The study found fast
casual diners spend, on average, $5.45 for breakfast, $7.07 for
lunch and $11.66 for dinner. In addition, these consumers expect
to be served in 10 minutes and have eaten in a fast casual restaurant
roughly seven times in the last three months. The top five fast
casual restaurants (by number of times visited) were TGI Friday's
Express, Boston Market, Chili's Express, Schlotzky's Deli and Bennigan's.
Listing a ranking
of importance of certain factors to the fast casual diner, the study
found these diners place a much higher degree of importance on an
enhanced dining experience than do diners in a fast food restaurant.
Noting that fast casual diners are "clearly willing to pay for what
they want," Cook believes, "with 'quality food' and 'healthy menu
items' ranking near the top of the importance list for fast casual
diners, there are market gains to be won by fast food operators
that can take their concept in that direction. However, the road
is much clearer for some than others. Subway, which has already
converted its core menu to healthy offerings, will have a much easier
time gaining the 'permission' of consumers to move in the fast casual
direction."