Full-Service Restaurants Should Focus on Menu and Atmosphere to Regain Momentum

It’s no secret that fast-casual concepts continue to take sales from other segments of the restaurant industry, including full-service restaurants.

A new study from Chicago-based Technomic outlines what steps family and casual-dining operators can take to win back consumers.

To maintain and regain share, struggling full-service chains will need to revitalize their image, according to Technomic’s Future of FSR: Family & Casual Dining Consumer Trend Report. From refreshing unit décor to updating menu offerings, family-style restaurants will need to focus on value and quality while traditional and contemporary casual dining operations should focus on quality, innovation and regionally sourced and inspired menu items.

“Revamped menus include the integration of healthy and seasonal fare and more customization opportunities,” says Sara Monnette, Technomic’s senior director, consumer insights and innovation.“Chains will replace 10 menu items with one base item that is customizable in 10 different ways. Along with the menu, creating a contemporary ambiance will be vital to growth. The consumers’ perception of the overall dining experience are strongly influenced by décor and atmosphere.”

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