2014

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

Who smashed it this year?

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2014
Top 100: Fast casuals
are growing up

Publisher
Kathy Doyle
executive vice president and publisher,
Networld Media Group
kathyd@networldmediagroup.com
Editor
Cherryh Butler
cherryhb@fastcasual.com
Editor at large
Joseph Grove
joseph.grove@orchardcontent.com
Contributor
Christen Everett
Top 100 panel
Cherryh Butler
Senior editor of FastCasual.com
Darren Tristano
EVP of Technomic
Nate Riggs
President of NR Media Group
Rob D'orsi
Executive corporate chef at Food IQ

The Fast Casual Top 100 Movers & Shakers is about more than
how much revenue a restaurant can make in a year. Otherwise,
the list would be all about math. Although profits certainly are
taken into consideration, compiling this list takes a bit more
finesse than just hammering out numbers.
Our methodology allowed our readers to nominate the brands
over a six-week process, an egalitarian approach that often allows smaller yet innovative
brands, to make the cut. From there, a panel of judges narrowed them down after
many discussions and some debating.
The competition, in its ninth year, was fiercer than ever, as we had nearly 900 nominations
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;
Nate Riggs, president of NR Media Group; Rob Dorsi, executive corporate chef at Food
IQ; and Joni Doolin, CEO and founder of People Report.
We applied multiple criteria against the nominees, including innovation, unit and revenue
growth, use of technology and social media, branding and marketing and overall
contribution to the industry.
This years Top 100 also recognized the industrys 25 most influential people, the years
top 10 technologies and menu trends and the five most interesting marketing campaigns.
As always, its an honor to present this years Fast Casual Top 100 Movers & Shakers.
Thanks for reading.
Cherryh Butler
Senior editor
FastCasual.com

Table of Contents

Joni Doolin
CEO and founder of People Report
The 2014 Fast Casual Top 100 Movers &
Shakers. 2014 Networld Media Group LLC.
13100 Eastpoint Park Blvd., Louisville, KY 40223.
(502) 241-7545. All rights reserved. No part of
this publication may be reproduced without
the express written approval of the publisher.
Viewpoints of the columnists and editors are
their own and do not necessarily represent the
viewpoints of the publisher.

4 Top 50 restaurants
20 Top 5 marketing campaigns
22 Top 10 menu trends
25 Top 10 technologies
29 Top 25 people

3

2014

Smashburger
Last year: No. 18

Recognized as one of the first to take on the better-burger concept, Smashburger is No. 1 on this years Top 100 list. With more
than 250 restaurants worldwide and plans to open another 70 to
80 units by the end of 2014, the Denver-based chain is obviously
a smashing success. In fact, it recently ranked No. 6 on Forbes
third annual Americas Most Promising Companies list, which recognizes the top 100 privately held, high-growth companies with
compelling business models and strong management teams, as
well as notable customers and investors.
The chain, founded in 2007, named a new CEO in November 2013,
a move that sometimes can halt a companys growth. Smashburger, however, still is going strong with Scott Crane at the helm.
Hes no stranger to the brand, having led its operations for the last
six years as president. The former Pizza Hut and Taco Bell exec
is looking to grow the company in his new role, seeking domestic
and international franchise partners throughout a variety of markets, including Chicago, Miami, Seattle and Canada.

menu offerings, including its burger and craft beer pairing. That
item has the chain partnering with local craft breweries to pair local
brews with select burgers.
The brand continues to be on trend for what todays foodies are
seeking, said founder Tom Ryan.
Smashburgers modern, premium approach to Americas favorite
food resonates with consumers on multiple fronts, he said. From
our juicy and delicious Certified Angus Beef Smashburgers, rosemary-and-garlic-seasoned Smashfries, chicken sandwiches and
salads, and Hagen-Dazs shakes to our fast, friendly service and
modern decor, Smashburger represents the burger restaurant for
the next generation of burger lovers.

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

2014

Chipotle
Last year: No. 5

With more than 1,600 units, theres no doubt that

Chipotle is one of the most recognized fast casual
brands in the world, but that doesnt stop the company
from continuing to spread its gospel of fresh ingredients and
sustainable practices.
It recently made history when it debuted its original comedy
series, Farmed and Dangerous, on Hulu and Hulu Plus. The four
webisodes provide a satirical look at the lengths the agriculture
industry goes to manage perceptions about its practices.
Our goal in making the show was to engage people through
entertainment and make them more curious about their food and
where it comes from, said Mark Crumpacker, chief marketing
and development officer at Chipotle and an executive producer
of the show. Its not a show about Chipotle, but rather integrates
the values that are at the heart of our business. The more people
know about how food is raised, the more likely they will be to
choose food made from better ingredients like the food we
serve at Chipotle.
The brand also got a lot of attention in September 2013, when
it released The Scarecrow, an arcade-style adventure game

Fazoli's
Last year: No. 1

for iPhone, iPad and iPod touch.

Players fly through the fictional
city of Plenty to transport confined
animals to open pastures, fill fields
with diverse crops at Scarecrow Farms
and serve wholesome food to the citizens of Plenty.
Chipotles commitment to unbranded marketing helps it
resonate with consumers, said Danielle Winslow, who works in
public relations and marketing for the chain. For example, both
Farmed and Dangerous and The Scarecrow are meant to
drive awareness about modern food production and industrial
agriculture in an engaging way.
Our use of unbranded content is a proven and impactful way to
tell the companys food culture story, and this format allows the
subject matter, issues and information about industrial agriculture
to stand front and center, she said. We hope that the more we
engage people, the more curious they will be about where their
food comes from and the more inclined they will be to choose a
restaurant like Chipotle.

For the last few years, Fazolis 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
chain now has about 220 units in 27 states, CEO Carl Howard wants those numbers
to grow. In fact, 2014 will see a total of 14 new units, which include three locations
of the brands new fast casual concept called Venti Tre.
The success of the brand, which got its start as a QSR more than 25 years ago, has
stemmed from its revamped menu and look, which repositioned it as a fast casual
brand. Expanding beyond its usual spaghetti, lasagna and fettuccine alfredo
offerings, the menu now includes oven-baked pasta entres, 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 Fazolis has rebranded itself as a fast casual brand, its not ready to forget its origins. In
fact, the chain is embracing them by expanding into nontraditional locations. While Howard still is opening
traditional units, plans are underway for six franchises to open inside retail centers anchored by fueling
stations this year, and the chain also is opening an 800-square-foot unit inside a Colorado convenience
store. Another unit soon will open in the student union of Texas Tech University, proving that the brand can
thrive as both a fast casual and a QSR.

2014

Freebirds World Burrito

Last year: No. 3

When it comes to fast casual Mexican fare,

Freebirds100 locations may seem small compared with
some competitors, but the chain is growing. In 2013, it opened 12
locations and will open seven more by the end of 2014. In a move
toward pushing growth, its parent company, Tavistock, recently
hired former Chipotle exec Bobby Shaw as its SVP of operations.
Shaw spent the last decade with Chipotle during its explosive
growth, which Freebirds executives predict will come in handy.

growth, said Keith Davis, CFO.

Despite Freebirds goal of increasing profits and accelerating
growth, count on it remaining true to the free-spirit, rock n roll
attitude its founders ex-hippies had in mind. From piercings
to tats, employees are free to look how they please, while giving
guests the freedom to eat whatever they want even if that
desire ends up being a seven-pound Monster Burrito.

His experience and hands-on management is just the kind of

leadership we need to optimize our operations and accelerate

Burger 21
Last year: No. 22

Burger 21, owned by Front Burner Brands, which also operates The Melting
Pot franchise, has been building on its momentum since opening three years
ago. By the end of 2013, it had signed eight new franchise agreements and
opened another 14 locations. In addition, the companys 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.

Luna Grill

Last year: N/A

Opening only two new units in 2013, the San Diegobased Mediterranean brand is now on a growth mission to
become a national chain. The plan is to double its 10 stores to
20 in 2014, and then again by 2016, said Dan Lowe, director of
operations, who joined the brand last year after working several
years for Chipotle.
The chain took a break from expansion plans last year to implement
a new POS system and to focus on a redesign, featuring an open
kitchen that allows guests to walk down the line and watch chefs
prepare their handmade meals, said Enrique Lombrozo, chief
development officer.

We also worked very closely with Micros to design an elaborate,

state-of-the-art POS system with multiple printers and largescreen KDS monitors, he said. The moment an order is entered
into the system, every kitchen workstation and every cook knows
what he needs to do to fill that order. Weve improved efficiency
and reduced ticket times.
Now that operations are streamlined, the company is ready to
expand. Four new stores are set to open within the next four
months in California, but the brand isnt focusing only there. Lowe
has developed a multistore management system that includes
opening in Texas. Dallas/Fort Worth soon will be home to a cluster
of Luna Grills, with
the first opening
this summer in
Flower Mound.

2014

Modmarket
Last year: N/A

Modmarkets commitment to sustainability and healthful, creative meals landed it on

this years 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 its sourced. Gluten-free and
half-size portions also are available.

Zos Kitchen
Last year: No. 10

When it comes to embracing new menu trends, Zos Kitchen isnt afraid to be the industrys 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 arent the only place where innovation is key at Zos; 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-tomake, 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 Zos most notable campaigns of the year, however, was its Zo
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, Zos
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 Zos guests.

2014

McAlisters Deli
Last year: No. 2

Since it was founded in 1989, McAlisters 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 its 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.

10

Firehouse Subs
Last year: No. 4

Firehouse Subs had a record year in 2013: It opened 155 new restaurants, added 111
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 Washington.
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.

11

Garbanzo Mediterranean Grill

Last year: No. 15

The Mediterranean fast casual concept is not

only growing its footprint by opening new units,
its also expanding its presence by going digital
with business operations. The chain, which has 19
company-owned units and nine franchises, plans to have
40 units open by the end of the year, 75 by 2015 and 120 by
2016, said Alon Mor, Garbanzo founder, president and CEO.
To pull off those numbers, Mor knew it was time to invest in
upgrading not only the companys catering channel but also
its mobile offerings.
Utilizing some of the latest technology plays a large part
in how Garbanzo stays ahead of the industry curve, said
Mor, who recently partnered with MonkeyMedia Software

to launch a digital catering platform to handle everything from

operations and sales to improving customer experience and staff
development.
We are very excited about these new applications as they allow us to
electronically store our sales database, move orders easily between
locations and fully integrate our online ordering sales backend and
guest frontend, Mor said. Our goal is to have 80 percent of catering
come from online ordering in the next few years.
Garbanzos April rollout of LevelUp, a mobile payments and loyalty
platform solution, is another way its taking business operations to
the next level.
Guests can pay, receive instant digital receipts and unlock loyalty
rewards all from their smartphones, Mor said.

