Fresh to Order Aims to Create New Category: Fast Fine
An eight-store franchise deal in Orlando is the first for Fresh to Order, which has 10 corporate-owned units and began franchising in 2011.
The founder, Pierre Panos, said he’s aiming to create a new category of dining called “fast fine,” which he says is “two notches above” the fast casual sector that’s the darling of restaurant investors today, led by Five Guys, Chipotle and others.
“I think fast fine dining is going to be the next great growth spurt,” said Panos, CEO of QS America, Fresh to Order’s parent. “We want to get it served in under 10 minutes, for under $10.”
Panos founded Stoney River Legendary Steaks, ultimately selling it in 2000 to a publicly traded firm. He said he finds his new ideas by traveling often and keeping his eyes open. “I’m a student of the market, and I see what’s out there,” Panos said.
Panos became a Papa John’s franchisee several years ago in order to study how to create the best franchise system, and used what he learned there while developing Fresh to Order.