Roark Capital
Finding white space in a growing Fast Casual segment |
Roark Capital has a portfolio of full service casual dining brands. However, to keep up with changing consumer behavior, they wanted to explore developing a fast casual brand. Specifically, they had identified an opportunity in Asian Fast Casual.
After a thorough analysis of the marketplace and studying consumer trends, we created 3 new Asian fast casual concepts for consideration. The concept presentation highlighted relevant consumer trends, brand design, in-store experience design and menu strategy. |
Relvent Consumer Food Motivations
Food as AdventureFood has gone global and bland is boring. This is the mantra of today’s eater. Consumers today are eating more adventurously than ever. They are actively seeking new exotic flavors, fusions, forms and types of cuisine. Shows like “Bizarre Foods” with Andrew Zimmern and Andrew Bourdain’s “No Reservations” have further expanded our interest in the wide world for food.
Food as BelongingFood is an important bonding agent. Food has a unique ability to bring people together. No matter what culture, everywhere around the world people get together around food. We come together as families, friends and romantic interests over food. From the family table, to the backyard BBQ, to anniversaries and celebrations, food is a driving force in building community and togetherness.
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Asian Street Food MarketplaceWithin almost every Asian city, one can find bustling food markets filled with colorful stalls offering and endless assortment of street food fare. These markets bring people together to share meals and conversation.
When you walk into the doors of AsiaCart, the vibrant sights, sounds and smells will be reminiscent of the bustling street food markets found in places like Bangkok, Shanghai and Kuala Lumpur. It is here that you will find the perfect Asian solution to your bustling on the go life. You will find highly portable and delicious street food favorites such as, banh mi and rou jia mo sandwiches, noodle soups and a wide assortment of dumplings. All served in an open environment that invites people to gather and socialize over a tasty, yet unfussy meal. |
Coastal Southeast Asian GrillMalaysia is the gateway to the pristine waters and diverse cultures of southeast Asia. Among these islands and coastal waters are some of the most flavorful eating experiences on the planet. Walk into the front doors of Malaya Cay and you will find a fun, casual atmosphere that is a complex blend of coastal adventure and bold Asian flair. As you walk to the counter, you will be greeted with a smile and a relaxed, warm-welcomed feeling. One of the first things you will notice are the vibrant colors and textures. The greens of the jungles and the rice fields and the orange and red from the local temples bring this restaurant to life. Eating is always a fresh, colorful and adventurous time at Malaya Cay. Starting from a base of noodles or rice, you can find a range of flavors and ingredients; from local favorites to regional curries to exotic dipping sauces to tropical flavors.
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J-Pop inspired sashimi restaurantAmericans can’t seem to get enough of Japanese POP culture; from the bright lights of Tokyo to the art of Takashi Murakami to anime and cosplay. When you walk into POPshimi, you will walk into a world where traditional Japanese food and Japanese POP culture collide producing a fun and imaginative eating experience like no other. Once inside, you will find a menu of made to order sashimi bowls and wraps that are creative interpretations of traditional Japanese cuisine. You will also find a fun and unique Japanese modern art mixed with conveyor belt style service. At POPshimi, orders are taken from tableside kiosks and sent on a conveyor belt from the “chef” to a tableside delivery person.
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Summary of success |
Consumer testing showed that each concept was highly differentiated and had strong consumer appeal. However, one concept stood out as stronger than the others and was moved into the next phase of development.
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