2014
MOOYAH Burgers,
12

Fries and Shakes
Last year: No. 8

Although MOOYAH opened 16 new units in

2013, thats nothing compared to its goal of
launching 40 by the end of this year. CEO
Rich Hicks said the chains 2013 success
was due in part to a passionate and ambitious team of multi-unit franchisees. And
hes not done looking for new recruits.
In order to continue propelling our brand
forward throughout 2014, we are looking
for prospective operators that possess the
experience and enthusiasm necessary for
long-term growth with MOOYAH, he said.
Proving itself to be a Mover and Shaker,
MOOYAHs goal for 2014 is to achieve domestic and international growth, whether
developing in existing markets with high
demand or introducing the MOOYAH experience to new territories, said Michael
Mabry, vice president of franchise development and operations.
This twofold strategy, coupled with an exceptional product, will allow MOOYAH to
truly assert ourselves as the leader in the
competitive burger segment, he said.
The nearly 60-unit brand has plans to continue its sustained expansion, already predicting that the brand will add more than
1,000 jobs to local communities through its
restaurant openings in 2014.

13

Pie Five Pizza Company

Last year: No. 40

While pizza as a fast casual concept is still

new, the team behind Pie Five seems to
have worked out a winning strategy. CEO
Randy Gier, who is also CEO of parent company Pizza Inn, runs the 3-year-old chain
and has grown it to 19 units with plans to
develop 150 over the next five years.
To hit that number, Gier knows he has to
help create a demand for the product,
which is why the chain recently launched its
first TV campaign, starring a couple of Dallas sports stars. The spots, which included
hockey legend Mike Modano and Texas
pitcher Derek Holland chatting about their
favorite Pie Five creations, ran this spring
during prime time on AMC, Comedy Central, Fox Sports Southwest, Discovery, FX,
TBS and TNT.
All of us at Pie Five are big fans of both
local stars, and we were happy to know
theyre fans of our pizza, too, Gier said.
Although the publicly traded company is
looking to expand quickly, Gier is a stickler
when it comes to franchisee selection.
We are very discriminating in selection of
franchisees only those with significant
capital and successful restaurant operating
backgrounds, he said.

14 Rubio's

Last year: No. 41

With a passion for protecting the ocean and

offering high-quality seafood for its famous
fish tacos, Rubios has grown to nearly 200
restaurants across the West Coast since its
inception in 1983.
Without the ocean, there would be no fish.
Without fish, there would be no Rubios.
This is why were so passionate about
serving sustainable seafood, said Rubios
Co-Founder Ralph Rubio.

Rubio is so passionate about the ocean that

he and his ad agency, barrettSF, recently
launched an extension to the chains ad
campaign To The Ocean. The new element is a commercial linking the ocean to
Rubios use of fresh ingredients and grilled
seafood sourced sustainably when possible.
In addition to promoting sustainable seafood, Rubios is an active participant in
World Oceans Day, an annual event dedicated to celebrating and educating the
public on the protection of the worlds
oceans, and also hosts CoastFest, an annual beach cleanup and party in San Diego.
The ocean is an incredible resource. It provides much of our food, and also serves as
inspiration for our coastal menu, as well as
the ambience of our restaurants, Rubio said.

15 PizzaRev

Last year: N/A

L.A.-based PizzaRev is revving up for a

year of growth. The eight-unit chain will
open four units by the end of the year,
and Co-CEO Irv Zuckerman projects that
number to be in the hundreds in the next
five years.
The chain plans to meet its growth goal via
franchising and corporately owned stores,
said Zuckerman, who said the 2-year-old
chain launched its franchising program last
year, naming Buffalo Wild Wings Inc. its first
partner. The franchise relationship is not
typical, however, considering BWW also
holds a stake in the pizza chain.
BWW brings a variety of positive items, including history, credibility, connections and
economies of scale, which all add to our
positioning and growth potential, Zuckerman said. Since BWW has successfully navigated the franchise and corporate
store model, we can take full advantage
and separate ourselves from some without
that wealth of experience.

2014
Zuckerman believes that customers will
see the same potential that BWW saw
with the chains complete customized
craft-your-own model that not only gives
customers control over pizza toppings but
also allows them to select their sauces
and beverage choices via the Rev it Up
condiment and sauce center and Freestyle Coca-Cola machines.
We are one of the few to add kids meals
to broaden the family appeal, especially in
dense neighborhood locations. In the end,
we are proud to offer a complete service
model for our guests, partners and franchise partners, Zuckerman said.

16 Blaze Fast-Fire'd Pizza

Last year: No. 19

Pizza is a hot ticket in fast casual these

days, and Blaze Fast-Fired Pizza is heating up, said Jim Mizes, president and
COO. The chain started in 2014, with
12 units but expects to finish the year
with nearly 50, a feat Mizes says will
require innovation.
We are building a unique and special
brand that targets millennials and connects

with many others, offering quality fast-fired

pizza in a comfortable, hip, urban environment at an affordable price for lunch and
dinner. We see as much business during
the lunch daypart as we see at night and
even for late night.
Staying busy during the lunch daypart
sometimes can be a challenge for pizza
chains that often cannot accommodate
customers stopping in for quick lunch
breaks, but Mizes said the chains dedication to scalability has solved that problem.
It took a lot of work up front to create restaurants that are this smooth to operate,
while delivering an exceptional product
over and over again, he said. Basically,
were selling a $15 pizza for just over $7.
We spent a lot of time sweating the small
stuff up front, in terms of our recipes, our
operations and our store design.
From restaurant No.1, Mizes said his team
knew it was embarking on something big.
So from the beginning, we were focused
on finding ways to scale the concept while
consistently delivering excellence in our execution, he said.

17

Freshii
Last year: No. 6
Freshii is used to making headlines, whether
they feature info about the chains growth or
Founder Matthew Corrins unique business
practices. The Canada-based chain, which
opened in 2005, has 100 open stores and
60 more in construction across 40 cities in
eight countries. The brands recent press
including Corrins appearance on the
CBS TV series Undercover Boss, along
with features on The Food Network and in
Fortune Magazine is continuing to attract new franchise partners.
One of those partners is Raddah Investments, which recently signed a deal to
open 20 units throughout Saudi Arabia.
Two Freshiis already are open in Dubai.
The day I opened the first Freshii location
at age 23 was the first day I ever worked in
the restaurant industry, Corrin said. Weve
worked hard as a team to create a compelling business model for the franchise industry and an innovative brand for our customers. As each year passes we continue to
attract best-in-class partners, who divide
and conquer in our quest to bring healthy
fast food to the masses.

Blazing Onion
18 Burger
Company

Last year: No. 20

Blazing Onion

Since launching the first Blazing Onion Burger Company with his wife, Lorri,
in 2007, CEO David Jones has been on
the forefront of technology. Each of the
brands six locations is outfitted with selfservice 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 deliver food to tables. Next up is guest-initiated
ordering via iPads, which will be secured
to each table at every restaurant by the
end of the year.

10

2014
Technology aside, Jones next goal is franchising; he opened his first franchised location 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.

19 Burgerfi

Last year: N/A

While most fast casual burger joints still

are fighting to be king of the better-burger
segment, Burgerfi doesnt want the title.
Instead, the 50-unit, Florida-based chain
claims to have picked up where better
burger companies left off, offering allnatural Angus beef, free of antibiotics and
hormones. The menu also features specialty items, including Kobe beef hot dogs,
gourmet toppings, desserts, craft beer
and wine.
Burgerfi isnt just strict with its dedication to
healthy food practices; its also committed
to the environment. Every unit is built according to environmentally sustainable best
practices, featuring earth-friendly elements,
including chairs made from recycled Coke
bottles, tables made out of compressed
recycled wood and large fans that use
66 percent less electricity. The chain also
boasts a low carbon footprint and maintains strict recycling programs for oil, cardboard, bottles and cans.
Simply put, sustainability is important to
us because we want to be a good neighbor, preserve resources for future generations and best of all we dont have to give
up quality in our food, or the aesthetics
to do it, said Josh Lorence, COO. Why
waste anything if you dont have to? The
more businesses that follow sustainable
practices, the more consumers will be educated about it and hopefully carry forward
the same practices in their everyday lives.

Cowboy Chicken

20 Sweetgreen

Last year: N/A

Its not every day that GQ Magazine features restaurant execs, but thats business
as usual for the founders of sweetgreen,
Nate Ru, Jonathan Neman and Nick Jammet. The trio, which in 2007 founded the
fast casual chain offering healthy and sustainable food options, told GQ about how
they launched the concept while attending
Georgetown University in Washington, D.C.
Their target market was customers seeking a healthy lifestyle, and they combined
their passion for design, music and sustainability to create a fast casual concept that
serves salads and wraps made from locally
sourced and organic ingredients.
If that wasnt innovative enough, they again
combined their passions and launched the
Sweetlife Festival, an annual event honoring flavorful music, wholesome food
and thoughtful living. This years concert
wrapped May 10 and featured a variety
of popular and up-and-coming artists, including Bastille, Lana Del Ray, Foster the
People and 2 Chainz.
With 22 units currently operating and six
more confirmed to open by the end of the
year, its no doubt that these friends are living a pretty sweet life.

21 Cowboy Chicken

Last year: No. 25

Not bucking tradition is how Dallas-based

Cowboy Chicken has thrived over its 30year history, said the brands president,
Sean Kennedy.
We are so set in our ways, and proud of
our heritage, that we are still cooking with
wood, he said about the chains signature
way of perfecting its chicken, which is always all natural and hormone free.
Although the chain opened in 1981, it didnt
start growing until 2003, when Kennedy
and his partner, Gillian Menter, purchased
the single-location brand. The duo since
has expanded the brand to nine locations
and recently signed three new development agreements for five stores each. More
deals are coming, Kennedy said.
We learned the brand, expanded themenu,
enhanced systems and built our first new
prototype store in late 2004, he said.
Kennedy opened a third corporate unit in
2008 and began franchising in 2009, opening two franchises in 2010, one each in
2011 and 2012 and one franchise and a
corporate store last year.

11

2014
I think growth happens in stages, Kennedy said. The first stage is slow and steady.
It takes time to build a business with a good
reputation, a great story and solid financial
performance.

