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ISSUE 14 - DEC 2007 /JAN 2008 IDEAS & TRENDS FOR THE FAST-CASUAL RESTAURANT Hot beverages Data security Immigration reform 12 34 36 Q&A with Martin Sprock pg. 38 Top movers & shakers 2007 100
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Page 1: Fast Casual Top 100 2007

ISSUE 14 - DEC 2007 /JAN 2008

IDEAS & TRENDS FOR THE FAST-CASUAL RESTAURANT

Hot beverages Data security Immigration reform12 34 36

Q&A with Martin Sprock pg. 38

Top Top Top Top Top Top Top movers & shakers

Top Top 2007

movers & movers & movers & movers & 100

Page 2: Fast Casual Top 100 2007

Dec 2007-Jan 2008 / FAST CASUAL16 Dec 2007-Jan 2008 / FAST CASUAL16

cover story

Page 3: Fast Casual Top 100 2007

FAST CASUAL / Dec 2007-Jan 2008 17

The Top 100 panel included Darren Tristano, executive vice president of Technomic Information Services; Brian Sill, president of Deterministics; Linda Duke, CEO and principal of Duke Marketing; John Owens, stock analyst for Morningstar; Paul Barron, founder and publisher of Fast Casual; and Valerie Killifer, editor of Fast Casual.

FAST CASUAL / Dec 2007-Jan 2008 17

Movers & Shakers

This year has been one of triumph for many of our Top 100 movers and shakers.

Chipotle continues to increase momentum while staying true to its “food with integrity” form, and Panera still “bakes the competition,” as it did one year ago. Meanwhile, some smaller chains made considerable leaps.

Camille’s Sidewalk has moved up the ladder, in addition to Saladworks, Bruegger’s, Zaxby’s and Spicy Pickle, just to name a few.

Of course, there are a few surprises. Pinkberry, although relatively unknown in the Midwest, rounded out our top 10. It’s not the most obvious choice, but the concept has the ability to reshape the yogurt trend, leading the

way for chains such as Yovana and FreshBerry. Afterall, that’s what our Top 100 is all about: shaping the industry and moving it forward.

Our panelists reviewed more than 150 fast-casual operations based on unit size and revenue growth to come up with our top 25. And we analyzed more than 450 chains to complete our top 100. Chains were reviewed based on a variety of factors — from marketing tactics to comp and revenue to unit strength. We’ve come up with a list as unique as the fast-casual segment and, although you may disagree with some of our choices, we stand behind each and every one.

— Valerie Killifer

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Dec 2007-Jan 2008 / FAST CASUAL18

Chipotle founder and chief executive officer Steve Ells

is a no doubt a busy guy. Ells, who brought his experience in fine dining to the fast-casual concept, oversees the bustling all-corporate-owned 670-unit chain with an eye on every aspect of its operations.

From day one of the first store’s 1993 opening, Ells has strived to change the way people view “fast food,” and he’s done it by living up to Chipotle’s mantra, “Food with Integrity.”

“For years, you have heard me say we want to change the way the world thinks about and eats fast food,” Ells said Oct. 30. “To accomplish this mission, we obviously plan to continue to serve great-tasting food using high-quality ingredients and classic cooking methods, but we also need to con-tinue to evolve in every aspect of what we do.”

Chipotle’s “evolution” continues to occur through an ever-present focus on high-qual-ity, healthful ingredients, year-over-year same-store sales increases and technology and equipment upgrades.

In 2007, Chipotle stopped using cheese made with milk from cows treated with rBGH (recombinant bovine growth hormone) and it is the United States’ top restaurant seller of naturally raised meats.

Additionally, the company’s third-quarter financial results marked the brand’s 10th consecutive year of double-digit comp growth. In 3Q ’07, Chipotle reported a 12.4 percent same-store sales increase and a 10.9 percent increase year-to-date. The company also opened 88 new locations.

“We believe that these results are evi-dence that people appreciate our continued focus on improving the customer experience in our restaurants,” Ells said. “We believe we

Chipotle sizzles at No. 1 With a focus on better ingredients and affordable food,

Chipotle heats up the segment.

are the only restaurant committed to making better tasting, socially responsible gourmet food available and affordable so that every-body can eat better. We feel that this sets us apart from all the other restaurants. But our ambitions stretch far beyond what we have accomplished so far.”

Ells’ ambitions for the company stretch beyond the United States as well. In 2008, Chipotle is slated to open its first location in Toronto, Canada.

“We are excited about entering the Toronto market and are confident that the foundation we’ve built will continue to serve us well,” Ells said. “We think Toronto is a logical geographic extension for Chipotle, given its demographics and its proximity to some of our strong U.S. markets.”

Beyond the food, Chipotle is testing a number of equipment and technological improvements aimed at creating more opera-tional efficiencies. For example, the company is testing handheld POS terminals in some of

its Denver and Chicago restaurants. “It’s a chance to give great, personalized

customer service,” Ells said. Food with integrity and great customer

service are, in our opinion, a winning combi-nation.

— Valerie Killifer

Chipotle, Denver

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Page 6: Fast Casual Top 100 2007

Dec 2007-Jan 2008 / FAST CASUAL20

As our top performer in 2006, Panera Bread held strong this past year, ending 2007 with slightly more than 1,120 units and a third-quar-ter revenue increase of 35 percent. Comps were on the rise, as well, but at a modest 0.8 percent for the third quarter.

Despite the slight same-store sales increase, Panera shines on with its consistent products and solid customer base.

“What drives us is a constant delivery to consumers and what drives their needs,” said Panera Bread chief executive Ron Shaich.

If consumers need more Panera locations, they’ve got it. In June, the company acquired area development rights for markets in Illinois and Minnesota, and in October the company signed a deal with Delta Dough for 12 locations in the Memphis area.

And let’s not forget: Animal rights group PETA is now a share-holder.

This past year, Panera raised about $80,000 for breast cancer research and offered its Pink Ribbon bagel for the seventh year.

“Panera Bread is committed to serving the members of our local communities, many of whom have had their lives touched by breast cancer,” said Shaich. “We are honored to support a variety of organiza-tions fighting to find a cure for breast cancer.”

Panera Bread also supports charitable causes through its Opera-

tion Dough-Nation program. In its 14th year, the program contributes to the local community with both monetary and bread donations to local food pantries and hunger relief agencies.

