Stop calling your restaurant ‘fine casual’
I want to put a stop to the term “fine casual” right now.
The term is being used to describe restaurants that serve food inspired by, or even developed by, fine-dining chefs, using excellent ingredients, but in a limited-service setting.
It’s a nice idea — democratizing tasty, possibly nutritious food by serving it at a price and in a setting that more people have the financial wherewithal to buy it and the time to enjoy it.
“Fine casual” is being used to describe limited-service restaurants like Shake Shack, Tender Greens and Richard Blais’ chicken-and-egg concept Crack Shack, where the food