22 MAD Greens

Last year: N/A

For a relatively small chain, the 11-unit,

Colorado-based brand specializing in seasonal salads and sandwiches is doing big
things. The 10-year-old concept not only
has its own mobile app that allows customers to pay via smartphones, it also
has a nutrition and allergy calculator on
its website. Both help the chain meet its
goals of offering healthy, fresh choices in a
speedy environment.
We believe that our unwavering commitment to sourcing as many local products
as possible has always been at the front
of the fast casual space, said Dan Long,
president and co-founder. For a concept
like ours for whom a large part of the value proposition is based on serving superfresh, high-quality ingredients, what better
way to ensure that this happens?
Last year the chain took that commitment
one step farther and created its own farm
in partnership with Golden, Colo.-based
Agriburbia.
We source a majority of our kale, tomatoes and cucumbers and some other
things from our farm for a good part of the
summer and fall, Long said. We intend to
not only continue this commitment but to
increase it as we grow.
MAD Greens expects to have about 14
units open by the end of the year and hopes
to add 50 units over the next five years.

23

Wildflower Bread

Company
Last year: No. 11

Less is more at Wildflower Bread Company, which never adds preservatives or

additives to its fresh-baked bread. The
baking technique is an art form, said CEO
Louis Basile, which is why it takes 16 to 24
hours for the bread to rise. And choice is
key at Wildflower; although it offers a variety of standard choices such as bagels
and rolls, it also has more unique selections, including Caraway Rye, Ciabatta,
French Baguette, Friday Challah, Herb,
Honey Oat, Levain, Nine Grain and Pasilla
Chili Rye.
Besides being known for its bread selection, the Arizona-based chain, which serves
sandwiches, salads, soups and breakfast,
also earns attention for its dedication to
helping its community with the annual Wildflower Cares Campaign. Each fall, it raises
money with its customers to benefit three
charities: Share Our Strength, Susan G.
Komen for the Cure and Communities. This
year, the goal is to raise $45,000.

24 Giraffas

Last year: No. 13

Brazilian and Latin American flavors unite

at this Brazilian-born concept that entered
the U.S. market in 2011. The concept offers healthful choices for family-style cuisine, serving Pichana, a special cut of
meat giving steaks and burgers a more flavorful and delicious taste, said CEO Joao
Babosa. The concept operates 410 units
in Brazil and nine in the U.S. He plans to
have 14 American locations by the end of
the year, and 200 by 2020.
Giraffas comes to the market offering a different cuisine from the traditional most pop-

ularstyles in the U.S., Babosa said. We try

to bring some of the Brazilian experience like
the music, the vibe, being casual, colorful
and happy. We do a blend between Brazilian food and the food Americans are used
to eating like steaks and burgers. We add
our Brazilian twist to the overall experience.
Although U.S. Giraffas units are only in
south Florida, that will change by 2015,
said Barbosa. Plans are to open soon in
Washington, D.C, New York, Boston and
Philadelphia. Babosa's goal is to be present across all of North America within the
next few years.

25 Giradino

Last year: N/A

Florida-based Giradino doesnt just sell

salads, said CEO Kenny Lugo. The concept is built around what he calls nutritional empowerment.
Our gardener chefs serve the widest variety of premium ingredients we offer the
highest number of salad combinations from
any other concept, Lugo said. This wide
variety of offerings allows us to empower our
guests to make the choices that are suitable
for their levels of health and lifestyles.
Gardener chefs also receive a massive
amount of training, Lugo said, which allows
them to guide guests during the process of
building their perfect meals.
The chain, which has eight locations, expects to open two or three by the end of the
year and hopes to add five more in 2015.
Were focusing on healthy growth, not fast
growth, throughout Florida and the Southeast, Lugo said.

12

2014
One thing that should help fuel that growth
is that the concept offers franchisees one
of the lowest capital costs of entry in the industry, said the former firefighter. He and his
wife, a former teacher, launched the business 10 years ago with dreams of making it
accessible to other potential entrepreneurs
who want to grow with the company.

26 Blue Lemon

Last year: N/A

Utah-based Blue Lemons motto is pure

clean food, with a twist, which means it
takes fast casual to its finest, said CEO
Aaron Day.
The food quality, fresh ingredients, unique
flavor combinations and gourmet plating sets Blue Lemon apart from the rest,
he said. Nobody does fast casual quite
like us. Our refined, blended service style
provides the table touches and qualityof
a full-service restaurant, yet allows for the
speed that would rival some fast-food
establishments.
The four-unit concept specializing in artisan sandwiches, salads and bakery items
made from local sources will open another
location this year but is positioning itself
for rapid growth in the West over the next
few years.
Our goal is to open seven to 10 unitsin
the next three years, Day said.

27 Pizza Joint

Uncle Maddio's

Last year: N/A

Led by a founder of Moes Southwest Grill,

Uncle Maddios Pizza Joint hit the fast casual scene five years ago and since has
opened 18 units in six states. Still thriving, it saw 214 percent growth in 2013,
has 165 more units in development and
will open 35 units by the end of 2014, said
CEO Matt Andrew.
The secret to the chains popularity is its variety of choices, said Andrew, who boasts
that more than 5 million pizza combinations
are available, allowing guests to specify
their exact pizza preferences in six minutes.
Its franchising success comes from being able to attract multi-unit franchise operators, including current and former operators of high-profile chains such as Moes
Southwest Grill, Papa Johns Pizza, Jimmy
Johns, Arbys, Subway, Burger King, Dairy
Queen, Firehouse Subs, Tin Drum Asia
Cafe, Marble Slab Creamery, Golden Corral, Penn Station Subs, Great Wraps and
Qdoba Mexican Grill, Andrew said.
Additionally, while most pizza places do the
majority of their sales at night, Uncle Maddios earns 53 percent of its sales at lunch
and 47 percent at dinner, setting it apart
from others in this competitive market.
Uncle Maddios understands what our
customers want fresh, fast and affordable, Andrew said. We offer a high-quality gourmet and customizable pizza that is
ready in six minutes.

with its 1,777 bakery-cafs in 45 states

and Canada, operating under the Panera
Bread, Saint Louis Bread Co. or Paradise
Bakery & Cafe names. And the chain isnt
slowing down, according to Mandy Burns,
who said plans call for opening 115 to 125
locations systemwide in 2014.
Part of Paneras success stems from
quickly embracing new food trends. For
example, to better serve customers looking
for an alternative to white flour, the chain
now offers a sprouted-grain bagel made
with rye, spelt and oat groats. Last year, it
launched a hidden menu, featuring foods
full of protein and low processed-carb
items, that customers could order from
only if they previously knew about its existence. Options included a Power Breakfast
Egg White Bowl with Roasted Turkey and a
Power Breakfast Egg Bowl with Steak.
Although menu innovation is key at Panera, its dedication to social responsibility
also keeps customers and employees returning to the cafs. Besides operating a
couple Panera Cares locations, where all
food orders are free and rely on customer
donations, the chain also has several other
programs to help feed the hungry. At the
end of each day, for example, Panera donates all unsold bread and baked goods
to local hunger-relief agencies and charities as part of its local Day-End DoughNation program. Collectively, Panera bakery-cafs donated a retail value of about
$100 million of unsold bread and baked
goods in 2012.

29 Elevation Burger

28

Panera Bread

Last year: No. 29

Theres no question that Panera Bread

is one of the industrys biggest players,

Last year: No. 24

With 34 domestic and 10 international

units, Elevation Burger is gaining quite a
bit of attention for its healthy and environment-friendly practices. In fact, author,
publisher and television personality David

13

2014
Zinczenko mentioned it in his new book,
Eat It to Beat It!, pointing out that the
chain is becoming a leader in the industry
because it offers people the opportunity
to enjoy their favorite foods while cutting
calories by making smarter decisions.
The chain, which plans to open 22 units
by the end of the year and 25 in 2015,
cooks its fries in heart-healthy olive oil and
offers a variety of fresh toppings, including 6-month-aged, unprocessed cheddar cheese, organic bacon, caramelized
onions, mushrooms, hot pepper relish
and balsamic mustard, said Cynthia
Hess, the brands training and human
resources director.
We have vegetarian, vegan, Paleo and
gluten-free options available as well because people told us they want these options, she said.
Theres plenty of space here for growing
brands like Elevation Burger to take market share, said Rick Altizer, the chains
new CEO and former McDonalds executive. Some of the other companies, they
dont necessarily have the same environmental position and organic sourcing
standards that we have, so we do offer a
superior product.

30

Boston Market

Last year: N/A

Although Boston Market has been around

for 25 years, its new design and rebranding have revived it. In fact, the chain
opened its first new location last year in
seven years.
Boston Market [opened] our first new restaurant in seven years now because were
positioned for growth, said Sara Bittorf,
chief brand officer. Weve had almost three

years of positive comp sales, were financially healthy again, and we are ready to start
building restaurants that drive people in to
experience a great Boston Market meal.

for kids today in the fast casual industry;

we designed it from what we as moms
were hoping to find for our kids when dining
out but never could, Payette Seip said.

The brand, which has more than 460 locations, plans to open five new units this
year and has signed a 10-year agreement
with the Army & Air Force Exchange Service to operate licensed locations on military bases around the country.

The chain, which serves sandwiches

shaped like spiders and flowers, salads and
pizzas served on waffles called Wazzles,
has three locations located in kid-friendly
or family destinations, including the Seattle
Center, campus of the Space Needle; the
Bay Area Discovery Museum in the San
Francisco Bay Area and Chabot Space &
Science Center also in the San Francisco
Bay Area.

We want to bring the brand back to its

former glory and bring that emotional connection back to our customers, Bittorf
said. The second task is getting the word
out that Boston Market is back. Were
back and were back in a big way. Were
back with new products; were back with
an enhanced experience. Were open for
business and were inviting people into our
restaurants.

We plan to open an additional 75 company-owned cafs by 2018, primarily at family

destinations similar to the places we are in
now, Payette Seip said.

