Video: Why fast casual continues to steal casual-dining customers

The fast casual industry has grown by 600 percent over the past 15 years, and that’s because it understands the secret to attracting and keeping customers, Gerry O’Brion said during a 15-minute talk he gave at October’s Fast Casual Executive Summit in Miami.

"You’ve got to find a way to give customers more of what they want; less of what they don’t," a mantra, the fast casual industry has used to steal market share from the casual dining industry.

For example, the average check at Chipotle is $11.30, while the average check is $12.42 at Applebee’s. That means people are willing to pay almost as much for a fast casual experience as they are for the full-dining experience at Applebee’s. The reason, according to O’Brion, is that if you give people a lot of things that they don’t want, they will subtract from your value equation. If you give them what they want, however, they add to your value equation.

"You give me bad service, I deduct. You make me pay a tip, I deduct. You make me wait for my water, I deduct. You give me uninspired food, I deduct," O'Brion said. "With Chipotle, you are there adding it back, adding it back."

Watch the video to learn more from O'Brion on how to build a successful brand.

Editor's note:O'Brion gave one of four 15-minute discussions that will be featured on FastCasual.com over the next four Fridays.