Recent Technomic research shows that almost half of today’s consumers eat a burger at least once a week, and fast casual restaurants throughout the country are encouraging the trend. The “better-burger” has taken off throughout the restaurant industry as one of its fastest growing segments. Hungry consumers have more options than ever before for a locally-sourced, fresh, fairly inexpensive burger. But are these “better burgers” better for you?
Fresh To Order (f2o), the leader in the ‘fast fine’ dining segment, was founded in Atlanta in 2006 with the idea that healthy, wholesome and creative meals don’t always have to be accompanied by an expensive price tag and lengthy wait. This summer the franchise will expand its selection of fast, but fine food with the addition of a new line of “better for you burgers.” Offerings will include a vegetarian black bean burger under 500 calories (made with black beans, rice, avocado, house pickled jalapenos, lettuce tomatoes and corn relish grilled on a wheat flatbread with horseradish honey mustard sauce), a ginger scallion studded tuna burger under 600 calories (served on a whole wheat flatbread with horseradish aioli, Asian slaw and baby field greens) and a bison burger under 600 calories (made with fresh ground bison and served with dried cherries, baby field greens, horseradish aioli and caramelized onions).
Fresh To Order, a pioneer in the “fast fine” dining segment, has already distanced itself from fast-casual eateries by providing a casual fine dining taste profile at a fast-casual price point with an elevated level of service. The average guest ticket order is $9 at lunch and $11 at dinner. Every protein is cooked “fresh to order” on a flame grill in the open-display kitchen as guests order, and dressings and soups are prepared from scratch twice daily in each restaurant. A wide selection of wines and beers is also available. Five of Fresh To Order’s locations are located in and around metropolitan Atlanta, with the sixth location in Chattanooga, Tenn.; three additional Atlanta locations will open by the end of 2012 for a total of nine locations. Two of the locations—Johns Creek and Sandy Springs in suburban Atlanta—are franchised. By 2015, Fresh To Order expects to have 50 locations nationwide, with another 50 locations in various stages of development. For more information, please visit http://www.freshtoorder.com.