31 Bean Sprouts

Last year: N/A

While many fast casual chains are offering

more healthy kid options these days, Seattle-based Bean Sprouts has taken it to
another level, focusing its menu and entire
culture on kids and babies, said founders
Shannon Payette Seip and Kelly Parthen.
We are filling a niche few others are right
now by looking at the restaurant experience through the eyes of kids, Payette
Seip said. We have a wholesome and
whimsical menu that focuses on playful
presentation and gets kids moving and involved in the caf with silly activities.
A customer favorite, for example, is the
Bean There, Ate That gong that kids bang
when they try new foods.
Its a dining experience like few others

Wow Bao
Anne Petersen, https://www.flic
kr.com/photos/opacity/

32 Wow Bao

Last year: No. 46

Although Wow Bao has only four brickand-mortar stores, it conducts business
in several nontraditional ways, including
selling its fare at US Cellular Field, where
the Chicago White Sox play; at Camden
Yards, the stadium of the Baltimore Orioles; and at Century Link Field, home to
the Seattle Seahawks. It also operates a
food truck in Chicago and sells some of
its top menu sellers in frozen form in more
than 25 Chicago area grocery stores.

14

2014
Under the direction of Geoff Alexander,
the chain will open three more brick-andmortar locations in the next 12 months and
then three per year for the next five years.
What often sets the chain apart from competitors is its dedication to quickly meeting
customer needs however and whenever
possible, Alexander said. He pointed out
that it can serve 300 people each hour using a variety of technologies, including selfordering kiosks, mobile and online ordering,
mobile gift cards, a mobile loyalty program,
iPad inventory systems and online training.
The chain also offers catering options and
bicycle delivery and even will ship six packs
of Bao overnight to customers not in the
Chicago area.

33 Bruegger's Bagels
Last year: No. 9

While other bakeries are busy trying to

complicate and perfect their recipes,
Brueggers Bagels hasnt changed the
five-ingredient formula of its New Yorkstyle bagels in its 30-year history. And why
should it when customers still are creating such a demand that the 300-unit chain
is on an upswing after three decades?
Already spanning 26 states, Brueggers
plans to open 13 locations this year, 22 in
2015 and another 100 by 2018.
Although the chain hasnt touched its bagel recipe, it has modernized its design
and added new menu items in the last few
months. All new stores, for example, have
open-kitchen designs featuring a visible
bake theater, said Judy Kadylak, director
of marketing.
The open kitchen and plate-glass windows allow guests inside and out to watch
bagels being freshly baked, celebrating our artisan heritage, she said. But

its own mobile app that allows guests to

snap a picture of their receipt and earn
points for every dollar spent. Extra points
are earned when members Share the
Love by inviting friends to download the
app. In addition, the app includes online
ordering functionality that allows guests to
locate their nearest Veggie Grill, browse
the menu and place an order for pickup.
this design element is also very much on
trend industry experts predict by 2020
the division between the front and back of
the house could disappear.
Along with the new physical design, the
chain has updated its logo, point-of-purchase materials and to-go packaging and
is in the process of updating the catering packaging. The menu also is getting
an upgrade, including an espresso bar
staffed by a full-time barista. Other new
offerings include salmon and Hot Smoked
Wild Salmon, appearing in new salads and
breakfast and lunch sandwiches.

34 Veggie Grill

Last year: No. 16

Veggies are all the rage these days, a concept on which Santa Monica, Calif.-based
Veggie Grill is capitalizing. With 23 locations across the state, the chain features
only 100 percent plant-based soups,
salads, burgers, hot sandwiches, bowls,
homestyle plates and desserts.
CEO Greg Dollarhyde and the rest of his
team must be eating their spinach based
on how quickly theyve grown the concept since it opened in 2007 in Irvine, Calif.
By the end of the year, Dollarhyde hopes to
hit 29 units.
Fueling that growth is Dollarhydes focus
on improving customer experience. At
the end of last year, the chain rolled out

35 I Dream of Falafel

Last year: No. 36

With five stores in operation and plans to

add up to three more by 2015, this Chicago-based Mediterranean concept is thriving. In an effort to stay fresh, the chain is
revamping the brand with a new look and
menu this year that includes healthier options, said Co-founder Imran Kasbati.
We felt our brand was lacking brand equity with our current look. We wanted a
refreshed look to the brand, gearing and
educating customers on the health aspect
of the Mediterranean diet, Kasbati said.
We have a funny and whimsical name, so
the challenge is to show that we are serious about what we serve. And I think we
will accomplish that with our new look.
As for the new menu, one of the main
challenges in a create-your-own concept
is to make sure every combination tastes
great, said Kasbati, who pointed out that
the Mediterranean diet is still new to a lot
of customers. Since educating them on
how flavors work together is so important,
the chain recently implemented a chefinspired menu that helps new customers
with the ordering process.
We limited some of the options, yet
broadened our menu with healthier options that enables customers to create a
different meal, Kasbati said.

15

2014
Simply, we have tried not to lose touch
with why people want to eat at Five Guys.

38 Moe's Southwest Grill

Last year: No. 39

Describing growth at Moes 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 Paul Damico, president of Moes.

New menu additions include Organic Chickpeas Quinoa Salad, Greek Yogurt Tzatziki
Salad, organic hummus, organic salads,
cage-free chicken, organic falafels, several
gluten-free options and vegan items.

36

Wingstop

Last year: No. 17

Boasting 10 years of same-store sales

increases, a small footprint and a simple
operating platform, Wingstop has become
a leader in the fast casual industry. The
chain, known for its fresh, cooked-to-order chicken wings and bold flavors, has
more than 620 locations and plans to hit
1,000 by 2017.
The chain, founded in 1994 in Dallas,
has enjoyed some national attention from
one of its more famous franchisees, rapper Rick Ross. In 2009, he namedropped
Wingstop in a song, MC Hammer from
his album Teflon Don. His affinity for the
brand inspired him to invest in the chain,
and he opened his first location in 2011
in Memphis. His favorite wing flavor:
Lemon Pepper.

Five Guys
37 Burgers
& Fries

Last year: No. 27

While many fast casual chains strive to

stand out from the competition by rebranding, updating dcor or adding to
their menus, Five Guys is dedicated to
keeping its brand the same as it was when
it opened in 1986. Pretty smart, considering it has nearly 2,000 locations, which
includes five in the UK and 60 in Canada.
We are so flattered and humbled by our
loyal customers, said Molly Catalano, director of marketing. I think they continue
to come back for the reasons they came
back when we first opened in 1986. We
serve a high-quality burger, fresh boardwalk-style fries in a no-frills atmosphere
and we have not veered from that focus.
The chain plans to open between 125
and 150 units each year over the next few
years in the U.S. and Canada and at least
20 in the UK, Catalano said.
We know people come for our food and
we put all of our focus there, she said.

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.
2013 was great for us in terms of sales
and unit growth, and we anticipate
even stronger results in the next year,
Damico said.
The brand also has deals for new restaurants in other markets, including Dallas;
Las Vegas; Springfield, Mo.; and Omaha,
Neb. And plans are in the works for further
development in markets such as Chicago,
Philadelphia and Orlando.
Prospects are increasingly looking to
Moes because of our outstanding growth
potential in an industry segment that is by
no means saturated, Damico said. We
have a fun, irreverent brand that people
want to be a part of.

39 GRK Fresh Greek

Last year: N/A

Traditional Greek cooking in a fast casual

setting describes Manhattans GRK Fresh
Greek. The New York restaurant will open
two more new units this year that each will

16

2014
offer its pitas and yeeros, built from locally sourced veggies, as well as authentic
Greek yogurt imported daily from Greece
using the countrys centuries-old straining method and locally purveyed meat,
butchered in house and then marinated
in a special blend of aromatic spices and
Greek extra virgin olive oil. Finally, the yeeros are layered and roasted on a traditional
rotating spit.
Consumers are increasingly demanding
healthier, higher-quality fresh foods, said
Christopher Potter, director of strategic development. These demands are changing
the restaurant and the food industry. GRK
offers a unique alternative, combining the
best products of Greece with the countrys
cultural and culinary standards. Its not just
another twist on a burger or a taco.

40

Dickey's Barbecue Pit

Last year: N/A

With 500 units set to open by the end

of the year and plans for 2,000 over the
next five years, Dickeys Barbecue Pit is
on a mission to take fast casual barbecue
across the nation.
This has never been done, said Roland
Dickey Jr., the brands president.
He said the organization looks at innovation as two halves of a whole. What that
means is that the brand not only focuses
on core values and traditions but is intensely focused on providing high-quality service
and food in every restaurant.
On the other half, we are bringing a level
of sophistication to the barbecue industry
through big data, allocation of resources
and predictive analytics that will allow us
to serve our customers with a degree of
modern precision, Dickey said.

41 Schlotzsky's

Last year: N/A

When it comes to rebranding, few restaurants have seen as much success as

Schlotzskys. Last year, it launched its All
round, Lotz better campaign, which focused on improving the service model and
the look and feel of the brand as opposed
to overhauling the menu. Other than adding fresh salads, Schlotzskys left the food
alone and worked on adding messaging
that focused on its made-from-scratch
round buns, as opposed to the subs served
in most restaurants. Those round buns inspired the chains new design, which incorporates circular elements everywhere from
on the walls and the lamp shades to cups
and bags, said CEO Kelly Roddy.
The design also incorporated fresh, modern
colors, including apple green, sky blue and
bright red mixed with some earth tones.
Its just a cool, hip look, said Roddy,
who believes the upgrade has helped give
back the brand the relevance it had lost.
The chain has 350 units but plans to add
25 before the end of the year.
If you want to be a relevant brand, you
have to look like it, behave like it, he said.
Roddy also attributes Schlotzskys growth
to its cobranding strategy, where it added
Cinnabon Express inside about 200 of its
locations and Carvel Ice Cream in 30.
When we add these brands, we are more
of a complete package, Roddy said. We
may be selling ice cream to one out of 10
customers during the day, but its more
about creating family events at night. It
helps bring in more families. Weve seen
a nice little bump in the Carvel stores
at dinner.

John's
42 Jimmy
Gourmet Sandwiches

Last year: N/A

Best known for its dedication to freaky

fast delivery times, Jimmy Johns also
could boast about its freaky fast growth
rate. The chain, which has nearly 2,000
units, has added about 200 locations per
year over the last three years and created
about 45,000 jobs across the U.S. since it
opened in 1983. The system, with vendors
and affiliates, exceeds 50,000 employees,
according to the company.
The chain is built around sustainable practices, not only striving for efficiencies in food
delivery times but also in packaging and
materials. Jimmy Johns, which is EPAct,
Green-e and Constellation Energy certified,
requires that all bulk ingredients come in
reusable containers, and 35 percent to 50
percent of the cardboard it uses is recycled.
Jimmys meats supply chain is a Top 15
percent food producer in the SAM Sustainability Yearbook and has earned AMI
awards for safety records and environmental matters management. The chain
periodically requires suppliers to describe
their sustainability progress and has committed to reduce landfill and water usage
and increase energy efficiency.

