Innovative restaurant brands and executives shaping the fast casual segment - sponsored by - Melt Shop Franchise
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Innovative restaurant brands and executives shaping the fast casual segment
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2017
Executive Summary
Although the past year has been a bit of a struggle for the
restaurant sector overall, with several reports showing a
downgrade in growth projections for the year, many fast casual
concepts have continued to thrive by embracing innovation to
improve the customer experience.
This year’s list of Fast Casual Top 100 Movers & Shakers
recognizes 76 brands and 24 industry executives who continue Cherryh Cansler
Tom Harper Editorial director,
President & CEO to push their teams and the segment forward despite setbacks. Networld Media Group
tomh@networldmediagroup.com
This year’s list not only recognizes growth and sales
Kathy Doyle
Executive vice president & publisher accomplishments, but also honors innovation in the use of technology to enhance the
kathyd@networldmediagroup.com customer experience, and willingness to take risks in the name of brand elevation.
Cherryh Cansler Choosing the Top 100
Editorial director Hundreds of brands nominated themselves by taking part in a survey about their business
cherryhb@networldmediagroup.com
practices. They nominated executives by completing a second survey that asked them to
Brittany Warren identify individuals whom they believe best represent the industry.
Custom content editor
brittanyw@networldmediagroup.com Normally, the Top 100 is comprised of 75 brands and 25 executives. However, this year
Paige Hobbs was especially challenging when it came to whittling down the list. The judges ultimately
Custom content coordinator came to agreement on a selection of 76 brands and 24 executives.
paigeh@networldmediagroup.com
A variety of food genres and service styles were represented on this year’s list. Of the 76
ABOUT OUR SPONSOR:
brands, 12 fell into the “healthful” category; 11 specialized in pizza; nine focused on Tex
Taylor Company manufactures Mex or Hispanic cuisine; six represented the better-burger category; and five featured
commercial foodservice equipment to chicken on the menu. The remainder comprised a variety of concepts covering everything
serve frozen desserts, frozen beverages from coffee to global flavors.
and grilled specialties. A division of
Carrier Commercial Refrigeration Each winner was clearly differentiated from the other competitors. But all had important
Inc., Taylor Company is part of UTC similarities, as well. For example, most invested heavily in employee training, sourced high-
Climate, Controls & Security, a unit of quality ingredients, embraced technology upgrades, strived to live their brand culture and
United Technologies Corp. For more demonstrated a passion for giving back to their communities.
information, visit www.taylor-company.
com or follow @TheTaylorCo on Twitter. Our list specifically recognizes brands and leaders for their contributions to the fast casual
segment of the restaurant industry, but when it comes to creativity, progressiveness and
The 2017 Fast Casual Top 100 Movers & sheer grit, these 100 are leading the restaurant industry as a whole.
Shakers. ©2017 Networld Media Group LLC.
13100 East Point Park Blvd., Louisville, KY Sincerely,
40223. (502) 241-7545. All rights reserved. No
part of this publication may be reproduced Cherryh Cansler
without the express written approval of the
publisher. Viewpoints of the columnists and Director of Editorial, Networld Media Group
editors are their own and do not necessarily Editor, FastCasual
represent the viewpoints of the publisher.
Table of 4 Top 76 brands
Contents 28 Top 24 executives
2017 3
Top 76 Brands
#1 Blaze Fast-Fire'd Pizza
In the crowded fast casual pizza space, it can be hard to stand • Addition of “brand-
out, but Blaze Fast-Fire’d Pizza makes it look easy. The chain, building” locations at Walt
founded five years ago by Rick Wetzel, has grown from two units Disney World in Florida,
doing $3 million in systemwide sales to 175 locations reporting Universal Studios in
$185 million in 2016. The chain, which signed a multiyear Hollywood and Staples
endorsement deal last year with global icon and NBA All-Star Center in Los Angeles,
LeBron James, opened 70 units in 2016 and is on target to open home of the NBA’s
80 in 2017. Lakers and Clippers and
CEO and President Jim Mizes predicts that the chain will exceed the NHL’s Kings.
$292 million by the end of the year and in another five years will • Removal of artificial
surpass the $1 billion milestone. colors and flavors,
“We spent our first five years in business refining our restaurant preservatives and high-
model and building out the infrastructure and franchise network fructose corn syrup from all ingredients for pizzas
to support our rapid growth,” Mizes said recently about the and salads.
chain’s success. “We now have the people, processes and • Change to a plant-based straw so that all packaging is now
systems in place to achieve our goal of becoming a billion-dollar 100 percent eco-friendly (recyclable, compostable or made
brand by our 10th birthday.” from post-consumer content).
Other highlights helping Team Blaze take our top spot this year • Growth in overall guest satisfaction, including a systemwide
include the following: average 4.3 rating across online consumer review sites.
• The launch of a mobile app in 2016, featuring online Blaze has big plans for the future, projecting systemwide sales of
ordering, mobile pay and loyalty rewards. $417 million in 2018, with a total of 375 restaurants open at the
• Menu innovations, including Aguas Frescas, two dessert end of 2018 and 855 restaurants open at the end of 2022.
items and new salads.
Photo: Blaze Pizza
2017 4
Top 76 Brands
#2 Eatsa
From its menu specializing in quirky ways to serve quinoa to its Always innovating,
tech-savvy operations model, Eatsa has innovation covered. the chain recently
upgraded its Bay Area menus to include a few non-quinoa
The menu, for example, consists of a variety of quinoa bowls for
dishes, such as noodle bowls, and a new way to order.
$6.95 that include Japanese, Mexican, Mediterranean and other
Customers start their orders online by entering their flavor
international themes.
preferences, for example, or “what they are in the mood for.”
Because of its total reliance on technology for ordering and
Eatsa also has added an automatic discount to customer orders
payment, the California-based concept received a lot of attention
— the more they visit, the higher the discount.
when it opened its first units two years ago in San Francisco’s
financial district. It quickly added units in Los Angeles and
Berkeley, California.
Instead of hiring employees to take orders, the chain has
customers use in-store kiosks and mobile apps for ordering and
paying. A few employees are on hand, however, to answer any
questions. They also make the food, hidden behind the wall of
electronic cubbies, where diners pick up their meals.
