Zoë’s Kitchen is a successful restaurant in a new segment of a matured restaurant market. This company creates an at home atmosphere for the consumer to give the perception of an at home meal. There are a lot of competitors within the market and for just this company alone. Though, Zoë’s is differentiated enough as a whole to not actually have a true competition. There are upcoming threats in the fast-casual market from fast-food chains entering the market through mergers and adding healthier foods to the menus. The purpose of this analysis is to inform and forge a conclusion of what this company should do about its future.
It is with reason to think this company needs to expand or do something to keep its current competitive advantage. Otherwise in this growing market the company will fall to far behind the larger restaurant chains that are gaining substantial interests in this new market.
Zoë’s kitchen was a natural extension of Zoë Cassimus’s own kitchen. It was a place livened by her love of family and warm hospitality. Marcus and Zoe opened the first restaurant in Homewood, Alabama, in 1995 only serving lunch 5 days a week. By Dec, 2005 there were 16 locations in 5 states. The menu included a healthy selection of receipts that were carefully created from scratch, which produced the freshest food and also promoted good health. Her son John took it from a single family restaurant into one of the leading concepts in the fast-casual restaurant industry. This fast-casual dining classification was the newest segment to emerge in the maturing industry.
John Cassimus, president, CEO and son of Marcus and Zoe Cassimus, graduated from the University of Alabama in 1990 as a four time football letterman. Once graduated he worked as a financial partner ...