Focusing on dining experience lets more fast-casual chains specialize

Nation's Restaurant News, Sept 24, 2007 by Liza Berger

Prices range from $2.99 for a hot dog to $4.99 for the panini frank, which is a hot dog on a grilled bun with chili, French fries, cheese and bacon.

While starting out as a single-product concept makes sense for a variety of reasons, Zagat noted that eventually concepts need to broaden their focus.

A lot of fast-food chains historically have been highly focused, but for health or competitive reasons they have diversified, he noted. McDonald's, for example, may be known today as much for its salads and breakfast sandwiches as for its burgers.

Starbucks also has expanded its business into sandwiches and other food offerings.

One company seems to be going this route: Scottsdale, Ariz.-based Kahala Cold Stone recently disclosed that it is acquiring Cereality. Kahala will test co-branded Cold Stone Creamery and Cereality stores, Synkoski said. As a part of the new combination, Cereality may in time add frozen products for later in the day, he said.