43 JJ's Red Hots

Last year: N/A

While its the smallest brand on this years

list when it comes to its number of units (two

17

2014
has continued to incorporate fresh flavors to
the menu. Miller has put his own expertise in
chilies and spices and more than 30 years
experience into enhancing the customer experience. By using fresh seafood and chicken, Boneheads has tapped into a consumer
base that enjoys great taste along with the
benefits of healthy convenience.

plus a hot dog cart called Frank the Tank),

JJs Red Hots is focused on growing the
brand over the next five years. CEO Jonathan Luther, however, said he wont sacrifice
the brands two-word mission statement,
Create joy, for the sake of growth.
While we dont really have a specific number 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
on the quality/service/value brand promise
upon which we were founded, he said.
That being said, 2014 will be a year of
growth when it comes to the chains catering business, and its also discussing
a variety of points-of-distribution models
that may include additional stores in adjacent markets, more carts and smaller formats in nontraditional locations, including
airports and colleges.
The nice thing about our product is that
it can scale down efficiently, said Luther,
who is pretty innovative when it comes
to using social media to market the concept. Despite having only two locations,
it has 1,400 twitter followers, more than
3,000 Facebook friends and 823 Instagram followers.
For a small brand, we make quite an
impact locally in the social media realm,
Luther said. More than that, our content
is fun, and a true extension of our brand.
We are not just focused on social media
as a promotional device. We believe it to
be one of the best ways to build our brand
from a lifestyle POV.

46 Fresh Brothers

ers were just as interested in the healthy

lunches he brought for himself as they
were in his smoothies. Inspiration hit Silva, and Muscle Maker Grill was born with
the goal of helping other healthy eaters
have a quick and healthy alternative to fast
food. After partnering with Arthur Gunther,
former president of Pizza Hut, the Muscle
Maker Grill concept became popular in the
franchise community due to its dedication
to taste, competitive pricing and convenience, Silva said.
The franchise has grown into a 64-unit
chain with 20 to 25 more stores expected
to open in the next year. Muscle Maker
Grill now has the muscle power of 19
years in the food industry behind it. This is
a concept that will only continue to grow.

Grilled Fish
45 Boneheads
& Piri Piri Chicken

Last year: No. 27

44 Muscle Maker Grill

Boneheads opened in 2006 after a serendipitous meeting between two chefs, who
discovered that their ideas about fresh food
and great taste intersected. With nine current locations, 10 more opening this year
and 50 planned in the next five years, the
Atlanta-based concept is on its way to becoming a premier fast casual destination.

When Muscle Maker Grill was founded in

1995, Rod Silva was already the owner of
a smoothie store. Silva found that custom-

In the last year, it partnered with James

Beard Award-winning Chef Mark Miller and

Last year: No. 14

Last year: N/A

Fresh Brothers line of innovative pizza

choices landed it on this years Top 100
list. The California-based pizza chain offers gluten-free crusts, skinny crusts, a
kids special sauce, vegan cheese and
Matzah Pizza (introduced last year for
Passover), and it recently added Kings
Hawaiian Meatball Sliders launch.
Founders Adam and Debbie Goldberg
have partnered with Michael Greenberg,
president and co-founder of Skechers, to
expand its footprint. Since adding Greenberg as a strategic partner, Fresh Brothers has added four units and sales have
increased year over year. Mature Fresh
Brothers stores have increased in sales
by 15 to 20 percent, Debbie said about
the chain that has 12 units and plans to
open two more later this year and five
more stores within the next year.
Within five years, there will be 50 Fresh
Brothers locations, Debbie said.

47 Jason's Deli

Last year: N/A

Jasons Deli boasts more than 240 locations across 28 states and strives to provide innovative recipes along with healthy
choices. Its website, for example, includes
a nutritional calculator along with its Special Diets Wizard that allows customers to
enter which ingredients they need to avoid

18

2014
boasts a fun ordering system that his customers love.

due to allergies. The chain was one of the

first to ban trans fats, MSG and high-fructose corn syrup.
Besides its dedication to good food, the
chain also is dedicated to finding and helping good employees. In 2005, its founder
and president, Joe Tortorice Jr., created the
Leadership Institute for his employees. It offers free classes about money matters, ethics, marriage, conflict resolution, emotional
intelligence and the brands core values.
He also started a program called The Fishing School to empower hourly employees
to better themselves professionally by becoming managers and leaders.
In addition, Jasons has a non profit foundation to help employees in crisis.
Employees are not simply human capital or resources; they are the future of the
company, Tortorice said. We care for
and grow our people.

48 Which Wich?

Last year: N/A

With 300 locations open or in development across 38 states and four countries,
Which Wich? is already a major-league
player in the sandwich space, but CEO
Jeff Sinelli is ready to hit a home run with
his expansion plans.
We expect no less than 25 percent unit
growth every year for the next five years,
he said about the Dallas-based brand that

Guests use red Sharpies to mark up preprinted menus on sandwich bags. They
select a sandwich from one of 10 categories, then choose the bread, cheese,
spreads and toppings. The sandwiches
are prepared to guests exact specifications, toasted to perfection and delivered
in the now-personalized sandwich bags.
After theyve enjoyed their 'wiches, guests
are encouraged to draw on their bags using red Sharpies and hang their artwork on
the community wall.

their own research and learned what we

realized early on; they then turned to follow us, he said.
Another first The Bistro takes credit for
was posting calories on menus; it made
the info available June 1, 2010.
We take pride in making this decision to
post calories well ahead of national legislation, being fully transparent and enabling
our customers to make informed choices,
Southerland said. In my opinion this was
the right thing to do, and when you do the
right thing with the customers' benefit in
mind you seldom make a mistake.

49 The Bistro - Marriott 50 Genghis Grill

Last year: N/A

Last year: N/A

As the first hotel to make the Top 100 list,

The Marriott has proven it belongs in the
fast casual industry. Its concept, The Bistro, serves sandwiches, salads and lattes
inside 800 Marriott locations and will near
1,000 by 2016, said Lon Southerland, senior director global of food and beverage
of Marriott International.

Touting itself as a full-service experience

with a fast casual price point and service
model has led to Genghis Grills rapid
growth. Its up to 109 units with plans to
add up to 10 more this year, said CEO
Al Bhakta. He believes the menus 80plus options for build-your-own stir-fry allow people with a variety of diets to eat
at Genghis, and the full-service bar helps
make it feel like a dinner destination as opposed to fast casuals that do most of their
business over lunch.

It has been a tremendous amount of

fun leading my team in doing something
transformational and actually disruptive in
our industry, Southerland said about the
chains opening of 200 units a year for the
past three years. Weve sort of flown under the radar and popped up way ahead
in many respects, and it is gratifying to see
the team being recognized in the industry.
Transition from the hospitality industry standard buffet to a fast casual concept was a
sharp turn away from the Marriotts competition, but Southerland was confident The
Bistro would resonate with guests.
Within a couple of years after our launch,
a number of the savvy competitors did

Taking customization a step further, the

chain recently opened its first fresh casual location with a fast casual approach
in Mira Mesa, Calif., Bhakta said.
This is a first of its kind as we have our
signatory Build Your Own option from our
Fresh Market bar along with a YOU Build
It option, where fans can order our chef
-crafted, Asian-influenced tacos, salads,
noodle bowls and skewers and pay at
the table via our tabletop devices called
Presto, he said. Or they can pay at the
counter, and we will deliver their bowls or
menu items to their tables.

19

2014

Zo Goes Running
Last year, Zos Kitchen, a Mediterranean fast casual restaurant, sponsored Zo Romanos
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 Projects mission to give medical care to children in
need. With help from Zos, 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.
Zos customers had the opportunity to support the projects mission by participating in the Give $5, Get $5
campaign. For those making a $5 donation to WPP, Zos 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 Romanos story, with the promotion reaching
almost 320,000 Facebook followers.

Chipotle's campaign
on better farming
Chipotle has had success with cause marketing before, and it
scored another hit with its recent promotion for better farming methods. The concept employed video, a website and an app-based
game to teach millennials in particular that there are more sustainable, 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 commercial messaging.

20

2014

Red Mango's Summer

of Super Biotic Smoothies

In June, Red Mango 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 Mangos menu, taking the

The items come in a variety of flavors in four lifestyle-centered

number of items from 14 to 36.

categories: Body Balance, All Fruit Harmony, Twisted Fruits and

To add excitement to the cam-

Just Kiddn, 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

Each participating Red Mango store gave limited-edition Super

and special promotions at various locations.

Biotic and superhero-themed items to the first 250 guests who

Panera Breads

Live Consciously, Eat Deliciously

Panera Bread Company kept
its 2013 focus on its Live Consciously, Eat Deliciously campaign. The simple message expressed the companys brand
values, purpose and culture. In
addition to TV advertising, Panera launched a social media effort
called Food Chain Reaction that asked individ-

Orange Leaf's

Go Orange for No Kid Hungry

Campaign

To help raise awareness of childhood hunger in America, Orange

Leaf launched its Go Orange for No Kid Hungry campaign in
September. Each location sold limited-edition Go Orange commemorative cups for $1, with 75 cents of each sale going to Share
Our Strengths No Kid Hungry campaign. Customers who participated also received a coupon for three free ounces of froyo on
their next visit.
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 Paneras 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

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 Salsaritas 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
As consumers continue to count calories and monitor caffeine intake, soda alternatives continue to
pop up all over menus. Specialty drinks that include fresh fruit and teas are growing in popularity,
and fruits and veggies that have an exotic image are becoming more popular. Jamba Juice 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/
hormone-free
Terms such as organic, grass-fed
and hormone-free are becoming
more important for consumers each
year. With more people caring where
their meals originate, fast casual
concepts that develop accordingly are
finding greater success. Elevation Burger,
sweetgreen and Chipotle, are three
examples. Chipotle uses organic and
local produce when possible as well as
meat and dairy from animals that are free
from antibiotics or added hormones, and
Elevation prides itself on cooking its fries in
heart-healthy olive oil and offering a variety
of fresh toppings, including 6-month-aged,
unprocessed cheddar cheese, organic
bacon, caramelized onions, mushrooms,
hot pepper relish and balsamic mustard.
BurgerFi, a fast casual burger concept
out of Florida, promotes the fact that the
company sells only grass-fed, never frozen
beef. The natural Angus beef sold to
BurgerFi customers is free of antibiotics,
hormones and additives, providing a more
healthful and flavorful beef.
What these concepts are figuring out is
todays consumers like to splurge every
once in a while, but providing high-quality,
better-for-you meals brings customers
back day after day.