On a mission to prove that it’s not just a gimmick or a California
trend, the chain opened last year in Washington, D.C., and
Manhattan. Co-owner Scott Drummond, who one day hopes to
bring the bowls down to $5 each, said plans are in full swing for
other units openings in those areas. Photo: Eatsa
#3 Slapfish
Although chef Andrew Gruel first launched Slapfish as a food- years. That agreement also
truck concept in 2012 in Los Angeles, the concept now is grants the franchisee rights to
driving sales across the world. Gruel, who is well on his way to develop Slapfish in the United
accomplishing his goal of making Arab Emirates and Ireland.
seafood sexy, has opened eight Gruel, who calls himself an
brick-and-mortar units with “eco-seafood” chef, has
plans to hit 15 by the end of the a goal of making sustainable seafood approachable in all the
year. Signed deals are in place biggest food cities outside of southern California.
to develop units in Utah, Idaho,
“With our menu of seasonally rotating, gourmet dishes in a fast
Colorado and Arizona, as well
casual setting, guests experience the quality of fine dining with
as South Korea. Also, the chain
the cost and convenience of fast food,” Gruel recently said in an
will begin serving its lobster fries
interview with FastCasual. “Also setting us apart is the fact that
and lobster grilled cheese this
we only serve the freshest fish and shellfish sourced from well-
year to Londoners, with plans for
managed, responsible suppliers of sustainable seafood.”
25 units there over the next 10
Photo: Slapfish
2017 5
Top 76 Brands
#4 BurgerFi
In just five years, BurgerFi has gone from a single-unit restaurant BurgerFi, which plans to open 35 restaurants in 2017, including
in south Florida to opening nearly 100 restaurants domestically its first airport location and its first locations in Panama and
and internationally. The chain, known for its commitment to Kuwait, relies on environmentally sustainable best practices for
sustainable practices and technology enhancements, serves all- build-outs. It boasts earth-friendly elements, such as chairs made
natural, hormone-, steroid- and antibiotic-free beef. from recycled Coke bottles; tables made out of compressed,
The chain, which recycled wood; energy-efficient lighting; wood panels made from
implemented self-order renewable timber sources; and fans that use 66 percent less
kiosks and digital menu electricity. Its restaurants also maintain a low carbon footprint with
boards in 2016, has built strict recycling programs for oil, cardboard, bottles and cans.
an innovative menu with Another differentiator that sets BurgerFi apart from its competitors
specialty items, such is its commitment to upward mobility. To encourage and fuel long-
as the VegeFi Burger term employment with the company, BurgerFi has established
(made of quinoa) and a a Steps of Success program, in which hourly employees learn
Breakfast All Day Burger additional skills, earn higher wages and gain access to a proven
Photo: BurgerFi topped with syrup. It also path of promotions and management positions.
has a variety of special toppings, including a candied bacon-
tomato jam, a truffle aioli and its own BurgerFi sauce.
#5 Luna Grill
The 30-unit chain grew by 45 percent last year, opening nine
units in 2016 and securing nearly $30 million in financing from
CapitalSpring. Luna Grill will use that funding to open 15 units
over the next 12 months.
The brand with California and Texas locations reported a 19
percent increase in same-store sales, recently introduced
“Luna 3.0,” a redesign that is a mix of vintage and modern
elements combined with organic elements to create an overall
look that is European or Scandinavian design, said Nicole
Abraham, vice president of marketing for Luna Grill. Specific Photo: Luna Grill
elements include bold patterns, modern pendant lamps paired While the brand has continued to evolve since its 2004
with vintage light bulbs and live edge wood tables representing inception, it hasn’t lost sight of its culture and commitment to the
the look of a tree trunk. community. Luna Grill, for example, has participated in hundreds
“It features gentle contours and playful accent colors,” Abraham of donations
said. “Much like the entire Luna Grill experience, the new interior and events in its
design honors the elements of nature and the needs of our communities.
customers through form and function.”
2017 6
Top 76 Brands
#6 Shake Shack
The novelty of Shake Shack doesn’t seem to be waning. The premier locations, and building an even better team member and
brand, known for its snaking lines of people happily waiting to guest experience that fosters the long-term strength of the Shake
order, has seen steady growth over the last year. It opened 36 Shack brand for years to come.”
units in 2016, bringing its total to 72 domestic and 45 international The year also saw the launch of the Chick’n Shack, an all-natural
shacks. For the year, the chain reported total revenue increased and antibiotic-free chicken sandwich, the beginning stages of the
40.9 percent to $268.5 Shack App and the deployment of analytics software to boost
million and shack sales supply chain efficiency and decision-making.
increased 41.6 percent
To help spread Shake Shack to even more people, Garutti and
to $259.4 million.
Mark Rosati, culinary director of Shake Shack, have created a
“I’m especially pleased cookbook, “Shake Shack: Recipes & Stories,” which will be out
given the challenging May 16, 2017.
industry backdrop in
retail and restaurants,”
Photo: iStock.com CEO Randy Garutti
said recently about the chain’s financial performance. “We
achieved all of this while furthering our commitment to growing in
#7 &pizza wage in Washington, D.C.
For example, last year it
raised wages in D.C. to
Making great pizza is just one of the many goals at &pizza. CEO $11.75 an hour to surpass
Michael Lastoria launched the Washington, D.C.-based brand the District of Columbia’s
in 2012, with the following ethos: to celebrate oneness, make it minimum wage. In Maryland
personal, keep it fresh and elevate everything. and Pennsylvania, &pizza
That’s exactly what he did. opened its first Baltimore Photo: FastCasual.com
and Philadelphia locations by opting for a starting hourly pay of
True to its core values, &pizza is part of the urban fabric of the
$10.50, above Maryland’s $8.25 minimum and Pennsylvania’s
community. From the way it refers to employees as tribe members
$7.25 minimum.
to its charitable arm, &CHARITY, and the localized design of the
stores, the brand embodies the communities in which it serves. Also, the chain’s Columbia Heights shop was where D.C. Mayor
Muriel Bowser signed the Fair Shot Minimum Wage Amendment
The chain, which landed a $25 million investment a few months
Act of 2016. The bill would increase the hourly wages of more
ago from Avalt, has grown to 20 units with a presence in
than 100,000 D.C. workers. In November 2016, at its Chinatown
Baltimore and Philadelphia and soon will open in New York City.
shop, &pizza hosted a roundtable with U.S. Secretary of Labor
The chain also is focused on being a leader in the movement for a Tom Perez and U.S. Deputy Secretary of Labor Chris Lu to
fair wage. To &pizza, fair pay is a vital ingredient to the company’s discuss the benefits and necessity of raising the minimum wage
success and culture and the well-being of its 490 tribe members. to a fair wage both in D.C. and nationwide.
