pizza which will open at the Denver International Co. Launching in 2011, Pie Five rocked the Airport this spring. industry with its hand-crafted, made-to- order pizzas, prepared in five minutes. Gier since has grown it to 19 units with plans to develop at least 150 over the next five years.

“Our intention is to be the leading, pre- Guerra opened his first Giraffas restaurant eminent fast casual brand in the pizza in Brazil more than 30 years ago, focusing space,” he said. “If that means 500 units, on sandwiches and burgers. Today, he has great. If that means 1,000, great. We’ll let more than 400 locations in Brazil, and the the consumer tell us how much demand menu has evolved to include Brazilian com- there is and build to meet the needs.” George Michel fort food, featuring barbecue, beans, steak Gier also is the CEO of Cedars Woodfire and chicken. With all that success under Grill, a four-unit Texas chain focusing on George Michel his belt, Guerra decided to bring the con- Boston Market fresh-fired cuisine. 11 cept to the United States, opening the first Since being named CEO of Boston Market U.S. location last year in Miami. in 2010, George “The Big Chicken” Michel Frank Paci has turned the image of the fast casual “Florida right now is the destination of 14 McAlister's Deli many Brazilian tourists and we have a lot chicken concept around, making it a rele- In 2010, when Frank Paci took over as of Brazilians living in the area,” said Guer- vant choice once again. A rebrand included CEO of McAlister’s Deli, his goal was to ra, who said he’s just getting warmed up replacing plastic tableware with real plates expand the brand. He succeeded. In addi- with Miami. and silverware and working to lower sodi- tion to raising sales in existing stores, Paci um in meals without compromising taste. Within the next five years he plans to have increased the number of restaurants in the Sodium is down 26 percent in its mashed 40 to 50 locations across America. chain, opening 15 restaurants this year and potatoes and 20 percent in its stuffing. signing new development agreements for an additional 45 locations. Paci credits his “We are committed to ensuring our guests success with his focus on service. enjoy delicious, homestyle cooking that can be part of a healthier diet,” Michel said. “A lot of emphasis in this industry is on “Modifying our recipes to create healthier spending more in the area of marketing to options without sacrificing taste is another get customers in the door,” Paci said. “But way we deliver our mission to provide guests it’s the quality of experience that really im- wholesome foods they can feel good about pacts whether they come back or not, and eating and sharing with their families.” this is what drives growth.” Randy Gier Carlos Guerra Geoff Alexander 12 Giraffas Randy Gier 15 Wow Bao While many American-based concepts are 13 Pie Five Pizza Company Geoff Alexander is definitely a big deal in the franchising their brands outside the United Randy Gier knows pizza. The CEO of Pizza fast casual and QSR circuit. Not only is he States, Carlos Guerra’s Brazilian fast casual Holdings Inc. oversees two concepts in the the president of Wow Bao, one of Lettuce concept recently opened in America. pizza industry, Pizza Inn and the ground- Entertain You’s most popular concepts, he’s

32 2014

also a hot commodity, speaking at various industry and certainly for chains our size. conventions on the topics of social media And we expect the strong momentum to and restaurant technologies. He also is the carry forward in 2014.” vice chairman of the National Restaurant Association’s Fast Casual Industry Council. He is proving to be a leader in technology, Rich Hicks MOOYAH Burgers, Fries & Shakes successfully incorporating mobile and on- 17 line ordering, as well as self-ordering kiosks Before creating MOOYAH Burgers in 2007, and mobile gift card and loyalty programs. Rich Hicks spent more than 20 years in the restaurant business honing his skills. At age 25, he was an area director for Romano’s Amit Kleinberger Charlie Morrison 16 Wingstop Macaroni Grill. After spending several years in that role, he developed his own brand, Charlie Morrison has spent the last decade standing that you have to spend money to Tin Star Taco Bar, in 1999. Eight years later, perfecting his knowledge of the fast casual make money. He didn’t make a dime on the he co-founded MOOYAH Burgers, Fries & industry. When he was named president business until he opened his 200th unit. Shakes, which now has nearly 60 units with and CEO of Wingstop Restaurants in June plans to add 40 more by the end of 2014. “We grossed $60 million, and I invested it 2012, he was confident he could help grow all back into building, not profiting,” he said. the concept. And he was right. In 2013, Hicks isn’t concerned just with the bottom Morrison led Wingstop to its most success- line of these new restaurants. His focus on In 2013, the company paid out its first divi- ful year of growth. Under his leadership, it sustainability and supporting the commu- dend in more than six years. has opened 74 new restaurants and signed nities in which he serves is impressive. He agreements to open an additional 182 do- predicts that the brand will add more than mestic and 35 international units. 1,000 jobs to local communities through its Maria & Sean Pourteymour restaurant openings in 2014. 19 “The demand for Wingstop has never been Luna Grill greater,” Morrison said. “Over the past two For the last 15 years, Maria and Sean years, our same-store sales have grown Amit Kleinberger Pourteymour have been working together. 23.6 percent. That is almost unheard of in 18 Menchie's Getting engaged after only one-and-a-half the fast casual segment of the restaurant Making people smile is a far cry from the weeks of knowing each other, they took missions Amit Kleinberger was used to car- another leap of faith and opened their first rying out as an Israeli soldier, but the CEO Luna Grill in 2004, after not being able to of Menchie’s has been up to the task. He’s find a healthy fast-food alternative. grown his froyo concept to more than 400 A decade later, their 10-chain business locations in less than six years by offering is going strong, with Maria serving as the high-quality products and customer service chief cuisine officer and Sean adding his that puts grins on people’s faces. European influences to create a menu of “When I look at my business today and ask, Mediterranean dishes, including kabobs, ‘Why do I feel proud?’ it’s because it makes original salads, gourmet wraps, desserts, the world a better place,” he said. beer and wine. Charlie Morrison Kleinberger also takes a refreshing ap- The plan is to double units to 20 by the end proach to running his business, under- of the year, and each new unit will have a

