“Fast” and “casual” resonate with laid-back yet time-poor Australian consumers
Euromonitor International’s consumer foodservice analyst Julia Illera gives her thoughts on the growing appeal of fast casual outlets within fast food in Australia.
"The fast casual trend is being driven in Australia by consumer desire for quality, on-the-go meal solutions at affordable price points. As busy schedules increasingly encroach on the time consumers allocate to home cooking, eating out is on the rise. The amount of time consumers spend eating is also becoming limited, so they are opting for simple, on-the-go meals that can be picked up en route and are easy to consume. Fast food operators have thus benefited, as they can offer the speed and simplicity required. They have also capitilised on this trend by extending the consumption occasions by adding breakfasts menus and other snacks to the traditional lunch and dinner day-parts," explained Illera.
Adding, "the popularity of fast casual in Australia is largely due to its success in challenging the notion that eating out in quick service restaurants is less healthy or of poorer quality than eating at home. Fast casual foodservice operators have made an effort to improve this perception by introducing superior products in their menus and focusing on higher-quality and healthier ingredients. Schnitz, for instance, has managed to premiumise schnitzels by moving away from a frozen-fried product to a product made to order. In burgers, Grill'd extended its gourmet range to target the health and wellness audience, through the launch of its low-carb burger, which incorporates a bun made of eggs, almond meal, organic coconut cream, honey, tapioca flour and psyllium husk."
"Premium offerings also extend to the beverage selection, with craft and imported beers and spirits gracing the menus of many fast casual outlets. Alcohol provision licences additionally serve to broaden the appeal of fast casual outlets, allowing such businesses to better cater to all audiences and occasions, and taking the competition more directly to related categories like bars/pubs, full-service restaurants or 100% home delivery/takeaway."
"Furthermore, fast casual customers are eating with their eyes: appetising looking meals, food theatre devices such as open kitchens and designer décor combine to contribute to the overwhelming sense of the “authenticity” of the fast casual experience. Such visual stimulation reinforces the message of a premium experience, justifying the higher – than standard fast food – price tag associated with fast casual and encouraging diner satisfaction and repeat custom," she noted.