Community involvement, revenue growth and a consistent product are why Panera Bread rises above the rest. — VK

There must be something in the water in Colorado. Home to this year’s No. 1 fast casual, Denver also has cultivated another top fresh-Mex brand. Created in 1995 under the name Z-Teca Mexican Grill, Qdoba continues to have a passionate following of customers seeking burritos and other customizable entrées made fresh to order.

Holding onto last year’s position, Qdoba continued a trend of solid growth. The brand, owned by Jack in the Box, opened more than 80 restaurants in a 12-month period and posted positive same-store sales in each quarter.

When it opened a location in Nampa, Idaho, Qdoba also passed a milestone — its 400th restaurant. But the chain isn’t content to rest on its laurels; it plans to open an additional 75 to 100 stores in the coming year.

Building on its repertoire of unique flavor combinations, such as Poblano Pesto and Warm Ranchera Sauce, Qdoba made some additions

to its menu in 2007, including a Chicken Mango Salad introduced for summer.

Customers have a new meat option to consider for their entrées: seasoned shredded pork. It may be paired with the new Ancho Chile Barbecue Sauce for the chain’s fifth signature burrito, the Ancho Chile BBQ Burrito. Both items are available in a number of other combina-tions.

In light of industry-wide attempts to provide more healthful din-ing options, in July Qdoba announced its nationwide implementation of frying oil with zero artificial trans fats per serving. Additionally, the chain anticipates zero artificial trans fats in menu items across the board by the end of 2007. — Michelle Avery

#2

#3

Panera Bread, St. Louis

Qdoba, Denver

Photo courtesy of Panera Bread

Page 7: Fast Casual Top 100 2007

FAST CASUAL / Dec 2007-Jan 2008 21

Buffalo Wild Wings continues to fly high as the chain wraps up its 25th year.

The chain recorded an increase in same-store sales of 8.3 percent for company-owned restaurants and an in-crease of 5.9 percent for franchised restaurants for the third quarter in 2007. The results continue a streak of positive comps that hasn’t been broken since the chain went public in 2003. Revenues for the chain topped $238 million for the first nine months of 2007, up 22 percent compared with the same period last year.

Highlights for the chain in 2007 also include a 2-for-1 stock split in June in the form of a 100-percent stock dividend, the company’s first-

David and Camille Rutkauskas used 2007 to continue to push Camille’s Sidewalk Café

into new markets across the United States. This past year, Camille’s entered the Massachusetts and Utah markets, and opened its first loca-tion in Puerto Rico.

Additionally, the brand entered the music biz with the launch of its own music CD featuring jazz saxophonist Grady Nichols. The CD is sold exclusively at Camille’s locations.

“Grady’s smooth sounds are a wonderful complement to the atmo-sphere at Camille’s,” said David Rutkauskas in August. “Because we do our best to blend good food and great service all in a relaxing atmo-sphere, Camille’s customers have learned that every dining experience truly does matter to us.”

The first McAlister’s Deli, created by a dentist and his sons, opened in 1989 in Oxford, Miss., in a converted gas station. The res-taurant quickly became a hit and garnered a number of requests for franchises.

McAlister’s menu, which is designed around products that don’t have to be cooked on traditional gas-fired stoves or fryers, features a variety of sandwiches, baked potatoes, soups, salads and desserts. Also featured are a number of vegetarian selections and the restaurant’s signature sweet iced tea.

McAlister’s opened 43 franchised restaurants in 2006 and is slated to open a total of 50 new restaurants in 2007. The company did more

than $255 million in sales in 2006 and is projecting sales of $325 million for 2007.

“We have a great group of franchisees who continue to grow and develop high-volume restaurants,” said Patrick Walls, chief develop-ment officer and senior vice president for McAlister’s Corporation. “Each year, they continue to raise the bar even higher in terms of sales and operations.”

Private equity firm Roark Capital Group, which operates concepts including Schlotzky’s Deli, Cinnabon and Moe’s Southwest Grill, acquired McAlister’s Deli in 2005. More than 220 McAlister’s locations are in operation around the country. — RS

With 107 operating locations and 900 in de-velopment throughout the world, Camille’s is set to establish a strong international presence. And with Camille’s leading the way, parent company Beautiful Brands International is one step closer to its goal of reaching $1 billion in revenue by about 2015.

Two things that make Camille’s so successful are its focus on healthy products and a targeted female demographic. With menu op-tions such as the Bangkok Thai wrap, Apple Walnut Tuna Salad, Paris Bistro Grilled Hot Wrap and Rustic Italian Pizza, Camille’s has set its offerings apart from the crowd and has stayed true to its core customer. That’s why this mover and shaker has shimmied from the 13 spot in 2006 to No. 5. — VK

ever national cable and network media buy and the addition of more than 30 new restaurants since the beginning of the

year.Buffalo Wild Wings restaurants feature a variety of menu

items including Buffalo-style chicken wings spun in one of 14 signature sauces. Dining rooms feature big-screen TVs show-

ing a mixture of sports and video trivia. Menu additions this year include Cheeseburger Dippers, a pulled pork sandwich and

Chocolate Peanut Butter Pie.There are currently more than 465 Buffalo Wild Wings

locations across 37 states. The company expects to grow to more than 1,000 locations nationwide. — Richard Slawsky

#4

#5

#6

Buffalo Wild Wings, Minneapolis

Camille’s Sidewalk Café, Tulsa, Okla.

McAlister’s Deli, Ridgeland, Miss.

Camille and David Rutkauskas

Page 8: Fast Casual Top 100 2007

Dec 2007-Jan 2008 / FAST CASUAL22

If the fast-casual movement is all about healthier menus, it’s no wonder Saladworks is among the front runners. (Of course, it was born in Philadelphia, ranked in one pole as 16th in the “most physically fit cities” category, which doesn’t hurt.)

The idea of serving only salads at a mall food court has caught on in a big way. Reviewers are publishing glowing recommendations for the restaurant, which was founded by chef John Scardapane. “Only at Saladworks have I ever felt as good about paying as much for a salad as I would any other meal,” wrote a reporter for the Mooresville, N.C.,

market. Because franchisees can jump on

board for as little as $213,000 at a mall location, expect this chain to pop up in your neighborhood soon. Just don’t call it a newbie. The chain first appeared as an independent in the Cherry Hills Mall 21 years ago, which makes it a fast-ca-sual veteran even before Wall Street analysts coined the term.