As a member of Business for a Fair Minimum Wage, the company
has played a significant role in the fight to raise the minimum
2017 7
Top 76 Brands
#8 Dickey's Barbecue Pit
It was a busy but good year for Dickey’s Barbecue Pit. In 2016, While Dickey’s enhanced
it not only opened 87 units but also launched a new menu and menu kept many of
formed Dickey’s Capital Group to facilitate future growth. Roland the brand’s classics, it
Dickey Jr., who had been serving as the restaurant’s CEO, is now also now incorporates
running Dickey’s Capital Group, and the brand’s former CIO, Laura tacos, sliders and Smoke
Rea Dickey, took over the CEO title. Renee Roozen, former vice Stacks, a combination of
president of operations, was appointed as the first brand president. a side and a meat in one
easy-to-carry container.
The chain also implemented its “No B.S.” (Bad Stuff) campaign
in 2016, after execs took a hard look at its proteins and made the The new menu, however,
move to source ethically and responsibly. Beef brisket is humanely wasn’t a strain on owner/
Photo: Dickey's Barbecue Pit
handled and sustainably raised with no additives. Chicken is operators, Laura Rea Dickey said.
raised without antibiotics, is cage free and vegetarian fed, and It required them to add only one item to food orders.
contains no added hormones. There are no nitrates or nitrites in Dickey’s, known in the industry as a leader in tech, is
Dickey’s sausages experimenting with sensor and beaconing technology to help
and no artificial colors stores operate more efficiently by reducing waste and ensuring
or flavors in any of the operational standards. Beacon technology will enable curbside
brand’s pork products, pickup of to-go orders without the guests ever leaving their
for example. vehicles, Laura Rea Dickey said.
#9 Which Wich
Superior Sandwiches
Dallas-based Which Wich Superior Sandwiches has created a sandwiches, a creative ordering system and personalized
strategy to achieve tremendous growth both in terms of locations sandwich bags to enhance customer experience and satisfaction.
and revenue in upcoming years. With a recent opening in London, The chain isn’t focused only on feeding the bottom line, however.
the 511-unit brand, which Sinelli, who is passionate about feeding the homeless, created
opened 54 locations in 2016, the chain’s systemwide community outreach program, Project
plans to open 50 domestic PB&J. Under the program, for every PB&J sold in a Which Wich,
and 20 international locations one PB&J is donated to a local charity and another is banked
by the end of the year. for a global fund in case of natural disasters or any large need.
Proving that it’s not just The chain also operates “Spreading Parties,” where people sign
“another sandwich concept”, up to make as many PB&J sandwiches as possible in one hour.
Which Wich differentiates Attendees of the 2017 Restaurant Franchising and Innovation
itself, CEO Jeff Sinelli said, Summit, for example, made 10,201 sandwiches and donated
by providing customizable them to homeless people in Dallas.
Photo: FastCasual.com
2017 8
Top 76 Brands
#10 By Chloe
By Chloe may be only two years old, but the plant-based
concept already has opened five units and reported $5.9
million in same-store sales in 2016. Samantha Wasser opened
the flagship location in 2015, in the West Village in New York
City, where it quickly became a local favorite.
Since then, Wasser has opened two additional New York
City locations and has expanded to Los Angeles and Boston, with six to 10 units planned for
2017. Wasser also opened a stand-alone bakery concept — Sweets by Chloe — as a brand
extension that sells the restaurant’s baked goods.
The restaurant not only is a destination for the thriving vegan customer base but also has drawn
in non-vegans by offering items that satisfy picky eaters, Wasser said.
A millennial favorite, By Chloe is focused not only on its in-store experience but also on delivery.
It has developed a relationship with online delivery services, including Postmates, and created
Photo: ByCHLOE
its own app using Brandibble to implement an order-ahead system that guests can use to place
and pay for orders before picking them up at the restaurant or having them delivered.
#11 Mooyah and debuted an internal texting program
to communicate better with restaurant
When it comes to the menu, Mod is also
all about growth, adding two in-house
While Mooyah burst into the better-burger
scene in 2007, 2016 marked a year of employees across the country. roasted seasonal vegetables each quarter.
strategic changes for the brand, including Lastly, the chain, which plans to open The chain strives to source only high-
an array of technology enhancements to 20 to 25 units this year, updated its menu, quality ingredients without unnecessary
better serve guests and franchisees. adding 100 percent certified Angus beef, additives and is just as passionate about
all-natural grilled and crispy chicken, a helping its communities. It has donated
Externally, it launched an app-based more than $650,000 to community-
line of premium toppings and a section
rewards program allowing guests to earn based, nonprofit groups focused on
of prebuilt burger, sandwich and hot
reward points with every purchase. It also at-risk youth and families.
dog options.
created a mobile-responsive consumer
CEO Scott Svenson said his business is
website to better reflect the brand’s
powered by its people-first culture — Mod
personality.
makes pizza so it can serve people. The
Internally, the chain converted its entire
system to one point-of-sale solution and
#12 Mod Pizza company is committed to using pizza as
a platform to do good for its people and
one back-end analytics reporting tool, Saying 2016 was a year of growth for Mod communities, and is proof that a company
streamlining data to allow for advanced Pizza is an understatement. The 200-unit can succeed while providing top wages
analytics and improved restaurant fast casual pizza chain, which launched and benefits, employee empowerment
economics and franchisee profitability. in 2008, opened half of its existing units in and plenty of first and second chances to
the last year. It also expanded to the U.K., its people, he said.
Mooyah, which has 97 locations
signed nine multiunit franchise partners
after opening 19 units in 2016, also As one Mod Squad member shared in
and hit $150 million in funding from Perella
made enhancements to its internal an anonymous employee survey, “My
Weinberg Partners, Fidelity Investments
communications hub, the Partner Site, employees and I come here and forget
and other private investors.
