Fast food aspires to 'fast casual'
from The Wall Street Journal
In the hope of appealing to more-sophisticated consumers, fast-food chains are moving beyond simple cheeseburgers and tacos, adding fancier ingredients such as portabella mushrooms, citrus-herb marinated chicken and pepper bacon. The move is driven by a growing foodie culture as well as the success of chains like Chipotle Mexican Grill Inc. and Panera Bread Co., a category known as "fast casual," where customers still order at a counter but are paying for something up a notch from a burger, fries and a shake.
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