— Julie Sturgeon

After guests are greeted with a hearty “Welcome to Moe’s,” they choose from burritos, tacos, quesadillas and fajitas with pop-culture names such as Joey Bag of Donuts, Close Talker and Funk Meister. Each one is customizable with a choice of meat or protein: fajita steak, chicken, ground beef, grilled fish or tofu.

FOCUS Brands bought Moe’s from Raving Brands in August. Moe’s — with more than 360 units across the country — joined four sister brands that bring in more than $1 billion in system-wide revenue each year.

Embracing the online video culture, the chain hosted “Moe’s Video Nation” contest to promote the “Burrito in every hand” campaign. A quartet of rappers, “Notorious M.O.E. and Nacho Daddy,” secured the grand prize of burritos for life after receiving more than 11,000 views. — MA

Yogurt, smoothies and shaved ice for today’s generation must come with techno rap theme songs, ghost chairs, pebble floors and hanging lamps over the tables. But youth marketing has paid off in a big way — even characters on ABC’s “Ugly Betty” talk about eating at Pinkberry.

And its future looks even brighter. As a relative newcomer — Shelly Hwang and Young Lee established the company in January 2005 — the restaurant (now with about 32 locations in New York and L.A.) has built a regional Crackberry-like cult following strong enough to launch a dessert war. Folks in Los Angeles stand in lines snaking down the sidewalk just to get in their licks. And experts estimate that a single unit waits on more than 1,500 customers a day.

Pretty soon the country may have a chance to see what the com-motion is all about — in 2007, the chain landed $27.5 million from Starbucks founder Howard Schultz’s venture capital fund to explore the concept nationwide. Just don’t expect it to be marketed as frozen yogurt at this time — laboratory tests have determined the product doesn’t contain enough active yogurt cultures to call itself yogurt by either the National Yogurt Association or California laws. — JS

#10#9 Moe’s Southwest Grill, Atlanta

Pinkberry, Los Angeles

#8 Bruegger’s, Burlington, Vt.

#7 Saladworks, Conshohocken, Pa.

Brueggers Enterprises started in 2007 with 252 company-owned and franchised-stores, and ended the third quarter with 262 in 21 states. The bagel franchise also posted a 6.1 percent increase in sales for the third quarter, going from $39.1 million in 3Q, ’06 to $41.5 million in 3Q ’07, marking 14 consecutive quarters of comp growth.

Franchisees have development commitments for nearly 110 new bakeries over the next few years, including a 20-unit commitment in southeastern Florida. New bakeries also debuted in North and South Carolina, and expansion is expected to continue in new markets across the country.

In addition to launching a new line of soups, Bruegger’s branched out into the lucrative airport market in 2007, opening locations at Boston Logan International and Cincinnati/Northern Kentucky Inter-national. And Bruegger’s will open its first franchise bakery at Raleigh-Durham International airport in 2008.

“Airports are the natural evolution from a brand growth stand-point,” said Bruegger’s vice president of franchise development Chris Cheek. “Nontraditional locations are rapidly becoming hot commodi-ties in the fast-casual market.” — Richard Webster

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FAST CASUAL / Dec 2007-Jan 2008 23

#8 Bruegger’s, Burlington, Vt.

11. Shane’s Rib Shack, AtlantaThe name says it all: a down-home, finger-licking rib menu marketed under the catch phrase, “It’s gonna get messy.” No skinny Minnie spokespeople here — you get roly-poly Shane convincing folks to pig out at this Raving Brands’ concept. It aligns itself well with a tailgating party, flag-waving patriotic niche — and after five years it continues to strike a chord in new cities throughout the South.

12. Raising Cane’s, Baton Rouge, La. When he was 22, Raising Cane’s founder Todd Graves had an idea to develop a chicken finger restaurant geared toward the college crowd. He teamed with childhood friend Craig Silvey and opened the first Raising Cane’s in 1996, near the LSU campus. More than 65 Raising Cane’s locations are in operation.

13. Au Bon Pain, BostonAu Bon Pain started the bakery-café trend before it was cool, and continues to stake its claim on the fast-casual sub-segment. Found-

er Louis Kane opened the chain’s first location in 1978 after he was inspired while strolling through Boston’s Faneuil Hall Marketplace. The company has stayed true to its “The place of good bread” name and has grown to more than 255 locations throughout the United States and abroad.

14. Five Guys, Lorton, Va. Five Guys has exploded onto the scene with as much heat as a sizzling grill ready for action. Five Guys has consistently been voted “Best

Burgers” by readers of Washingtonian maga-zine, and was dubbed “the Willy Wonkas of burgercraft” by The Washington Post, mak-ing it this year’s burger chain to beat.

15. Which Wich, DallasWhat do you do when you’re bored with eating? CEO Jeff Sinelli (founder and for-mer CEO of Ghenghis Grill) made himself a sandwich and shared it with the country. No soups, no salads — just bread, meat and top-ping served in a bag that features customers’ doodlings. It’s an idea that has caught on big in Texas, with folks in Oklahoma, Georgia, Florida, Tennessee, South Carolina and even Iowa getting in on the act. 16. Einstein / Noah’s Bagels, Golden, Colo.Einstein Noah Restaurant Group Inc. fran-chised its flagship brand, Einstein Bros. Ba-gels, for the first time in 2007. Einstein Noah Restaurant Group also completed a public of-fering of 5 million shares of its common stock at $18 per share. Net proceeds of the offering totaled $83.7 million.

17. Freebirds World Burrito, College Station, TexasFreebirds World Burrito was purchased in 2007 by Tavistock Restaurants. Freebirds specializes in customized burritos and prides itself on its unique approach to the business, characterized by the tag line “It’s not normal.” Other menu items include quesadillas, tacos and salads. With the acquisition of Freebirds, Tavistock Restaurants owns nine distinct concepts, with 40 locations across the coun-try ranging from fast casual to fine dining.

18. Rubio’s Restaurants Inc., Carlsbad, Calif. Perhaps it’s the addition of seafood to create Baja dishes that keeps the menu fresh while competing against dozens of other players in

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Dec 2007-Jan 2008 / FAST CASUAL24

The quickest way to a customer’s heart may no longer be through his stomach; it’s through YouTube.