2017 9
Top 76 Brands
our problems at home, the news where to open 100 to 120 locations each year for
everyone is disregarding human life over the next three to four years.
very small differences, the outside world Lastly, Chang said the brand is dedicated
who can ridicule and judge our lives. I to maintaining 30 percent of the chain as
come to work and sling pizzas with my corporate locations to solidify the brand’s
best friends every day, I have the best job long-term growth.
in the world.”
Photo: Starbucks
SYNC 3 will be able to order on the go
by saying, “Alexa, ask Starbucks to start #15 PizzaRev
#13 Starbucks my order.” While most restaurants’ growth rates
It has always been an industry leader, Starbucks also is focused on delivering remained flat, the opposite is true for
but Starbucks has brewed up a lot of personalized offers to customers via many of the brands on our Top 100 list.
buzz this year, from its frontman Howard the mobile app, including the rollout of PizzaRev was no exception. The brand
Schultz trading in his CEO title to suggested selling and recommendations. opened its first international location in
concentrate on growing the retail side of Total Starbucks Rewards member spend, Mexico and added a total of 15 units in
the business to the chain announcing a for example, was up over 20 percent in 2016, compared with 10 in 2015.
goal of creating more than 240,000 jobs. 2016 versus 2015, driven by member
The chain didn’t focus solely on
The coffee giant, which has averaged growth and higher spend per member.
expansions, however. It also spent 2016
a growth rate of 23 percent over the building out its training, development and
past five years and delivered record technology infrastructures to support
revenues of $21.3 billion in 2016, not only the growing franchise system. The
is dedicated to job creation, but also is #14 Pieology year also saw a substantial investment
passionate about innovating the customer
experience via its digital flywheel around
Pizzeria in technology to make the PizzaRev
dining experience more seamless and
the globe. Ending 2016 with $1.5 million in same- convenient.
store sales is just one reason Pieology
Starbucks, for example, offers the largest Those technological advances included
Pizzeria made this year’s Top 25. Although
and most robust mobile ecosystem of any mobile and online ordering apps: Rosnet,
Carl Chang founded the brand in 2011,
retailer in the world, with more than 13 a fully integrated solution for tracking food
this year he finalized a strategic minority
million Starbucks Rewards members and inventory, labor and budgets; Reputology,
about 9 million mobile paying customers, investment from Panda Restaurant
which aggregates online restaurant reviews
with one out of three now using Mobile Group to facilitate expansion of the
to track customer sentiment per region and
brand. Pieology also acquired one of its
Order & Pay and more than $6 billion per store; SendGrid, an email marketing
loaded onto prepaid Starbucks Cards in competitors, Project Pie.
platform; and Smartsheet, a cloud-
North America during 2016. While Chang said Pieology never wants based project management software to
The chain is planning this year to expand to grow too fast, he admitted that PRG’s collaborate across the corporate staff and
its Mobile Order & Pay platform to give unlimited resources are making it easier franchise system. The chain also uses
customers more ordering options by to expand. From real estate and vendor Aloha POS, ADP for payroll and Snagajob’s
leveraging its skill for Amazon Alexa relations to huge buying power, Pieology recruitment platform.
announced in 2016. Now, with the has grown to be even stronger and more
In keeping with the brand’s commitment
planned integration of Amazon Alexa and efficient as an organization, Chang said.
to innovation and customization, PizzaRev
Ford vehicles later this year, Starbucks The chain, which has 133 units, opened launched a thick dough last year called
customers with a Ford car equipped with 53 stores in 2016 and has commitments Double Dough. It now accounts for 20
percent of pizza sales.
2017 10Top 76 Brands
• A hybrid version with a full bar and up ovarian cancer research, ultimately helping
#16 Burger 21 to 4,000 square feet Newk’s Eatery reach its $500,000 mark in
Variety is a key component to Burger 21’s • An airport footprint only two years.
success. The chain not only offers 21
The chain has restaurants under Newcomb is also passionate about
chef-inspired burger-and-shake pairings
development in Arizona, New York, technology, which is evident by the
but also embraced change this year by Eatery
Newk'sEatery
Pennsylvania and Maryland. Target brand’s introduction of the Newk’s
spicing up its service model and decor.
markets for franchise opportunities Apple and Android ordering apps as well
In May 2016, for example, the chain
currently include Dallas, Houston, Miami, as Newk’s Online Academy, an e-learning
opened a Florida restaurant with a patio
Philadelphia and Raleigh, North Carolina. platform that educates both hourly
and full-service bar. Several months later,
employees and area directors about the
it launched a redesign of all 22 existing
culture, standards and core processes
stores and also refreshed its logo.
that drive the brand.
“Burger 21’s previous interior, while
originally modern, was more subdued,
#17 Newk’s Through their computers or mobile
it was not speaking to our guests,” said Eatery devices, Newk’s employees receive easy
access to interactive and digital learning
Arlene Johnston, co-founder and VP of Newk’s continues to be a leader and content, including training, coursework,
concept development. “We knew we innovator in the next generation of fast tests and videos that nurture professional
wanted something that would emphasize casual, having opened its 100th restaurant development.
our high-quality ingredients and the in 2016 and reporting a 48 percent growth
hand-crafted preparation of our food, rate. It opened 36 restaurants last year
because those are the stars of the show. and entered 10 markets.
By offering design options to fit a variety
of urban and suburban settings, we can
The brand’s commitment to made-
from-scratch menu offerings, open
#18 Muscle
continue expanding into new markets and
deliver on our unique brand promise with
kitchens and fresh ingredients aligns Maker Grill
with consumers’ increasing demands for Muscle Maker Grill, which operates
a design to match. … This new look gives
transparency and quality. more than 50 restaurants in a variety
us an opportunity to tell our brand story in
Growing the brand isn’t the only passion of locations — including on military
a more modern and fun way.”
of CEO Chris Newcomb, however. His bases, in stadiums and at universities
Of course, with variety being so important — differentiates itself by catering to
organization — Newk’s Cares — raises
to Burger 21, franchisees may choose consumers who want to eat healthy
money for the Ovarian Cancer Research
among four models. Options include: foods. That includes fitness enthusiasts,
Fund Alliance. In 2016, Newcomb
• The original 3,000-square-foot model those starting the journey to a healthier
rallied his restaurants to raise more than
• A 2,000-square-foot space lifestyle and people trying to eat better
$110,000 for the cause in honor of the
while on the go.
