02/03/2005 07:57:00 PM 
The consumer has been attracted to these offerings because they provide a relevant alternative to traditional restaurant chains and fast food.
In essence, they provide ambience, healthier food and a degree of value.
However, there is also an element of discovery about these new environments. They often bring something innovative to the party. Usually, it's that innovative edge that anchors the brand and serves as the foundation for the idea:
chipotle- the fresh burrito
cosi- flat bread
panera- fresh baked artisan bread
In most cases, these ideas look like and feel like the endeavor of a few passionate individuals. The expansion of these brands involves taking this passion and expanding it geographically. Done right, it allows consumers to share in a new eating experience, with success dependant on the brand maintaining its core integrity.
Therefore, it doesn't seem like you could manufacture a true fast casual concept. However, the Retail Brand Group have done precisely that by creating fast casual concepts that include an Italian sandwich chain named, Pandini's, Jazzman's Coffee house and Mein Bowl, a noodle restaurant.
The genius of the idea, is that RGB isn't looking to introduce the concepts to Manhattan, but to find environments where there are few alternatives and hence, little competition, like college campuses and healthcare locations.
Marketers are often so concerned with being first to market with an idea or finding the next new thing, when there are often good opportunities for followers. RGB prove the worthy role of mainstreamer: a company or brand that sees the opportunity at the right time to take an existing idea to a broader audience.
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