Viral marketing has taken hold of the fast-casual industry as an alternative to more traditional means of spreading brand awareness. From the legendary Carl’s Jr. $6 Burger viral video featuring Paris Hilton to Moe’s Southwest Grill’s “Burrito in every hand” campaign, videos quickly are becoming the medium of choice.

Posted on social Web sites such as YouTube and MySpace, videos are available for all to see and comment on, and, more importantly, to send to other potential viewers through e-mail. And unlike word-of-mouth marketing,

electronic viral marketing can infect thousands of users in seconds, depending on to whom the viewer chooses to send it and how often.

David Meerman Scott, author of “The New Rules of Marketing and PR,” said he’d never seen the Carl’s Jr. viral video until he learned about it through major news coverage.

“Now all of the sudden, mainstream media was talking about it and

made it famous. And that’s where viral can be the most successful,” he said. “Sometimes using something strange or controversial in order to get media exposure can be worth trying.”

— Richard Webster

Marketing trend of the year: Viral

this specialty niche. Wall Street isn’t terribly picky, as long as it continues to turn in the numbers: Third quarter revenue for 2007 rose 13.5 percent to $44 million while same-store sales rose 7.1 percent.

19. Café Express, Houston After Wendy’s International assumed 100-percent control of the bistro concept in Feb-ruary, it sold Café Express back to Schiller

Del Grande Restaurant Group in July. The company is looking to bring back menu items from the past, including more desserts, and having greeters in the dining room.

20. Zaxby’s, Athens, Ga. Childhood friends Zach McLeroy and Tony Townley founded Zaxby’s in 1990 after decid-ing their hometown of Statesboro, Ga., lacked quality chicken joints. They opened the first Zaxby’s on the campus of Georgia Southern University with a menu that featured Buffalo

wings, chicken fingers, salads and dipping sauces with names such as Wimpy, Tongue Torch, Nuclear and Insane.

21. Corner Bakery Café, DallasSigning its first franchise partner in May, Corner Bakery Café has experienced a year of expansion. Agreements were inked for stores in New Jersey, Philadelphia, Colorado, Utah, Texas, Arizona and New Mexico. By 2011, the chain plans to triple its number of stores to 300, half company-owned and half fran-chised.

22. Jason’s Deli, Beaumont, TexasJason’s Deli went green in 2007. Two so-lar-powered locations opened in Austin and Beaumont, Texas, and according to Jason’s Deli officials, the new system prevents 14,200 pounds of carbon dioxide from being released into the atmosphere per year, the equivalent of emissions from 435 cars. Jason’s Deli oper-ates 170 locations throughout Texas and 12 other states.

23. Daphne’s Greek Café, San DiegoDaphne’s hopes to do for Greek what Chipo-tle has done for Mexican cuisine. With 75 locations throughout Arizona, California and Colorado, it’s off to a great start. The chain recently rolled out its new design concept, which features a greater use of natural light;

cozy, inviting booths; and warm colors and fabric.

24. Planet Smoothie, Atlanta Planet Smoothie may not be your typical fast-casual, but its focus on the environment and a recently announced expansion plan are sure to help shape the chain’s future. The door is open for Planet Smoothie, a Raving Brand concept, to step into the limelight.

25. Spicy Pickle, Denver Founders Tony Walker and Kevin Morrison have done for the pickle what it took an en-tire Mexican restaurant niche to accomplish

with its chili pepper symbol. But good food alone isn’t the only newsworthy aspect of this sandwich chain — it raised $1.74 million

Page 11: Fast Casual Top 100 2007

FAST CASUAL / Dec 2007-Jan 2008 25

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with its IPO in September 2007 in an econo-my when Wall Street wasn’t always kind to restaurants.

26. Boudin SF, San Francisco

Good sandwiches start with delicious bread, but fast-casual winners know when to jump from just the basics to a meal. Boudin’s mo-ment came May 11, 2005, when it rose to the marketing challenge by opening a 26,000-square-foot flagship facility at Fisherman’s Wharf. Sure, it still bakes bread, but now it’s

no longer just a San Francisco tradition.

27. CPK ASAP, Los AngelesCalifornia Pizza Kitchen added 24 new full-service domestic and international locations in 2007, including its first in South Korea. The new restaurant, located in the financial district of Seoul, is tri-level and seats approxi-mately 200 people. California Pizza Kitchen Inc. also operates one of the few successful cross-segment restaurants, it’s fast-casual ASAP brand with 26 locations.

28. Offerdahl’s Café Grill, Weston, Fla.Going into its eighth year in 2008, Offerdahl’s Café Grill owner John Offerdahl said he be-lieves the company is finally prepared to cau-tiously grow after spending the past several years perfecting their business. Offerdahl and his wife, Lynn, had achieved success in 1995 with the Offerdahl’s Bagel Gourmet concept, now known as Einstein Bros. Bagels.

29. El Pollo Loco, Irvine, Calif.Founded in Mexico in 1975, “The Crazy Chicken” is known for its flame-grilled, citrus

marinated chicken. With more than 380 res-taurants based mostly on the West Coast, the chain is seeking to expand into the Northeast. Two restaurants are open in New England, with a total of 25 planned.

30. Focus Brands, AtlantaIt’s been quite the year for Focus Brands, a subsidiary of Rourk Capital Group. The company completed its acquisition of Moe’s Southwest Grill in August and now operates 2,100 combined Carvel, Seattle’s Best Coffee, Cinnabon, Schlotzsky’s Deli and Moe’s lo-cations. Looks like Focus Brands president Steve Romaniello is one step closer to his goal: five brands, 5,000 units.

Page 12: Fast Casual Top 100 2007

Dec 2007-Jan 2008 / FAST CASUAL26

Menu item of the year: Chili PeppersIf a chef referred to peppers 20 years ago,

everyone would have understood he was talking about the bell variety. But that’s no longer the case.

Today, a conversation about peppers could include dozens of varieties — from ancho to chipotle to poblano — that have become common cooking ingredients in recent years.

The popularity of bold-flavored peppers is heating up for a variety of reasons, but foremost is the rising popularity of Mexican and fresh mex cuisine.

“What Mexican cuisine has really brought to America is an education on what each of those chilies are and what flavors they impart,” said Ted Stoner, director of strategic product development for Denver-based Qdoba.

Even restaurants that don’t serve such cuisine are beginning to adopt south-of-the-border cooking techniques, such as the liberal use of peppers as a seasoning ingredient beyond the basic chili powder. Qdoba recently introduced an ancho chili barbecue sauce, and our top mover and shaker, Chipotle, marinates its beef, steak and chicken products in chipotle adobo seasoning.