brand’s 100th restaurant opening and his
wife, Lori Newcomb, who was diagnosed To make healthy eating even easier,
with the disease in 2013. Muscle Maker Grill offers its nutritionally
focused menu items to guests through
During Newk’s third annual Ovarian Cycle
a meal plan program, which allows pre-
Jackson spin celebration in September
orders of meals via phone, online or in
2016, Newk’s Cares united riders to raise
store, available for pickup or delivered
$159,395 for OCRFA. These efforts work
right to their doors.
in concert with Newk’s Cares’ year-round,
in-restaurant campaign, which donates The company, which has 200 deals in
Photo: Burger 21 10 cents from each water bottle sold to development, is expanding rapidly in
2017 11Top 76 Brands
new and existing markets domestically with high-quality ingredients, and the
as well as internationally, lining up partners atmosphere and customer experience
in Kuwait and throughout Middle East are built around custom artwork on the
and Asia. walls, the music playing in all restaurants
The chain, which plans to have 300 units and the employees’ involvement in local
open by 2020, also is taking every chance communities.
it can to encourage people to eat better Baseball is one of the communities
and live healthier lifestyles. It was featured Photo: Nicoletta Amato Photography that Chronic Tacos takes seriously. It is
on the CBS series “Undercover Boss,” returning for its fifth season as a vendor
Each opening, for example, has been
where it communicated that message to at the Angel Stadium of Anaheim,
accompanied by significant press and
a national viewing audience and rewarded for example.
large crowds, which could be less
some of its employees for their hard work “This five-year milestone is coming at
about the burgers and more about fans
and dedication.
hoping to catch a glimpse of their favorite an exciting time for us,” Mohammed
Founder Rod Silva even ran for president Wahlberg brother. Regardless of the said. “We’re gearing up for a variety of
of the United States as an independent reasoning, consumers are keeping each events, both active and philanthropic. We
candidate with the goal to “Make America location packed, inspiring executives to saw major turnouts last year at our new
Healthy Again.” His platform was focused open 20 to 25 units in 2017. first-base location; so, we’re excited to
on the biggest problem that Americans To keep up with that growth, the chain continue to offer our authentic food on
are ignoring — their health — and the has upgraded its operations. It recently game days.”
havoc it has caused on the health care implemented HotSchedules scheduling Chronic Tacos, founded in 2002 in
system. He used the opportunity to software, POSitouch POS and web- Newport Beach, is opening additional
educate people on simple substitutions based video training, for example, and is units in California in 2017, as well as
that are better choices without sacrificing evaluating mobile apps/digital ordering in North Carolina, Alabama, Georgia,
flavor. His candidacy was widely covered and other technologies for 2017. Washington, Hawaii, Florida and
in the media and his campaign received Alberta, Canada.
support from thousands of people
nationwide — in addition to officially
making the ballot as a presidential
candidate in Colorado. #20 Chronic
Tacos #21 Penn Station
Chronic Tacos finished 2016 with 40 units, East Coast Subs
a 50 percent growth rate in store counts. Penn Station East Coast Subs passed
#19 Wahlburgers The California-based chain, which is on the 300-restaurant milestone in early
Created by several members of the target to open 30 additional units by the 2016, opening 12 restaurants and closing
Wahlberg family — including actors Donny end of 2017, also reported a 13 percent zero. The 30-year-old brand has grown
and Mark and chef Paul — Wahlburgers increase in same-store sales, and the at a slow and steady pace, choosing to
went from six units to 13 over the past average unit volume of its top 10 locations focus on helping its existing restaurants
year and has more than 300 development totaled $998,090.40. succeed. It has only one company-owned
agreements to cover over half the While the brand continues to grow, it is location, for example, doesn’t take rebates
world. Brand buzz has remained high, committed to staying true to its roots from suppliers as income and grows in
in part due to the chain’s reality show and won’t sacrifice quality in order to concentric circles from its home base of
“Wahlburgers” on the A&E network, which grow, said Michael Mohammed, Chronic Cincinnati, said President Craig Dunaway.
has helped demonstrate success and fan Tacos CEO and president. Its menu Always striving to keep controllable costs
appeal of the brand. relies on third-generation recipes made down, it decreased food costs by more
2017 12Top 76 Brands
than a percentage point to less than 23 its Famous Tea, providing guests with
percent in 2016. another noncarbonated beverage option.
The chain’s Free Tea Day in 2016 was
The chain, last year, also launched a
a massive success, serving more than
mobile app and a new level of franchisee
435,000 cups of tea, setting a brand
support with a regional franchise
record and also becoming the biggest
consultant program.
sales day of the year.
Penn Station has continued to use
In an effort to boost its customer
technology to improve systems for
experience, McAlister’s, which has 387 Photo: iStock.com
franchisees and provide a better
experience for customers, Dunaway said.
units, upgraded its loyalty and online
ordering apps, converting its former
#23 Panera
This includes creating a training and career
path initiative called My Penn Path that
visits-based loyalty app to a points-based Bread Company
program. It now rewards guests who Panera Bread Company made headlines
integrates into the company’s POS system.
not only frequent the brand with high this year not only for its solid growth rate
My Penn Path gives employees a regularity, but also spend more. The ability but also when it changed its status from
clearly defined career path to show for guests to track their purchases and
public to privately owned after selling to
them how they can take an entry-level accumulate points to receive a designated
JAB Holding Company for $7.5 billion.
job and make it a career by outlining reward has helped increase usage,
which personality traits and skills are according to the company. “In more than 25 years as a publicly
needed to be promoted for each step. It traded company, Panera has created
Late in 2016, the brand finalized above-
provides greater clarity and strategy for significant shareholder value,” CEO Ron
store payment within the ordering app that
the employee and franchisee and has Shaich said. “Indeed, Panera has been
enables guests to pay via the app prior to
helped franchisees significantly with hiring the best-performing restaurant stock
arriving at the restaurant.
and retention. Because a restaurant’s of the past 20 years — up over 8,000
employees are its greatest asset, this has The chain’s deployment of menu boards percent. Today’s transaction is a direct
made a positive impact on all parts of the in late Q3 had a massive impact on the reflection of those efforts and delivers
business, Dunaway said. total guest experience and subsequently substantial additional value for our
comparable sales performance for the shareholders.”
remainder of the year, according to the
Bakery-café sales were up 3 percent at
chain. The menu board is a significant
company-owned restaurants for fiscal Q4
aesthetic improvement and infuses the
#22 McAlister’s brand with character and personality.