4 Concentration
on breakfast

Dietitians and your mother have said

for years that breakfast is the most important meal of the day. Now its become truer
for fast casual restaurants, too. Proof: the
many bakery-cafs such as Einstein Bros.

that are continuing to see market growth.

And as other concepts take notice, those
cafs are having to differentiate by offering
a broader menu selection.
Uncle Maddios is an example of a concept experimenting in the space. The chain
dipped its toe into the breakfast pool in December by testing a breakfast menu at its
Charlotte, N.C., location. The test included
breakfast pizzas, panini and Break-zones,
which are breakfast calzones.
We are very excited to now offer breakfast
at Uncle Maddios Pizza Joint in uptown
Charlotte, said Jerry Licari, Uncle Maddios
Charlotte-area franchise owner. Our customers are craving more from Uncle Maddios, and we are happy to deliver with innovative and creative new breakfast items,
along with fresh fruit, premium coffee and
fresh-squeezed juices.

and
5 Farm-to-table
locally grown produce

and cared for humanely. The burger industry also is going local. The owners of
b. good, a Boston-based burger company, are holding on to their commitment to
locally grown even as the concept plans its
35-unit expansion over the next five years.
Credit Chipotle Mexican Grill for helping
pioneer the trend. In 2012 the chains goal
was to serve 10 million pounds of locally
grown produce. It increased the goal for
2013 by 50 percent, to 15 million pounds.

6 Fast casual pizza

Pizza always has been a great dinner option,

but until the addition of fast casual pizza, it
wasnt always a practical lunch choice. Fast
casual concepts such as Top That!, Blaze,
Pie Five, Fresh Brothers, The Pizza Studio
and Uncle Maddios, however, are proving
pizza can be quick, customizable and affordable all things lunch-goers demand.
The model allows guests to order individual-sized pies, choosing from thousands
of pizza combinations that can be ready
in just a few minutes. Even companies
that have been traditional pizza joints are
looking to get into the fast casual pizza
markets; California Pizza Kitchen founders
Larry Flax and Rick Rosenfield announced
their plan to create a new fast casual
pizza concept.

If the old saying you are what you eat

continues to ring true, todays consumers definitely are homegrown. The farmto-table, locally grown concept is bigger
than ever. Funky Chicken, a new fast casual concept out of Houston, is showcasing its focus on using only local, farm-totable ingredients. The restaurants chefs
use only chickens that are fed organically

23

2014
Embracing beer
7
and alcohol
During 2013, more alcohol appeared on
menus across fast casual concepts all over
the country. Chains such as Starbucks
started experimenting with beer and wine,
and Chipotle debuted craft beers and margaritas in some markets.
Millennials are ordering more premium and
above-premium beers and liquor, which
is driving many places to increase their
selections. Research shows millennials
like craft beers more than traditional domestic beers. In July, Buffalo Wild Wings
began offering a new craft beer that was
designed specifically to be enjoyed with
wings. BurgerFi opened its first location to
feature a fully stocked bar and a menu that
included alcoholic varieties of its popular
dessert concretes.

8 Customization

We want what we want, how we want it

and when we want it. In other words, fast
casual patrons love customization. Playing
to that fact was key to the success of many
brands. Froyo giants such as Pinkberry, Yogurtland and Red Mango are seeing suc-

cess because they give the customer the

ability to control exactly what goes on their
sweet treats without looking picky when
placing their orders.

Customers can create their own complete customizable quinoa bowls including
meats, veggies and sauces.

The idea behind customization is driving

pizza as a fast casual concept as well. The
fact that customers now can design their
own pizzas opens a whole new pizza experience, said Randy Gier, CEO of Pie Five.
You never have to share again, he said.
Customization doesnt just stop at the
menu. Everything from the food to the music is controlled by consumers. Apps such
as Googles Roqbot replace traditional
background music at restaurants by allowing customers to vote for their favorite
songs to be played while they are dining.

9 Quinoa

Until recently, few people outside of South

America had heard of quinoa. Now news of
the superfood is spreading, with consumers attracted to its high fiber, amino acids,
proteins and lack of gluten. Sounds great,
but does it taste good? The answer is yes,
according to several fast casual restaurants
that tested it last year.
Zos Kitchen introduced quinoa to its
customers with the debut of The Quinoa
Salad, which fit in perfectly with its Mediterranean menu. Burger joints also are
adopting it. BurgerFi added a quinoa veggie burger in September. And Fresh & Co
created an entire bar around it last year.

10 Healthy kids menus

We all want our kids to eat healthfully. Until recently, however, finding healthful menu
choices that kids wanted to eat was a
challenge. Thankfully, thats changing. The
National Restaurant Associations Kids
LiveWell program is being adopted by restaurants such as Mama Fus that realize a
high standard must be met in order to be
included on the organizations dining guide.
McAlisters Deli made strides to provide options to kids by adding a garden salad and
a kids baked potato to its menu. But the
leader when it comes to this space, however, is arguably Seattle-based Bean Sprouts.
Founders Shannon Payette Seip and Kelly
Parthen offer a wholesome and whimsical
menu that focuses on playful presentation
and gets kids moving and involved in the
caf with silly activities, Payette Seip said.
A customer favorite, for example, is the
Bean There, Ate That gong that kids ring
when they try new foods.

24

2014

TECHNOLOGIES

Mobile apps
Not only have mobile apps revolutionized the way we do business, entertain ourselves and communicate with our peers,
they also have changed the way customers eat. Custom mobile apps are making dining out easier each and every year.
Everything from ordering food to paying the bill can be completed with just a couple clicks.

food, mobile apps are helping restaurants promote specials

and are being used as loyalty programs to reward customers for being faithful to their businesses. In todays digital age,
who wants to carry around a coupon or a punch card? Mobile
apps eliminate the need to carry around those cards, but still
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 brands iPhone app also allows customers to tip baristas.
Chipotles 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

Social media analytics

Tracking customer analytics via social media is helping fast
casual operators target their customers. Although a variety of
high-tech platforms is on the market to measure customer
feedback when it comes to food quality, wait times, menu
selection, pricing and overall experience, one that is resonating well with fast casual customers is newBrandAnalytics. It
recently partnered with Five Guys Burgers & Fries to help the
chain quickly detect customer service problems and quantify
customer requests, according to the company.
The platform not only allows Five Guys to monitor social media
chatter to help the company implement operational changes
and improve engagement with customers, it can leverage the
technology to gauge interest in potential new menu items.
For example, when Five Guys recently considered introducing
a smaller french fry order based on some customer requests,

the company was not sure if demand was widespread enough

to provide ROI. According to Five Guys public relations official
Molly Catalano, Five Guys employed nBA's technology to
monitor social media commentary and determine the demand
for a smaller french fry option.
With nBAs insight, we could see that the desire for a smaller
fry was spread widely across many markets and demographics, so we decided to test what we called the Little Fry in a
variety of markets, said Catalano. The test went really well in
all the target markets and, as a result, we rolled out the Little
Fry systemwide. The feedback loop continues through social
media and we have actually gotten almost nothing but positive feedback from our customers. They are so happy that we
listened and that were offering the Little Fry now, which truly
feels like a big win for us.

25

2014

Using social and

mobile for training
Training team members well is one of the most critical tasks
for any customer-facing business. Its hard enough to do well
when employees tend to stay around a while, but in high-turnover industries such as foodservice and retail, it sometimes
can seem impossible.
Fortunately, high-tech is offering more ways to help, especially
when it comes to online programs and apps.
Uptown Network, for example, created a new training format
that uses tablets to serve as mobile teachers. This new way of

Tabletop media/
pay at table
The use of tabletop media with pay-at-the-table services continues to intrigue customers, which means more operators are
embracing it.
Buffalo Wild Wings, for example, recently has partnered with
NTN Buzztime on a tablet that brings a new kind of entertainment to the table. The technology includes trivia, arcade-style
games andmusic, in addition to menu-ordering and bill-pay.
It also allows guests to play against each other and against

training can reduce training costs while training employees consistently and effectively. Employees who use it can post badges
on their LinkedIn, Twitter, Facebook and other social media pages. Technology also is affecting scheduling in a big way. Freddys
Frozen Custard & Steakburgers is using online technology such
as ShiftNote to do everything from scheduling to sales tracking.
The idea that all of these areas are being addressed with new
technology frees up time and space for managers to focus on
whats important: pleasing their customers.

guests sitting at other tables

or at other restaurant locations.
Another example is pay-at-the-table
provider Tabbedout, which created Periscope, a set of tools that allows merchants
to see whether customers are new or regulars and to keep
track of their average bill. Customers also can use it to give
real-time feedback about their experiences.

Table trackers
Speed is crucial in any fast casual concept, and restaurants
use the LRS Table Tracker to take advantage, according to
the company. Table Tracker helps ensure tables are turned
faster and orders are delivered quickly with as few runners
as possible.
This small device is easy to use. Customers leave it on their
tables after ordering, and table info is sent immediately to the

kitchen. When their food is ready, employees easily can see

where the food goes, making delivery quick and simple.
Jasons Deli is a fan of the solution and how it helped cut
more than a minute off each ticket. In addition to speed of
delivery, this tiny tracking system helps restaurants collect
data about their guests experiences as a whole.

26

2014

Instagram
Restaurants are finding the photo-sharing platform useful when it comes to enticing customers. This free, digital
word-of-mouth advertising is being used to showcase
menu items in ways mere text never could.
Taste Marketing Strategies launched Bagels & Brews first
Instagram content last May, asking customers to share
photos of their experiences on Instagram. Every Friday, the
restaurant shared winning photos on Instagram, awarding a
$25 gift card for most likes of the week and a $15 gift card
for best photo of the week. Throughout the contest, the
submitted photos received more than 11,500 likes.
Videos now are an option on Instagram, which The Coffee
Bean & Tea Leaf has embraced. One of its most popular
postings was a video showing the pouring technique of
its baristas.

Vine

The use of short videos, or vines, has become an important part of a successful marketing campaign. Vine, a social media platform that competes with Instagram, allows
people to upload six-second videos, which can be linked
to a persons Facebook and Twitter accounts. And just as
they did with Instagram, businesses are taking notice and
using the platform to reach customers.
Barberitos is one such company. The chain created Vinespecific promotions to attract a larger following, and Fuzzys
Taco Shop created a monthlong campaign in July to support its Share Our Strengths Dine Out For No Kid Hungry
campaign. Fuzzys donated 10 meals to the No Kid Hungry
campaign for each video uploaded to the Vine app or to
Twitter with the hashtag #fuzzys4nokidhungry.