“We’ve always just seen chilies as chili powder, which is a dried blend not specific to a variety of chili,”

Stoner said. “The use of more specific varieties of chili is going to be big.”

In our opinion, it already is. — Richard Slawsky

31. Penn Station East Coast Subs, CincinnatiWhen a Midwestern boy creates a restaurant concept, you can bet it will revolve around the heartiest of sandwiches: the Philadelphia cheesesteak. OK, so what’s new about that? Nothing — because Penn Station has been around since 1987, so its 182 units represent the standard everyone else has to chase.

32. Wolfgang Puck Express, Beverly Hills, Calif.If you’re already supporting the white-linen Spago and the more casual Wolfgang Puck Grand Café concept, why waste this energy and recipe development? Certainly this celeb-rity chef is no fool — he rolled out Wolfgang Puck Express franchisees to complete the res-taurant domination.

33. Pei Wei Asian Diner, Scottsdale, Ariz.

Asian fine-dining chain P.F. Chang’s China Bistro founded Pei Wei Asian Diner in 2000. The chain offers made-to-order Asian items influenced by the cuisines of Korea, China, Japan, Vietnam and Thailand. Popular menu

items include Kung Pao Chicken, Pad Thai, salads, spring rolls and crab wontons.

34. Wildflower Bread Co., Scottsdale, Ariz.In addition to natural ingredients, this chain relies on touches such as custom color schemes to make each unit blend with its neighborhood. Wildflower also challenges the fast-casual model by delivering food to the table, a la McAlister’s Deli.

35. Bear Rock Café, Cary, N.C. Bear Rock Café was looking to expand its breakfast and lunch-dominated menu in 2007, so the 38-unit chain created a wide variety of chef-created dinner entrees, including meat-loaf marsala, fire-grilled chicken pomodoro and grilled mahi mahi. “Our brand has never been just a sandwich shop,” said Deneen Nethercutt, Bear Rock’s VP of marketing.

36. Wahoo’s Fish Tacos, Santa Ana, Calif.Are Americans burnt out on the fresh Mexican concept as we know it? The Wahoo brothers think so, so they’ve mixed Mexican with Bra-zilian and Asian ingredients, then tossed in a cup of surfer dude culture to create this fast-casual contender.

37. The Counter, Santa Monica, Calif. When Oprah recommends you and GQ lists your restaurant as one of “The 20 hamburg-ers you must eat before you die,” who needs dozens of units to consider yourself a fast-casual success? Who wouldn’t want to build a burger from 10 different cheeses, toppings

that include grilled pineapple, 17 sauces and several bread choices to top it off.

38. Fuddruckers, Austin, TexasWhen food becomes blasé, take a page from Fuddruckers and plaster your Web site’s home page with fund raising information. This hamburger genius is doing well by doing good — and by understanding how younger generations interact with the Web, loading its site down with lots of action, sound and hip conversation.

39. RedBrick Pizza, Palmdale, Calif.Former Little Caesars franchisees Jim and Lynn Minidis founded RedBrick Pizza in 2000. RedBrick offers gourmet pizzas baked in gas-fired brick ovens — in three minutes — for $7 to $9. Restaurants also sell 12 flavors of gelato made fresh daily in-house. Minidis has set a goal of growing RedBrick to 12,000

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units by 2016, but a series of franchisee law-suits may slow the chain’s growth in 2008.

40. Back Yard Burgers, Memphis2007 was a year of change for Back Yard Burg-ers as it merged with BBAC LLC, a private equity group. The merger was valued at $38 million and raised the value of Backyard Burg-er stock from $5.05 per share to $6.50. As a result of the merger, Back Yard Burgers com-mon stock will no longer trade on the NAS-DAQ Capital Market.

41. Great Harvest Bread, Dillon, Mont.Founded in 1976 in Great Falls, Mont., Great Harvest Bread describes itself as a “freedom franchisor,” providing franchisees the tools to be successful while giving each one the chance to individualize the concept. The company, at 206 locations, says it receives about 6,000 franchise requests per year and is on tap to surpass $90 million in sales in 2007.

42. California Tortilla, Rockville, Md.California Tortilla started 2007 with 21 stores and expected to finish with 36 units. Sys-temwide sales rose from $19 million in 2006 to $29 million in 2007 as California Tortilla expanded for the first time out of the Wash-ington, D.C./Maryland/Virginia area and into Florida and Pennsylvania. After 12 years in operation the chain plans to run its first mass-media campaign in 2008.

43. Baker Bros. American Deli, DallasBaker Bros. American Deli signed three fran-chise agreements in 2007 to expand brand reach by 13 units throughout Texas and South Carolina. Baker Bros. currently operates eight company stores in Dallas with about 20 fran-chised stores open or in development in Las Vegas, Texas, Arkansas and California.

44. Sandella’s Flatbread, West Redding, Conn.Ohio, Virginia, Nevada and Illinois are just a few of the markets Sandella’s has expanded into in 2007. The chain, launched in 1994, uses college and university campuses as one method to expand the brand, and operates close to 140 locations with 200 more in devel-opment.

45. Panda Express, Rosemead, Calif.With more than 1,000 restaurants in 37 U.S. states, Puerto Rico and Japan, Panda Express far outstrips its counterparts in the fast-casual Asian segment. The chain had its beginnings

in food courts at malls, airports, supermarkets and college campuses; in 2004, it began open-ing standalone units with drive-thrus.

46. Farmer Boys, Riverside, Calif.Farmer Boys expanded its healthy food of-ferings when it introduced three new made-to-order chicken salads in September. Earlier in the year, Farmers Boys also expanded its breakfast menu by adding the Farmer’s Go Bowls. Farmer Boys Food Inc. operates or franchises 59 restaurants in Southern Califor-nia with additional locations opening in the Central California Valley and Las Vegas.

47. Atlanta Bread Company, Smyrna, Ga. Atlanta Bread Company used 2007 to test-drive several new sandwich offerings fea-turing ciabatta bread and menu items that appeal to “grown-up tastes,” including the Bistro Chicken Press, Steak Bleu Salad and Peach Tea. The bakery-café also dipped into flavors from Latin America and the Caribbean with the Cubano Panini, Salsa Fresca Salmon Salad, Baja Chicken Enchilada Soup and Key Lime Pie.