2016 and increased 6.6 percent on a two-
year basis.
Deli Additionally, the categorization of key
The chain’s latest focuses are on
McAlister’s Deli, known as the place to go products to improve the ease of ordering
paired with some pricing adjustments completing the rollout of delivery and its
for sweet tea and hospitality, upgraded
improved wait times, overall satisfaction 2.0 digital initiative.
both in 2016. It deployed Green Tea,
for example, as an accompaniment to scores and profitability. Although delivery is available in 15 percent
McAlister’s, which opened more than of stores, the chain is looking to increase
30 units last year, will continue the that to 30 to 40 percent of systemwide
growth trend in 2017, targeting the upper bakery stores in 2017. Digital sales are up
Midwest, Florida and Georgia, as well as 24 percent, due in part to the success of
expansion in core markets from the mid- the MyPanera customer loyalty program,
Atlantic, through the Southeast and the which reached 25 million users this year.
Gulf Coast, and into Texas. Clean eating is another initiative important
Photo: FastCasual.com to the brand as evidenced by the launch
of its 100 percent clean menu. Panera’s
2017 13Top 76 Brands
products are now free from flavors, to open 25 units, doubling the number of nearly 100,000 chicken lovers Sept. 23-24
preservatives, sweeteners and colors franchise agreements made the previous in New Orleans.
from artificial sources as defined by the year. Also, Fazoli’s marked a record- The festival, which brings food, music,
company’s “No No List.” breaking 15 consecutive quarters of family and festivities together, donates a
“We are proud of accomplishing this same-store sales growth, with franchisees portion of proceeds to local charities.
feat, but we are even more proud of experiencing nearly three times the
industry average growth rate and new Graves also co-founded Lemonade Day
the potential impact we can have on in 2010, as a way to introduce children to
the broader food industry,” said Sara franchised restaurants continually setting
entrepreneurship through the experience
Burnett, director of wellness. “We new systemwide records.
of running their own small business: a
continue to challenge our peers to make This year, the company will carry over lemonade stand. The free communitywide
a comprehensive commitment to 100 the momentum with the unveiling of a effort is now in nearly two dozen states.
percent clean ingredients.” modern interior redesign of its restaurants
Participants are given free backpacks with
featuring a Wi-Fi bar and a warm, friendly
detailed workbooks that include marketing
environment for its guests. Fazoli’s plans
tips and advice to help them get started,
to redesign 15 restaurants by year’s end.
and they gain valuable experience by
#24 Slim Chickens The chain also has committed to ditching setting goals and solving problems.
With unique menu options, including all artificial ingredients by June 2017
The goal is to inspire kids to spend a little,
Chicken & Waffles and seasonal jar and is rolling out an enhanced menu
save a little and share a little, the last part
desserts, Arkansas-based Slim Chickens with premium ingredients and offerings,
by encouraging them to donate some of
has created a strategy to achieve including table-side grated Parmesan, as
their earnings to charity.
tremendous growth both in terms of well as several new dishes. They include
locations and revenue in upcoming years. Create Your Own Lasagna, Spicy Sausage
The brand has seen rapid growth with 18 Rigatoni and Brownie Gelato Sundae.
openings in 2016 and plans for international
expansion to Kuwait in 2017. This year,
the brand is projected to open 31 stores,
surpassing the 50-store milestone. #26 Raising
In an effort to become synonymous with
“Life Changing Chicken,” the chain has
Cane’s
Founded by Todd Graves in 1996 in Baton
implemented a stronger messaging of its
Rouge, Raising Cane’s now has more Photo: FastCasual.com
“Better life” platform to enrich the lives of
than 300 restaurants in 23 states. Graves
those touched by its restaurants in 2016.
The brand, for example, recognizes “Life
still has big plans for the brand, however, #27 Mad Greens
including the goal of operating 600 units Mad Greens has been on the cutting edge
Changers” within its communities who
producing $1.5 billion in annual sales by of the better-for-you category for the past
enrich, protect or save lives by offering
the end of 2020. five years, almost doubling in size in 2016
them free dining events. This includes first
Along with serving quality chicken from 15 to 27 restaurants and opening in
responders, firefighters/EMTs, police and
finger meals, the chain is known for its two new markets: Austin, Texas; and Salt
active duty military.
commitment to community involvement Lake City, Utah. The chain focuses on
high-quality ingredients, scratch kitchens,
— it has an entire website dedicated to
freshly prepared fruits and vegetables,
organizing charitable causes. The chain is
salad dressings, marinades and all meats
#25 Fazoli’s gearing up to help host the second annual
Fried Chicken Festival, which will take up
and proteins grilled fresh daily.
Growth was the theme of 2016 for 520,000 square feet of space and host Another Mad Greens focus is speed
Fazoli’s. It signed 11 franchise agreements of service. It strives to get customers
2017 14Top 76 Brands
Chi’Lantro opened two locations in 2016,
through the line in 30 seconds and The technology also is being introduced to
along with an additional opening in early
relies on technology to meet that goal. numerous Chipotle suppliers.
January 2017, marking the fifth location
Digital menu displays, for example, “In late 2015, I made a promise to all of overall. In addition to its expansion, the
help guests quickly choose their orders our customers that we would become an brand saw same-store sales increase by
and also keep them updated on all the industry leader in food safety,” said Steve 25 percent from 2015 to 2016.
happenings at Mad Greens from vendor Ells, founder, chairman and co-CEO of
highlights to team member photos. To In April 2016, Chi’Lantro made the move
Chipotle. “In keeping with that promise,
make an already quick experience even to go completely cashless in all locations
we’ve made advancements that have
quicker, the chain recently opened its first after observing that most transactions are
reinvented the way we manage our entire
unit with a drive-thru. made by card and also in consideration
supply chain and care for our customers in
of safeguarding against theft and other
Other technologies Mad Greens uses our restaurants, while remaining true to our
safety issues.
to offer speedy and accurate service commitment to serve fresh, delicious food
include catering software; Brink POS’s made from ingredients raised with care.”
online ordering platform to allow guests Although sales haven’t bounced back
to order from their mobile devices, skip — comparable restaurant sales in 2016
the line and pick up at the register; and decreased 20.4 percent — the chain is #30 sweetgreen
PlayerLync, which incorporates iPads gearing up for a comeback. Although sweetgreen was one of the first
for training and streamlining recipes and fast casual bands to launch a mobile
“Returning to our roots of what originally
operational procedures.
made Chipotle great has helped refocus app, it kicked off 2016 with an upgraded
The chain, which has 31 units, is on all of our strategies toward the guest version featuring seamless integration and
track to open 12 to 14 units by the end of experience,” Ells said. single sign-on for mobile ordering, mobile
the year. payment and a rewards program.