Oven technology
When it comes to ovens, speed matters, but so does ease of
use, especially in the fast casual pizza segment that cant exist
without the right type of oven.

menu flexibility. An oven that cooks more efficiently will enable

chefs to cook more product faster, which can lead to increased
revenue, according to Middleby.

Middleby Marshalls WOW 2 Oven, for example, gives operators

more control over bake temperatures and conveyor speed. It
also allows the user to adjust airflow to the top and bottom impingement ports independently for faster, consistent baking and

Another innovative oven is one that self-loads and unloads by

using two alternating cook surfaces. Because there is no hood,
it enables items to be cooked one after another.

27

2014

Digital menu boards

As fast casual customers become more digitally connected, the
use of digital menu boards is going to become even more important. This use of digital technology not only catches the eye
of todays consumers, but also gives restaurant owners the ability to change menu prices and contents instantly.
Mama Fus, an Asian-inspired concept, switched to digital
boards last year with a goal of increasing sales and providing a
better guest experience.

10

We want to keep customers up to date on our unique brand

attributes and innovations, so we created a variety of animated
marketing messages for the new Digital DNA menu boards,
said Randy Murphy, CEO. We now feel that the quality of our
interior matches the quality of our food. Its been fantastic, and
were still new to it.

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
energy-efficiency equipment.
Sarah Puls, business unit manager at Hobart, said that
the use of this equipment helps offset other costs owners
are incurring.
The recession sort of started this move toward standardization
because people had to save money down to the last penny,

she said. And now, operators are looking for ways to offset additional costs such as Obamacare.
Equipment such as foodservice designer and manufacturerHenny PennyCorporations oil- and energy-efficient fryer also
is helping increase ROI for its customers. Its fryer uses 40 percent less oil than standard fryers, with ROI in approximately 18
to 24 months, according to the company.

28

2014

People

Carl Howard
Fazoli's

Carl Howard just might be the hardest-working guy in the fast

casual industry, so its no surprise he tops this years list of people.
The CEO is growing Fazoli's while
simultaneously launching a new
fast casual Italian concept called
Venti Tre. Hes opening nine new
Fazolis franchises along with
two company-owned locations,
plus three Venti Tre units by the
end of 2014, which Howard describes as his biggest growth
year since 2003.
Theres no question that
Fazolis is on fire right now,

Howard said. Our franchisees are outperforming (the standard)

by 4 to 5 percent.
With all of his success, its a no-brainer that everyone in the industry wants to know how he does it.
Honestly, I never stop working and I have a team that is wired
the same, he said. We love what we are doing, jazzed about
everything that is going on and thrilled that we are winning again.
It makes the hard work worthwhile.
In addition to his work in the office, Howard is finding ways to give
back. In 2013, he gave time to Feed The Children and delivered
food boxes to families inIndianapolisright before Thanksgiving.
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
Firehouse Subs

If such a title were given, Don Fox, the CEO of Firehouse Subs,
would be the industrys top celebrity. He is known well for sharing
his experiences on panels and in sessions all over the country,
and it makes perfect sense that his peers want to know his secret, considering Firehouse Subs had a record-breaking year in
2013. The concept opened 155 new restaurants and added 111
new franchisees, ending the year with 722 restaurants.
Fox said the most important ingredient for that success has been
the teams ability to build continuously on the brand culture during
growth periods.
Within our culture, we have certain fundamental, non-negotiable
standards and disciplines, he said. Applying these standards

and practices, underneath a fundamental

framework of fairness
and open communication within our system, has been the foundation of our success.
The chains best in class food and service helps, too.
They are the cornerstones of our brand, and I am tremendously
proud of our team for their continued commitment to excellence,
he said.
Fox is looking for another record-breaking year in 2014, with a
goal of having 881 units open.

29

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

4 Kevin Miles

Steve Ells

3 Steve Ells
Chipotle

Under Steve Ells direction, Chipotle Mexican Grill continues to be a leader in the industry. In 2013, the companys net income
topped $327 million, an increase of 17.8
percent from 2012. In addition, the chain
opened 185 new restaurants. This impressive growth is largely because of the vision
of Ells, the brands founder, chairman and
co-CEO.
We are very proud of our accomplishments during 2013. Over the past 20 years,
we have created a very unique and special
restaurant company, he said. Chipotle is
a place that appeals to a diverse customer
base throughout the country and beyond.

Zos Kitchen

Since his appointment as president of Zos

Kitchen in 2011, CEO Kevin Miles has continued to lead the Mediterranean-themed
restaurant chain to success. Miles has more
than 20 years experience in the industry,
having worked at La Madeleine, Baja Fresh
Mexican Grill and Pollo Campero.
Under Miles direction, Zos has continued
to add healthy, innovative items to its menu,
ending 2013 with the creation of Fresh
Takes, a recipe book with easy, healthful recipes featuring the chains take-home sides.
An even bolder move came in March, when
Miles announced that the chain would be
on the New York Stock Exchange. Hes
hoping to raise up to $80 million in the initial
public offering.

Over the last two decades, Ells developed

an interest in sustainably and ethically raised
food and has shifted Chipotles purchasing
habits accordingly. Early this year, his team
released a marketing campaign on Hulu, a
four-episode Web series called Farmed and
Dangerous, featuring that mission. (See
more about Chipotles marketing innovation
on page 5.)

Schlotzksy's

This nontraditional advertising is just one

more way that Ells continues to step outside the box to continue Chipotles tradition

If you are looking for a good comeback

story, then Kelly Roddys is one you will
want to hear. Under Roddys leadership,

Kelly Roddy

Schlotzskys has worked its way out of

bankruptcy to regain a top position in the
industry. After taking over as president in
2007, he has led the chain to seven years
of growth after implementing a company
rebrand. Plans are underway to add 25
units to its existing 350 locations in 2014.
One reason for the success is Roddys
commitment to cobranding. Schlotzskys
added Cinnabon Express to about 200 of
its locations and Carvel Ice Cream to 30.
When we add these brands, we are more
of a complete package, Roddy said. We
may be selling ice cream to one out of 10
customers during the day, but its more
about creating family events at night. It helps
bring in more families. Weve seen a nice
little bump in the Carvel stores at dinner.

6 Sally Smith

Kevin Miles

5 Kelly Roddy

Buffalo Wild Wings

Sally Smith joined Buffalo Wild Wings as

CEO almost two decades ago, when the
brand had only 35 units, and during her
tenure the Minneapolis-based chains numbers have been on the rise. After changing the name from BW3 and overseeing a
new logo creation, Smith has continued to
move the chain in the right direction. Today,

30

2014
it has more than 900 locations and has expanded outside of the United States and
Canada. Last year, the popular wing destination launched its first locations in Mexico
and is expanding into the Middle East and
Puerto Rico.
As we explore new markets, we take the
time to learn about the countries, cultures
and potential partners, Smith said.

ing their customers where they live, work

and play, Dardick said.
The company also hosts regional catering
certification programs to certify restaurant
operators, consultants, vendors and service providers in the companys Five Pillars of Successful Restaurant Catering.
(They are leadership, centralized services,
sales and marketing, operations and delivery.) This certification process is supported
by ongoing training classes, educational
manuals and continuing assessments.

8 Dan Lowe

Erle Dardick

7 Erle Dardick

MonkeyMedia Software

Erle Dardick has had a busy year. The MonkeyMedia Software CEO is not only leading
his successful catering software company,
which has more than 4,000 restaurant
brands as clients, but hes also involved
in a documentary film project called Back
to Basics, a call-to-action film inspired by
Dardicks essay, The Ghost in the Wall.
The documentary will attempt to show the
restaurant industrys impact on the nation,
both economically and culturally. Panera
Bread CEO Ron Shaich had the idea for
bringing the documentary to the big screen
after reading Dardicks essay.
Last year, Dardicks team at Monkey
launched the MMS Catering Institute,
headed by Wayne Alexander, former Einstein Noah Restaurant Group catering
director. The institutes goal is to help operators grow sales and increase profits by
educating them to become experts at feed-

Luna Grill

Dan Lowe traded in his Chipotle title last

year for an opportunity to be the director
of operations for Luna Grill, a San Diegobased Mediterranean restaurant. For more
than a decade, Lowe played an important
role in the growth and development of Chipotle, managing up to 65 restaurants and
budgets that totaled more than $100 million. With his new position at Luna, Lowe
continues to focus on growth as the chain
prepares to open its 10th location.
I am very excited to be a part of this amazing team of people and offer any experience I can to help us grow stronger into the
future while maintaining Luna Grills original
mission of providing our customers good
food that is good for you, he said.
The chain plans to have 20 units open by
the end of 2014, and 40 by the end of 2016.

9 Alon Mor

Garbanzo Mediterranean Grill

Alon Mor is motivated to keep growing. The

founder, president and CEO of Garbanzo
Mediterranean Grill opened his 28th nation-

Alon Mor

wide location last year and is planning on

many more.
Now we have our sights set on the 30th,
40th and 50th Garbanzo, said the entrepreneur, who launched Garbanzo in 2008.
We are moving rapidly to achieve those
goals and realize substantial nationwide
growth over the next few years.
In just five years, Mor has expanded Garbanzo to California, Maryland, New Jersey,
Georgia, Florida and Arizona.

10 Anthony Pigliacampo

Modmarket

When Anthony Pigliacampo left his mechanical design firm in 2009 to open his
first Modmarket, many people might have
thought he was crazy. With no restaurant
experience, he partnered with Rob McColgan to open in Boulder, Colo., the first fast
casual brand that displayed nutritional content on its receipts. It didnt take long for
the idea to take off.
Pigliacampo said the vision behind Modmarket was to create healthful meal options that people could eat every day. The
menu uses simple, whole ingredients from
a handful of regional and local growers. Every item on the menu is made from scratch
in open kitchens in less than 10 minutes
and costs under $10.
Modmarket has six metro-Denver area

31

2014
Carlos Guerra

locations and is working on its seventh,

which will open at the Denver International
Airport this spring.