48. Jimmy John’s, Champaign, Ill.In 2007, Jimmy John’s welcomed 133 new fran-chise locations, making its current total 610 corporate and franchised-owned locations in more than 37 states throughout the U.S. Jimmy John’s Gourmet Sandwich Shops was founded in 1983 by 19-year-old Jimmy John Liautaud in a converted garage in Charles-town, Ill.

49. Starbucks, SeattleIs there no end in sight to the coffeehouse’s popularity? Maybe. Despite coffee’s continued popularity, Starbucks recently lowered com-pany projections for 2008, citing an increase in dairy costs and an economic slowdown.

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Tech trend of the year: POS integrationDTT Surveillance sold its 20,000

integrated surveillance solution in 2007, a year that saw POS integration grow from back-office tracking and ordering to restaurant supervision — all handled from anywhere in the world.

While online ordering continued to make its mark on the industry, POS integration emerged as one of the year’s most talked about trends. Programs launched this year enable single or multiunit restaurant operators to view real-time video of operations, employee time and attendance data, and temperature, weather and traffic information for each of their locations.

“I just see integration coming into more parts and pieces as a way to share information from one system to another,” said Dan Linker, director of support services for Louisville, Ky.-based QSR Automations.

And integrated surveillance solutions now can pinpoint specific point-of-sale transaction detail, thanks to the transformation of recordings from VHS to DVR.

“That really transformed the industry because now you can search for a void or you can search for a $100 bill, and not only find the data of that, you can also see the

video,” said Sam Naficy, DTT co-founder. — Valerie Killifer

50. Steve Ells, Chipotle CEO, DenverSteve Ells graduated from the University of Colorado with a degree in art history, going on to study at the Culinary Institute of Amer-ica. He got his first taste of Mexican cooking at Stars restaurant in San Francisco, and in 1993 borrowed money from his father to open Chipotle. From the beginning, Ells’ motto was “Food with Integrity.” Chipotle was the first restaurant chain to serve free-range pork, and in November 2007 became the first chain to announce it no longer would serve cheese made with milk from cows treated with syn-thetic growth hormone.

51. Quiznos, Denver It’s been a year of ups and downs for the more than 5,000 unit Quiznos brand. With a string of franchisee lawsuits possibly behind it (ap-peals are likely), perhaps the sandwich chain can finally move forward.

52. Fresh City, Needham, Mass. Fresh City offers something many fast-casual concepts don’t: customer serving stations that offer everything from soups and salads to Asian-inspired noodles. With a focus on fresh (hence the name), Fresh City serves meat products free of added hormones and anti-biotics. It also signed a 40-unit development deal for locations in Maryland, Virginia and the District of Columbia.

53. Camille and David Rutkauskas, Tulsa, Okla. When David and Camille in 1996 launched Camille’s Sidewalk Café in a back corner of Tulsa’s Woodland Hills Mall, the couple had no idea of where the concept would lead. More than 10 years, nearly $100 million in sales and 100 locations later, the couple may finally know. Camille and David no doubt found their secret to success: Beautiful Brands International, the company they founded to grow their flagship Camille’s and launch sev-eral other concepts, including Coney Beach and FreshBerry.

54. Go Roma,Warrenville, Ill.Since opening in 2004, Go Roma has grown to eight units. Offerings include artisan piz-zas, gourmet salads and a host of pasta dishes. Customers can order wines from Italy and California, as well as domestic and imported bottled beers.

55. Coffee Bean & Tea Leaf, Los AngelesCoffee is the hip food these days, as is taking it to an international audience. This year, Coffee Bean & Tea Leaf announced it has become the largest retailer certified by the Green Restau-rant Association, which could be considered a direct challenge to its competitors.

56. Caribou Coffee, MinneapolisCaribou Coffee opened 16 new coffeehouses between October 2006 and October 2007, and saw significant growth in so-called “other sales,” which include grocery, club coffeehouses and other commercial accounts. And with a newly signed iced-beverage agreement with Coca-Cola, the future looks bright despite the resignation of Caribou’s former CEO Michael Coles in November.

57. zpizza, Laguna Beach, Calif. Zpizza has the fast casual lingo down pat, describing its pizza crusts as made from Montana winter wheat, hand-thrown and fire-baked. Toss in organic tomato sauce, MSG-free pepperoni and additive-free sau-sage, and America is willing to give it a shot.

58. Tropical Smoothie Café, Destin, Fla. To celebrate the beginning of summer, the café proclaimed June 21 as National Flip Flop

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FAST CASUAL / Dec 2007-Jan 2008 29

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Day — one of many “anniversaries” the com-pany likes to promote. While smoothies are the cornerstone, the café also offers wraps, sandwiches and salads.

59. Noodles & Co., Broomfield, Colo. Noodles & Co. completed a recapitalization of its business in 2007 as part of a long-term plan to grow the business to more than 500 restaurants over the next five to seven years. Noodles & Company operates 151 restaurants, 123 of which are company owned.

60. Rising Roll Gourmet, Atlanta Embracing a strategy of careful growth, Ris-ing Roll has 12 locations, four under construc-tion and another 36 sold. With 73 items on the menu, the company boasts that there’s truly something for everyone. Chicken, tuna, egg, pasta and potato salads are made fresh daily and served on large French boules.

61. O’Naturals, Portland, Maine From the creators of the Stonyfield Farm nat-ural yogurt brand comes this organic-based fast-casual concept. The company announced in June a partnership with Compass Group to make franchised O’Naturals kiosks and res-taurants available to corporations, hospitals, colleges, universities and other contracted lo-cations managed by Compass

62. Kahala Corp., Scottsdale, Ariz.Kahala Corp. expanded its reach in 2007 when it merged with Cold Stone Creamery, one of the fastest-growing ice cream concepts in the United States. The combined company, now named Kahala-Cold Stone, oversees 13 diversified brands that generate more than $1.1 billion in systemwide sales in partnership with more than 3,000 franchisees and more than 4,600 retail locations.

63. Salsarita’s Fresh Cantina, Charlotte, N.CSalsarita’s Fresh Cantina is definitely riding

the fresh-mex wave. Charlotte, N.C.-based BRV Inc., led by Bruce Willette, founded Salsarita’s in 2000. Since then, the company has grown to more than 75 units around the country. Salsarita’s menu features an assort-ment of burritos, tacos, enchiladas, salads and a host of other fresh-Mex choices.