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state-of-the-art POS system to improve ef- Mark Johnston Jim Mizes ficiency and reduce ticket times. This fast 21 Burger 21 22 Blaze Fast-Fire'd Pizza casual power couple is proving they have What a year Mark Johnston has had. He When the management team started look- the recipe for success. is president of Burger 21 and chief con- ing for a new president and COO for Blaze cept officer and president of Front Burner Fast-Fire’d Pizza, Jim Mizes topped the Brands. He led the restaurant chain to a list, and why wouldn’t he? With experience fantastic year that included eight new fran- developing more than 500 restaurants chise agreements and 14 new units. throughout his career, his vision for expan- sion is clear. In addition to adding stores, the company’s average unit volume increased from $1.47 “ is the leader in the explod- million to $1.75 million, a 19-percent in- ing fast casual pizza sector,” said Mizes. crease from 2012. “I joined this team because I wanted to be part of a brand that is going to change the “What an incredible year it has been for way this country enjoys pizza.” Rod Silva Burger 21. We’ve experienced strong growth and continued to receive recogni- Before joining the Blaze team, Mizes tion for being a leader in the fast casual worked for Freebirds World Burrito, Jamba Rod Silva segment,” Johnson said. “We’re pleased to Juice and Noah’s New York Bagels. Muscle Maker Grill 20 report our first increase in same-store sales The chain started 2014 with 12 units but When Rod Silva opened his first Muscle and average unit volume, which will further plans to end the year with nearly 50. Maker Grill in 1995, he had no idea how position the brand as an attractive business popular it would become. It’s been almost model for single- and multi-unit operators.” 20 years, but the concept still is thriving. He began franchising in 2009, and his To build on last year’s momentum, the Tom Ryan Smashburger/Live Basil focus on “healthy eaters” has swept the chain plans to open 10 new units across 23 country. Last year Muscle Maker signed five states in 2014. Tom Ryan is a true innovator. Through- 13 franchise agreements to develop up to out his career he has created Pizza Hut’s 25 locations throughout the country. Stuffed Crust Pizza and McDonald’s Mc- Griddles, Big N’ Tasty, Dollar Menu and Silva knows people eat with their eyes first, Fruit ’N Yogurt Parfait. so placing a large focus on the visual ap- peal of the food is key. But, he said, that’s He also is the namesake behind Tom’s just what brings them in. Urban 24, the founder of Smashburger and co-founder of Live Basil Pizza. When “One bite is all people need to be con- he created Smashburger in 2007, Ryan vinced that it is possible to eat healthy and wanted to give customers a different kind enjoy the food you are eating,” he said. of burger. Specializing in hand-crafted “Our truly unique concept of great food burgers that are smashed, seared and sea- with your health in mind is gaining popular- Mark Johnston soned to order, Ryan’s brand delivers on ity throughout the U.S.” the goal.

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His innovative ideas have landed him on ledge he gained while serving as president many lists, including ours. He also was re- of Moe’s Southwest Grill, he has set out to cently added to Gourmet Magazine’s list perfect the build-your-own pizza concept. of “Top 25 Food Entrepreneurs of the Last “Guests love the create-your-own pizza, Quarter Century.” salad and panini model with a choice of fresh ingredients,” he said. “It’s a person- alized experience, but one that delivers on our promise of fresh, fast and affordable.”

Andrew’s growth isn’t accidental. He knows interactive technology is key for getting and Scott Crane keeping customers.

“We’ve found that social media, website Street, Pizza Hut, Sonic and . video content and customer intercepts with Before being named Smashburger CEO in iPads are effective means of garnering fol- November 2013, he spent the previous six lowers, fans and repeat customers,” he said. years as the brand’s president. He is cred- Matt Andrew ited with helping it grow from two units to Scott Crane more than 250 worldwide. Plans now are Smashburger 25 to grow to 400. Matt Andrew If you are looking for an industry expert, Uncle Maddio's Pizza Joint 24 Scott Crane could definitely be your guy! “Smashburger has seen great success in When he opened the first Uncle Maddio’s Throughout his career, the newly appoint- rekindling Americans’ love affair with burg- Pizza Joint in 2008, founder Matt Andrew ed Smashburger CEO worked for popular ers across the 30 states we operate, so wanted to dominate the fast casual pizza chains, including Olive Garden, Houlihan’s we are excited to partner with a new group industry. In just six short years, Andrew and Lone Star Steakhouse, before be- of industry experts to bring our one-of-a- has expanded the concept to 18 locations coming the EVP of operations for Fugate kind experience to new guests and help us across six states and has 165 more in de- Enterprises. There, he oversaw hundreds continue executing on our steady growth velopment. By taking the fast casual know- of franchised restaurants, including Wing- path,” Crane said.

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