The chain will succeed, he said, by
continuing to simplify and improve “When we started sweetgreen, it was all
restaurant operations, use creative about bridging the gap between healthy
marketing to rebuild the brand and further eating and convenience,” sweetgreen co-
#28 Chipotle the rollout of digital sales efforts. founder Jonathan Neman said. “This new
While Chipotle has seen better years app brings us one step closer by reducing
— after dealing with reports of E. coli wait times.”
outbreaks and a drug scandal involving The app focuses on innovation,
its chief development officer — it has #29 Chi’Lantro sustainability and impact. Online ordering
increased 80 percent in one year, and the
become a mover and a shaker when it
Although Chi’Lantro opened seven years
comes to food safety. system increased accuracy and flow of
ago as a food truck with one employee,
the ordering process. The loyalty program
Choosing to learn from its food-safety the Austin, Texas-based brand since has
allows users to earn a $9 credit for every
issues, the heavily brand-damaged grown to five brick-and-mortar locations
$99 they spend. There are three loyalty
Chipotle announced a few months with a full-service catering department
levels — green, gold and black — with
ago that it was installing “breakthrough and a homemade kimchi facility.
different degrees of swag and perks,
technology” throughout its 2,200 stores
Part of that growth stems from founder including sweetlife festival tickets and
that would “literally take pathogen sources
Jae Kim’s 2016 appearance on ABC’s exclusive dinners.
out of the air, off surfaces and out of
“Shark Tank,” when he shared his vision
ice before any food comes into contact Proving again that it’s ready to take
of inspiring the way people eat and think
with any of those three potential sources risks to improve operations, the 64-unit
about Korean barbecue. That appearance
of contamination in its restaurants,” brand recently announced that it is going
also garnered a $600,000 investment
according to a news release. cashless in states where the option is legal.
from Barbara Corcoran, a business expert
and one of the show’s sharks. The benefits of going cash-free are
obvious; the chance of robbery goes
2017 15Top 76 Brands
down, and it also helps with hygiene
issues since employees aren’t handling
Additionally, the company has created
a community marketing program that
#33 Balance
cash and then touching food. provides its franchise owners with the Pan-Asian Grille
tools needed to create strong connections Balance Pan-Asian Grille offers a clean
in the community to further build their and modern Asian-inspired menu that
businesses. This activity has driven strong includes build-a-bowls, customized Asian
#31 Chicken guest loyalty and community outreach in
many markets.
tacos and vegan and gluten-free options.
If that’s not enough to get the tastebuds
Salad Chick excited, it has bubble tea, too.
Since launching in 2008, Chicken Salad Technology is at the forefront in all aspects
Chick has grown from a single-unit of the Ohio-based brand’s day-to-day
takeout restaurant to a 65-unit fast
casual concept with locations across the
#32 Holler & Dash operations. It uses social media marketing
Southeast and 147 in development. Biscuit House with in-store display boards to encourage
user content posts, and the store runs
Founded by Stacy Brown, the company Holler & Dash Biscuit House takes the entirely on iPads with no receipt printers
puts an edgy twist on a Southern classic, humble biscuit and uses it as a platform (except for customer requests).
offering guests a “custom fit” chicken salad for new kinds of flavors and combinations.
Balance relies on a cloud-based POS
experience with more than 12 flavors. It While the Cracker Barrel-backed brand
system with custom data reporting as
also serves gourmet soups, flavorful side strives to deliver high-quality food, it
well as operating software to manage
salads and freshly baked desserts. also is focused on speedy service,
employee productivity, and it has built
blending old-fashioned hospitality with
Over the past three years, the company an online training platform that it keeps
technological innovations for a modern
has reported $90 million in sales, an updated via a training manager and in-
take on Southern traditions.
increase of more than 6,000 percent. house videographer.
Most recently, Chicken Salad Chick Apple iPads, for example, are key to the
The brand recently launched a mobile
ranked 37 on the Inc. 5000 List of brand’s operations. Using the PlayerLync
app via LoyaltyPlant, which acts as a
America’s Fastest-Growing Companies, system, iPads provide an ever-growing
kiosk in customers’ pockets. The custom
making it the fastest-growing franchise library of training materials and restaurant
modules it has planned in the roadmap
brand in the country. standards. If the line is too long at the
will use Bluetooth low energy and
counter, an employee can pick up an
The Auburn-based brand plans to open geofencing to calculate customer flow
iPad and take orders from guests waiting
23 restaurants in 2017, bringing the total and dwell time, as well as enable offering
in line. A technology fan favorite is its
number of locations to 88. It will expand of digital curbside pickup to replace
digital jukebox system, called Rockbot,
its presence throughout Mississippi, drive-thru in future growth.
which allows guests to select the music
Louisiana, Georgia, Florida, Tennessee, being played in the restaurant from their
Texas and Alabama. mobile devices.
While people and technology allow
guests to have a fun experience, the
#34 Bean Sprouts
food consistently proves to be a “mover Bean Sprouts, based in Seattle, is
and shaker” in the fast casual industry. dedicated to giving kids and families a
Culinary director Brandon Frohne places a playful eating experience. Designed with
premium on partnering with small, artisan young visitors in mind, the menu includes
vendors to develop sophisticated dishes Crocamole and Flutter Bites. The menu is
at each location. set up on a low counter, empowering kids
Photo: Chicken Salad Chick
2017 16Top 76 Brands
Perhaps the greatest menu innovation in
2016, however, was the chain’s offering
of five new street tacos. To coincide with
the launch of the tacos, Cal Tort rolled out
an online ordering platform with OLO to
provide a better, more streamlined online
ordering experience for guests.
Photo: Bean Sprouts
Photo: Starbird
to make their own healthy choices. Adults Upon their arrival, guests hit “I’m here” on
also have a variety of choices, including the app and their food is delivered within
organic coffee and sustainable foods #36 The Halal five minutes to the table or a numbered
served in compostable packaging.
