Just a few days ago The Washington Post published a story called "The Chipotle effect: Why America is obsessed with fast casual food."
"Fast casual food is so hot right now," it begins, rattling off some astounding numbers, including the industry's 550 percent growth since 1999, or more than ten times the growth seen in the fast food industry over the same period.
Chipotle, the star of the category, has seen its sales more than quadruple in that time window.
What's the difference between fast food and casual fast? Here's what the Post says:
Most industry experts can agree that an essential component of the fast casual category is its price point, which ranges from $9 to $13 dollars per receipt, compared to an average ticket closer to $5 for fast food restaurants.
Fast casual restaurants also, ideally, earn less than 50 percent of their business from full service sit down meals. Otherwise they too closely resemble casual dining restaurants, like Applebee's. But there's a lot of other criteria.
By Technomic's estimation, there are at least 10 different markers of restaurants that fall within the category: the quality of the food, the use of better ingredients, food that is wholesome, a perception of freshness, first-rate decor, fair pricing, fast service, friendly employees, flexible offerings, and a full view of how the food is prepared.
If we needed any vivid evidence of the Chipotle Effect happening here, we now have it, right on cue, with news Weekly reporter David Schmalz has unearthed in the sands of Marina.
No fewer than seven new eateries are on their way—and possibly up to nine—filling out the Dunes on the Monterey Bay development that includes REI, Target and Best Buy, among other big-box outlets, as well as a five-screen Cinemark movie theater slated to open this summer.
Look for more information from Schmalz in Thursday's print edition.
Five places are currently confirmed, all of them chains:
Blaze Pizza • A self-described fast-fired artisanal pizzas like the "white top" with white cream sauce with mozzarella, applewood bacon, chopped garlic, oregano, arugula.
Teriyaki Madness • What appears to be a fresher version of Panda Express, with noodle bowls, rice dishes and orange chicken.
Menchie's Frozen Yogurt • High-grade frozen yogurt with "real ingredients" and all sorts of cartoon characters like Mookie and the Cowabungaz to help pitch it.
Deli Delicious • Central Valley-born specialty sandwich chain with hot and cold subs—including the 29 with albacore tuna, sprouts, avocado and cream cheese—salads and sides.
Starbucks • This little coffee franchise you may have heard of.
No word if Chipotle is one of the other franchises being courted, but smart money says it is one of the "cool players" in the mix.

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