George Michel

11 George Michel
Boston Market

Since being named CEO of Boston Market

in 2010, George The Big Chicken Michel
has turned the image of the fast casual
chicken concept around, making it a relevant choice once again. A rebrand included
replacing plastic tableware with real plates
and silverware and working to lower sodium in meals without compromising taste.
Sodium is down 26 percent in its mashed
potatoes and 20 percent in its stuffing.

Guerra opened his first Giraffas restaurant

in Brazil more than 30 years ago, focusing
on sandwiches and burgers. Today, he has
more than 400 locations in Brazil, and the
menu has evolved to include Brazilian comfort food, featuring barbecue, beans, steak
and chicken. With all that success under
his belt, Guerra decided to bring the concept to the United States, opening the first
U.S. location last year in Miami.
Florida right now is the destination of
many Brazilian tourists and we have a lot
of Brazilians living in the area, said Guerra, who said hes just getting warmed up
with Miami.
Within the next five years he plans to have
40 to 50 locations across America.

We are committed to ensuring our guests

enjoy delicious, homestyle cooking that
can be part of a healthier diet, Michel said.
Modifying our recipes to create healthier
options without sacrificing taste is another
way we deliver our mission to provide guests
wholesome foods they can feel good about
eating and sharing with their families.

breaking fast casual brand, Pie Five Pizza

Co. Launching in 2011, Pie Five rocked the
industry with its hand-crafted, made-toorder 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, preeminent fast casual brand in the pizza
space, he said. If that means 500 units,
great. If that means 1,000, great. Well let
the consumer tell us how much demand
there is and build to meet the needs.
Gier also is the CEO of Cedars Woodfire
Grill, a four-unit Texas chain focusing on
fresh-fired cuisine.

14 Frank Paci

McAlister's Deli

In 2010, when Frank Paci took over as

CEO of McAlisters Deli, his goal was to
expand the brand. He succeeded. In addition to raising sales in existing stores, Paci
increased the number of restaurants in the
chain, opening 15 restaurants this year and
signing new development agreements for
an additional 45 locations. Paci credits his
success with his focus on service.
A lot of emphasis in this industry is on
spending more in the area of marketing to
get customers in the door, Paci said. But
its the quality of experience that really impacts whether they come back or not, and
this is what drives growth.

Randy Gier

12 Carlos Guerra
Giraffas

While many American-based concepts are

franchising their brands outside the United
States, Carlos Guerras Brazilian fast casual
concept recently opened in America.

13

Randy Gier

Pie Five Pizza Company

Randy Gier knows pizza. The CEO of Pizza

Holdings Inc. oversees two concepts in the
pizza industry, Pizza Inn and the ground-

15 Geoff Alexander

Wow Bao

Geoff Alexander is definitely a big deal in the

fast casual and QSR circuit. Not only is he
the president of Wow Bao, one of Lettuce
Entertain Yous most popular concepts, hes

32

2014
also a hot commodity, speaking at various
conventions on the topics of social media
and restaurant technologies. He also is the
vice chairman of the National Restaurant
Associations Fast Casual Industry Council.
He is proving to be a leader in technology,
successfully incorporating mobile and online ordering, as well as self-ordering kiosks
and mobile gift card and loyalty programs.

16

Charlie Morrison

Wingstop

Charlie Morrison has spent the last decade

perfecting his knowledge of the fast casual
industry. When he was named president
and CEO of Wingstop Restaurants in June
2012, he was confident he could help grow
the concept. And he was right. In 2013,
Morrison led Wingstop to its most successful year of growth. Under his leadership, it
has opened 74 new restaurants and signed
agreements to open an additional 182 domestic and 35 international units.
The demand for Wingstop has never been
greater, Morrison said. Over the past two
years, our same-store sales have grown
23.6 percent. That is almost unheard of in
the fast casual segment of the restaurant

industry and certainly for chains our size.

And we expect the strong momentum to
carry forward in 2014.

17 Rich Hicks

MOOYAH Burgers, Fries & Shakes

Before creating MOOYAH Burgers in 2007,

Rich Hicks spent more than 20 years in the
restaurant business honing his skills. At age
25, he was an area director for Romanos
Macaroni Grill. After spending several years
in that role, he developed his own brand,
Tin Star Taco Bar, in 1999. Eight years later,
he co-founded MOOYAH Burgers, Fries &
Shakes, which now has nearly 60 units with
plans to add 40 more by the end of 2014.
Hicks isnt concerned just with the bottom
line of these new restaurants. His focus on
sustainability and supporting the communities in which he serves is impressive. He
predicts that the brand will add more than
1,000 jobs to local communities through its
restaurant openings in 2014.

18

Amit Kleinberger

Menchie's

Making people smile is a far cry from the

missions Amit Kleinberger was used to carrying out as an Israeli soldier, but the CEO
of Menchies has been up to the task. Hes
grown his froyo concept to more than 400
locations in less than six years by offering
high-quality products and customer service
that puts grins on peoples faces.

Amit Kleinberger

standing that you have to spend money to

make money. He didnt make a dime on the
business until he opened his 200th unit.
We grossed $60 million, and I invested it
all back into building, not profiting, he said.
In 2013, the company paid out its first dividend in more than six years.

19

Maria & Sean

Pourteymour

Luna Grill

For the last 15 years, Maria and Sean

Pourteymour have been working together.
Getting engaged after only one-and-a-half
weeks of knowing each other, they took
another leap of faith and opened their first
Luna Grill in 2004, after not being able to
find a healthy fast-food alternative.

When I look at my business today and ask,

Why do I feel proud? its because it makes
the world a better place, he said.

A decade later, their 10-chain business

is going strong, with Maria serving as the
chief cuisine officer and Sean adding his
European influences to create a menu of
Mediterranean dishes, including kabobs,
original salads, gourmet wraps, desserts,
beer and wine.

Kleinberger also takes a refreshing approach to running his business, under-

The plan is to double units to 20 by the end

of the year, and each new unit will have a

Charlie Morrison

33

2014
state-of-the-art POS system to improve efficiency and reduce ticket times. This fast
casual power couple is proving they have
the recipe for success.

21 Mark Johnston

Burger 21

What a year Mark Johnston has had. He

is president of Burger 21 and chief concept officer and president of Front Burner
Brands. He led the restaurant chain to a
fantastic year that included eight new franchise agreements and 14 new units.
In addition to adding stores, the companys
average unit volume increased from $1.47
million to $1.75 million, a 19-percent increase from 2012.

Rod Silva

20 Rod Silva

Muscle Maker Grill

When Rod Silva opened his first Muscle

Maker Grill in 1995, he had no idea how
popular it would become. Its been almost
20 years, but the concept still is thriving.
He began franchising in 2009, and his
focus on healthy eaters has swept the
country. Last year Muscle Maker signed
13 franchise agreements to develop up to
25 locations throughout the country.

What an incredible year it has been for

Burger 21. Weve experienced strong
growth and continued to receive recognition for being a leader in the fast casual
segment, Johnson said. Were pleased to
report our first increase in same-store sales
and average unit volume, which will further
position the brand as an attractive business
model for single- and multi-unit operators.
To build on last years momentum, the
chain plans to open 10 new units across
five states in 2014.

Silva knows people eat with their eyes first,

so placing a large focus on the visual appeal of the food is key. But, he said, thats
just what brings them in.
One bite is all people need to be convinced that it is possible to eat healthy and
enjoy the food you are eating, he said.
Our truly unique concept of great food
with your health in mind is gaining popularity throughout the U.S.

Mark Johnston

22 Jim Mizes

Blaze Fast-Fire'd Pizza

When the management team started looking for a new president and COO for Blaze
Fast-Fired Pizza, Jim Mizes topped the
list, and why wouldnt he? With experience
developing more than 500 restaurants
throughout his career, his vision for expansion is clear.
Blaze Pizza is the leader in the exploding fast casual pizza sector, said Mizes.
I joined this team because I wanted to be
part of a brand that is going to change the
way this country enjoys pizza.
Before joining the Blaze team, Mizes
worked for Freebirds World Burrito, Jamba
Juice and Noahs New York Bagels.
The chain started 2014 with 12 units but
plans to end the year with nearly 50.

23 Tom Ryan

Smashburger/Live Basil

Tom Ryan is a true innovator. Throughout his career he has created Pizza Huts
Stuffed Crust Pizza and McDonalds McGriddles, Big N Tasty, Dollar Menu and
Fruit N Yogurt Parfait.
He also is the namesake behind Toms
Urban 24, the founder of Smashburger
and co-founder of Live Basil Pizza. When
he created Smashburger in 2007, Ryan
wanted to give customers a different kind
of burger. Specializing in hand-crafted
burgers that are smashed, seared and seasoned to order, Ryans brand delivers on
the goal.

34

2014
His innovative ideas have landed him on
many lists, including ours. He also was recently added to Gourmet Magazines list
of Top 25 Food Entrepreneurs of the Last
Quarter Century.

ledge he gained while serving as president

of Moes Southwest Grill, he has set out to
perfect the build-your-own pizza concept.
Guests love the create-your-own pizza,
salad and panini model with a choice of
fresh ingredients, he said. Its a personalized experience, but one that delivers on
our promise of fresh, fast and affordable.
Andrews growth isnt accidental. He knows
interactive technology is key for getting and
keeping customers.
Weve found that social media, website
video content and customer intercepts with
iPads are effective means of garnering followers, fans and repeat customers, he said.

Matt Andrew

24 Matt Andrew

Uncle Maddio's Pizza Joint

When he opened the first Uncle Maddios

Pizza Joint in 2008, founder Matt Andrew
wanted to dominate the fast casual pizza
industry. In just six short years, Andrew
has expanded the concept to 18 locations
across six states and has 165 more in development. By taking the fast casual know-

25 Scott Crane
Smashburger

If you are looking for an industry expert,

Scott Crane could definitely be your guy!
Throughout his career, the newly appointed Smashburger CEO worked for popular
chains, including Olive Garden, Houlihans
and Lone Star Steakhouse, before becoming the EVP of operations for Fugate
Enterprises. There, he oversaw hundreds
of franchised restaurants, including Wing-

Scott Crane

Street, Pizza Hut, Sonic and Taco Bell.

Before being named Smashburger CEO in
November 2013, he spent the previous six
years as the brands president. He is credited with helping it grow from two units to
more than 250 worldwide. Plans now are
to grow to 400.
Smashburger has seen great success in
rekindling Americans love affair with burgers across the 30 states we operate, so
we are excited to partner with a new group
of industry experts to bring our one-of-akind experience to new guests and help us
continue executing on our steady growth
path, Crane said.

35

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