The six-unit chain, which will double
Guys parking spot in the lot.
Having grown from a street cart traveling Starbird, launched by Aaron Noveshen,
its locations in 2017, also has plenty
from midtown to Manhattan just a couple will open three units by the end of 2017.
of choices for people with dietary
years ago, The Halal Guys is now an “Our lives and our expectations have
challenges, adhering to strict “always” and
international restaurant brand with more changed dramatically since the advent
“never” ingredient guidelines.
than 350 locations either open or in of the original drive-thru,” Noveshen said.
In an effort to bring its kid-friendly development. “With Starbird, we’re adapting to the new
menus to families across the country,
The brand, best known for its platter of needs of our tech-savvy and culinary-
Bean Sprouts has entered into concept
chicken and gyro meat with rice, opened conscious community. We’re changing the
licensing agreements with several
21 new units in 2016, and is looking to traditional fast-food landscape with new
partners, including Service Systems
innovate technology in 2017. expectations, new standards and new
Associates and Palace Entertainment
ideals for quick-service dining.”
to open in zoos, amusement parks and The creation of a mobile app and mobile
water parks. ordering are in the works, which will build
on the success of the loyalty program
called The Halal Guys Rewards that
began late last year. In the last seven #38 Rockfire Grill
#35 California weeks of the year, more than 17,000
guests joined the loyalty program and
Rockfire Grill has had a great year.
Named one of Yelp’s Top 100 places
Tortilla conducted nearly 50,000 rewards to eat, the burger brand also won the
California Tortilla focused on improving transactions. Perfect Pitch contest at last year’s Fast
operations in 2016. The brand’s loyalty Casual Executive Summit. During last
mobile app, for example, made it year’s annual hour-long session, three
easier for customers to locate nearby relatively new restaurant entrepreneurs
restaurants, earn and redeem loyalty #37 Starbird took the stage to make their best five-
points, find their account balances and minute “pitch.” Rockfire’s father-and-son
Starbird, which centers around chicken
place online orders at their favorite Cal team of Raj and Neil Syal won over the
from a California organic, free-range
Tort locations. In May, it launched an crowd, however.
chicken farm called Petaluma, relies solely
instant-win promotion, giving guests 10
on technology for ordering. Its mobile “Nothing compares to hot, fresh bread
points when they downloaded the app.
ordering app ditches the often-hated right out of the oven,” the elder Syal told
The brand saw more than a 100 percent
drive-thru line, allowing customers to the audience. “In India, we have a term
increase in app downloads, and average
place their orders whenever and wherever for this that means ‘hot and fresh, straight
monthly check-ins more than doubled.
they choose via smartphones or tablets. from the fire.’”
2017 17Top 76 Brands
Built around the idea that fresh-baked its partnership with Children’s Hunger crafted from fresh ingredients celebrating
bread straight out of the oven is hard Fund in 2016, raising $341,380 last year, pioneers in rock history.
to beat, the 2-year-old brand has two which resulted in providing 1.37 million With nearly 700 total units, 65 of which
locations — Mission Viejo and Santa Ana, meals to children in need. opened in 2016, Moe’s plans to continue
California — but already is planning for
in 2017 with a brisk pace of expansion
two more California locations.
— into mature markets to strengthen its
Rockfire recently added craft beers on tap. competitive advantage, and into emerging
“It’s a great addition to our business markets to improve density — and will
model, and all future locations will introduce the brand to select new markets.
be designed to have a gastropub
environment with an open kitchen floor
plan as we had discussed in the Perfect
Pitch presentation,” Raj Syal said.
Photo: Moe's Southwest Grill
#41 Naf Naf Grill
Naf Naf Grill is on a mission to share
#40 Moe’s fresh Middle Eastern food with the nation
through a fast casual setting. Taking the
#39 la Madeleine Southwest Grill Midwest and East Coast by storm, it has
La Madeleine has been committed Moe’s Southwest Grill continues to be a built a loyal fan base via cutting-edge
for more than 30 years to menu leader in providing a more engaging and technology. Its secret weapon: training its
innovation in the fast casual French personal customer experience. In June team members to become the brand’s
bakery-café segment. 2016, Moe’s Southwest Grill was named biggest ambassadors.
the Best Mexican Fast Casual Restaurant The brand’s culture is centered around the
Its made-from-scratch breakfast menu
Brand by the 2016 Harris Poll, showing idea of Naf Love, a term used to describe
expanded in 2016 with the introduction
the largest equity increase (13 percent) the love and passion employees pour
of customizable breakfast crepes and
among all restaurants measured. into the food and commitment to making
a new mimosa experience. Additionally,
the brand introduced a take-and-bake Known for its out-of-the-box digital guests happy. Naf Naf’s design allows
country French brunch for the 2016 strategy, the brand last year launched guests to experience Middle Eastern
holiday season and launched a loyalty app a virtual Thanksgiving on Facebook cuisine on their own terms and in an
with mobile pay, order-ahead and digital Live, augmented reality-enabled art in open environment.
gift card features. restaurants and participated in the Burrito The centerpiece of every Naf Naf Grill is
Man-nequin Challenge. It also received a its open kitchen and bakery. Guests are
From a brand growth perspective, la
ton of press after creating the “Rebound able to watch chefs bake fresh pitas and
Madeleine has seen continued sales
Burrito” campaign in February 2016. On prepare the shawarmas spinning over
growth for six consecutive years and
the day before Chipotle closed for food- an open flame. In addition to preparing
is poised for significant development
safety training, the campaign launched all of the food in full view, team members
through corporate and franchising
a New York media tour, a full-page ad in assemble guests’ bowls and pita
expansion in 2017. It has announced an
USA Today and targeted outreach to key sandwiches directly in front of them.
extensive franchise growth initiative to
media touting that, although Chipotle was
increase its U.S. presence by more than In 2017, Naf Naf will open 12 units
closed, Moe’s was open all day long and
50 cafés in the next few years. and expand into several markets,
offering a BOGO deal.
Also, its focus on community is stronger including Ohio.
Other highlights of 2016 included the
than ever. With its mission to help end
rollout of the brand’s Rockin’ Rewards
childhood hunger, la Madeleine continued
loyalty app with an online-ordering feature
and a store redesign featuring artwork
2017 18You can also read