64. The Loop Pizza Grill, Jacksonville, Fla. As the parents of three children, Mike and Terry Schneider brainstormed on how they could serve families like theirs. Mike said their starting point was simple: “We asked ourselves what foods we liked, and then we asked if these were things families with chil-

dren the same age as ours would like.” The result was a limited-service concept that blended gourmet pizzas, burgers, sandwiches and salads.

65. Quantified Marketing Group, Heathrow, Fla. Led by founder and CEO Aaron Allen, Quanti-fied Marketing Group’s client roster includes Franktitude, Extreme Pita and Vamanos Ta-queria. Quantified’s list of services spans from restaurant public relations to décor, concept development and business planning. Allen founded the company in 2001 in his two-bed-room apartment. Today, the company boasts more than 30 employees.

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66. Fatburger, Santa Monica, Calif. International growth was the name of the game for Fatburger in 2007. During the year, the chain opened its first location in China and several more in Canada. The concept also signed an agreement to develop three Fatburger locations in the United Arab Emir-ates.

67. Pick Up Stix, San Clemente, Calif.Charles Zhang, a Chinese immigrant who ar-rived in the United States in 1982, opened the first Pick Up Stix restaurant in 1989 in Ran-cho Santa Margarita, Calif. Zhang developed recipes and sauces using traditional Asian food and adapting it to American tastes by re-ducing the oils and adding wine, vinegar and soy sauce. Carlson Restaurants Worldwide Inc. acquired Pick Up Stix in 2001.

68. Pat & Oscar’s, San DiegoPat & Oscar’s went through a restructuring process in 2007 with an eye on expansion. Early in the year, Pat & Oscar’s announced the opening of two new locations in San Di-ego and its goal of opening up to six new lo-cations by the end of the year. It also rolled

out its first organic dishes to go with its 100 percent trans-fat-free menu.

69. Firehouse Subs, Jacksonville, Fla.Firehouse Subs expanded its brand into the Ohio Valley Region and the Southwest in 2007. West Coast natives Mark and Jennifer Cowan are overseeing development of the Las Vegas territory, a deal that will bring 25 fran-chises to the area over the next five years.

70. Cosi Sandwich Bar, Deerfield, Ill. The look and feel of Cosi Sandwich Bar was inspired by a small Parisian café — a warm

and inviting spot where people would go for coffee, spend time with each other and, of course, enjoy a great sandwich. The restau-rant takes its name from the opera “Così fan tutte,” a favorite of the original owner.

71. Amazon Café, Philadelphia Sixteen varieties of smoothies feature ingre-dients such as fresh fruit, juice, coffee and Ghirardelli chocolate. Perhaps more surpris-ing are the 19 different soups available, ev-erything from Portobello Mushroom Barley to Rosemary Chicken Dumpling to Chipotle Black Bean with Lime.

72. Scooter’s Coffeehouse, Omaha, Neb.Scooter’s opened its first unit in the Dallas/Ft. Worth area in May 2007 and operates more than 57 locations overall. Scooter’s coffee is so good, it’s been named “Best Coffee in Wyan-dotte County (Kansas)” and in 2006 received the Omaha Chamber of Commerce’s Emerg-ing Business of the Year award.

73. Baja Fresh, Thousand Oaks, Calif.Cinnabon franchisee David Kim’s $31 mil-lion purchase of this fresh mex chain from

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Wendy’s in November 2006 is shaping up to be the story of the decade. Using tools such as Mindshare and Service Intelligence, the new crew is harvesting up-to-the-minute cus-tomer feedback, added desserts and salads, and is working on a new store prototype that encompasses a smaller footprint.

74. Zoup!, Ferndale, Mich.According to its own press, Zoup is to the soup category what Panera is to the bakery-

café and Qdoba to fresh burritos. It’s creating and capturing a dining market segment that didn’t previously exist, officials claim. Well, with 12 units in six

years, that may be a bit overreaching, but the foundation for growth is certainly in place.

75. Schlotzsky’s Deli, Austin, Texas The unusual name of Schlotzsky’s is famil-iar to customers in 35 states and six foreign countries. When the company opened in 1971, one sandwich was available in one size. The menu has expanded to include not only doz-ens of sandwiches, but also panini, gourmet pizzas, wraps, baked potatoes and salads.

76. Wingstop, Richardson, TexasHow do you get a man’s attention in a catego-ry that pushes health food? You take the sure-fire Texas cowboy route: serve buffalo wings as a main course, and use pitchman Troy

Aikman of the Dallas Cowboys. It’s working: Wingstop just celebrated its 17th consecutive quarter of comp store increases.

77. Fazoli’s, Lexington, Ky.Fazoli’s used 2007 to concentrate on a store and food redesign. The chain unveiled a bright, open new look along with a new menu that rolled out April 30 to all locations. Fazo-li’s introduced its new “Aaaahtalian Menu,” featuring four “Italian Market” salads, Meat Lasagna and Rigatoni Romano. Fazoli’s has

313 restaurants in 31 states

78. Bar-B-Cutie, Nashville Opened in 1950, the barbecue chain has 13 lo-cations and is poised for expansion. In July, the company announced it had finalized agree-ments for more than 200 locations, including up to 55 in Dallas/Ft. Worth, Texas.Unlike most of its fast-casual counterparts, Bar-B-Cutie serves customers through drive-thru, as well as dine-in, take-out and catering.

79. Mad Greens Inspired Eats, Centennial, Colo. Given the Denver Chamber of Commerce

Emerging Business of the Year Award in 2007, Mad Greens has a healthy future. The chain has grown from three to seven locations and is three away from its goal: 10 eateries along the Colorado Front Range (including the Fort Collins, Denver and Colorado Springs cities) by the end of 2008.

80. Desert Moon, Valley Cottage, N.Y.Unlike other fresh-Mex concepts, this one bloomed in New York. The chain touts a 100-percent natural, preservative-free menu pre-pared with few fatty oils and without frying. It also seeks to be as close to full service as

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possible, serving meals on ceramic plates in-stead of wrapped in foil.

81. The Habit, Santa Barbara, Calif.When Brent Reicherd was 16 years old, he ap-plied for his first job at a Santa Barbara, Ca-lif., hamburger stand called The Habit. Four years later, in 1980, he and his brother bought the stand. Although it took 18 years for the brothers to open their second unit, now more than 20 locations are in central and southern California.

