The article which I read yesterday called "The shake shack economy" by James Surowiecki.
The author tell us about "fast-casual". It's chains of restaurants which similar to fast-food but owners use food of better quality. For example, Chipotle, Shake Shack, Five guys or Panera.
This business was organized at the end od 90th when economic boom happened and majority of people led increasingly busy work lives.
Even if traditional fast-food chains ignore changings of consumer's needs( I mean something healthier and better quality) new organizations can gave people what they want to have.
Also it may seems that the success of fast-casual was just matter of the right product at the right time it's not the truth. They not only responded to customer's demand but also did something own, because in reality consumers didn't what exactly they want.
It happened also with Starbucks: no one couldn't imagine that people will spend 2$ just for cup of coffee, but no it became a reality.
The conclusion is that nowadays people when they talk about fast-food prefer "food" than "fast"
Kristina Drabik
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