82. Extreme Pita, OntarioTen years ago, this Canadian concept filled a niche in the restaurant industry, offering a 2,000-year-old staple — the pita — as a healthy alternative to fast food. And it seems to be working. More than 200 Extreme Pita restaurants are operating in the United States and Canada, and the company plans to have 500 open stores by the end of 2010.

83. Genghis Grill, DallasGuests at Genghis Grill build their bowls by choosing meats, spices, vegetables and sauces

from Khan’s Kitchen — a food bar featuring an array of ingredients — then bring them to a massive circular grill where “grill masters” cook the food, stirring it with long wooden sticks. The concept, founded in Dallas in 1998, has 17 locations, with an additional five slated to open by the end of 2007.

84. Peet’s Coffee & Tea, Berkeley, Calif.Alfred Peet started Peet’s Coffee & Tea in 1966 in Berkeley, Calif. The original Berkeley loca-

tion is known as the “grandfather of specialty coffee” and served as the inspiration for its Se-attle-based rival. Sadly, Peet died in August at the age of 87, but his industry lives on.

85. FireFresh BBQ, Louisville, Ky.Firefresh BBQ, based in Louisville, Ky., took its first step outside of the Bluegrass State in 2007 when it opened its seventh location in Troy, Mich. It also broadened its menu, roll-ing out new selections such as hand-breaded chicken tenders and a steak burger. Several additions are expected in 2008.

86. Organic To Go, San Diego, Calif.Organic To Go went public in February fol-lowing a reverse merger. OTG also worked hard in 2007 to extend its reach, purchasing four bakery-café operations in and around the San Diego area. The effort paid off as the company has grown from 13 to 25 locations nationwide.

87. SanSai Japanese Grill, Glendale, Calif. Restaurateurs Dan Burns and Yon Suk Lipsky founded SanSai in 2002. Menu items include miso soup, tempura, fresh salads and grilled teriyaki salmon. A majority of its 15 locations are in California, but the company has opened two in Missouri — making the trip less of a haul for those of us in the Midwest.

88. Wild Noodles, Scottsdale, Ariz.There’s more to pasta than the traditional alfredo and tomato sauces, but if it makes you happy, Wild Noodles will serve it Italian style, too. What you can’t do is go wrong with a franchise here, officials say — they love to point to the fact this restaurant has one of the best sales-to-investment ratios in the indus-try. 89. Franktitude, MiamiFranktitude embarked on a franchise-expan-sion plan in the summer of 2007, with the sale of its first franchise near Miami. Franchisees can choose from three types of sites, retail space in shopping plazas, freestanding sites or a non-conventional setup such as a kiosk or mobile unit.

90. PJ’s Coffee, AtlantaThe first PJ’s location was opened by Phyllis Jordan in 1978 in the University neighbor-hood of New Orleans. More than 10 years later, the first franchised location opened in Mandeville, La., and in 2003 Atlanta-based Raving Brands bought the concept. There are more than 50 PJ’s locations in the United States, primarily in the Southeast.

91. Dagwood’s Sandwich Shoppes, Clearwater, Fla. Dagwood’s executive chef, Emeril Lagasse-trained Geoffrey Rhodes, along with Blondie

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creator Dean Young, have created what the chain believes are “the greatest sandwiches on the planet.” Dagwood’s is the brainchild of Young and marketing executive Lamar Berry, who serves as Dagwood’s CEO.

92. Mooyah Burgers & Fries, Plano, TexasRich Hicks, founder of the fast-casual con-cept Tin Star, and Todd Istre, founder of the Boudreaux’s Cajun Kitchen and Taters Koun-try Kitchen, debuted Mooyah Burgers & Fries in Plano, Texas, in April. Since then, the part-ners have opened two more Texas locations, with a fourth on tap for December 2007.

93. Coney Beach, Tulsa, Okla. Coney Beach opened its first location in Tul-sa, Okla., in July. Three months later, its par-ent company, Beautiful Brands International, announced an agreement to expand the brand into parts of Florida and into regions of the Middle East, including Bahrain, Kuwait, Oman, Qatar, Saudi Arabia and the United Arab Emirates.

94. Starwich Salads & Sandwiches, New York City Two friends and long-time chefs launched Starwich in 2004 to bring five-star quality and variety to a broader audience. Starwich uses overstuffed leather couches, ottomans and coffee tables in its dining room for a lounge-like atmosphere it calls the “Starwich Living Room.”

95. Yovana, Salt Lake City

A branch of TCBY, Yovana serves fresh yo-gurt, frozen yogurt, smoothies and drinkable blends. Healthy toppings include fresh fruit, organic granola and cereals, while hot fudge, caramel and nuts are available to satisfy a sweet tooth. The concept is one of several that opened in 2007 in the area of frozen yogurt.

96. Vapianos, McLean, Va.American fast casual meets European eatery with a high-tech twist. Here, it’s not enough to order fire-roasted pizzas, pastas and gour-met salads — diners with a penchant for the future will love ordering with their chip card instead of at the counter.

97. Tahitian Noni Express, Tokyo, JapanThis newer player is a sister company to Tahi-tian Noni International, the global, research-driven products company that was born to promote the health benefits of the noni plant. Japanese businessmen jumped into the fast-casual game with just one café in Toyko, but quickly realized the concept had internation-al promise. Eleven company-owned cafés are scattered around Japan, the United States, Taiwan, Brazil and Germany.

98. FreshBerry, Tulsa, Okla. Beautiful Brands International launched FreshBerry in May, and expects to open the first unit in Tulsa, Okla., by the end of 2007 or the beginning of 2008. The anchor of the FreshBerry menu is an all-natural yogurt in addition to fresh, natural fruit smoothies.

99. Village Burger Bar, DallasWhere else can you affordably enjoy a ba-con, avocado and blue cheese burger, paired with the martini of your choice? As of now, there’s only one location in Dallas although we’re hoping there will be plenty more in the future.

100. SuperMex, Long Beach, Calif. In 1974, Manuel and Socorro Orozco opened the first Super Mex Restaurant in Long Beach, Calif. The modest restaurant would become known for its “super mex” burritos and salsa. The chain is currently full-service only, but president Steven Kishi recently said the company’s is primed to enter the fast ca-sual market.

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