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©Technomic, Inc., The Top Emerging Chain Concept Report


Table of Contents

Introduction

Introduction

Executive Summary

Emerging Chain Concept Overview

Composition by Segment

Breakdown of Top Emerging Chains

Exhibit 1: Breakdown of Growing Concepts by Segment Number of Concepts by Segment

Exhibit 3: Emerging Chains (by Alpha)

Cluster Analysis

Exhibit 4: Cluster Unit Totals (LSR and FSR) and Percentage Change - vs.

Exhibit 5: Full-Service Cluster Growth

Exhibit 6: Limited-Service Cluster Growth

Full-Service Concepts

Exhibit 7: Growth of Full-Service Concepts Ranked by Units

Exhibit 8: Growth of Full-Service Concepts Ranked by Units

Full-Service Cluster Growth

Exhibit 9: Full-Service Cluster Growth

Varied-Menu Restaurants

FSR Seafood Restaurants

FSR Specialty and Ethnic Concepts

Limited-Service Concepts

Exhibit Growth of Limited-Service Concepts Ranked by Unit Count

The Quick-Casual Sub-Sector

Exhibit Breakdown of Quick Casual Concepts vs. All Concepts

Exhibit Number of Quick Casual Concepts by Cluster

Exhibit All Quick Casual Concepts by Cluster

Limited-Service Cluster Analysis

Exhibit Limited-Service Cluster Growth

Bakery Cafés

Sandwich Concepts

Beverage Concepts

Limited-Service Specialty Concepts

The LSR Italian/Pizza Sector

LSR Barbecue Concepts

Beyond Restaurant Concepts

Exhibit Growth of Beyond Restaurant Concepts Ranked by Unit Count

Looking Forward

Appendix A: Concept Profiles A-1

Appendix B: ConcepTrac News B-1

Appendix C: Concept Listing by Segment in Alphabetical Order C-1

Appendix D: Concept Listings by City/State D-1

©Technomic, Inc., The Top Emerging Chain Concept Report


Introduction

©Technomic, Inc., The Top Emerging Chain Concept Report


Introduction

Technomic Information Services’ Top Emerging Chain Concept Report identifies small chains that

exhibit substantial growth potential. Although it would be impossible to cover the entire emerging chain arena,

this report features up-and-coming restaurant and foodservice chains that Technomic Information Services

believes are driving many of the industry’s latest trends and represent the leading emerging concepts. The

emerging chains account for 3, total units, an increase of almost 25% from the 2, units operated by

these same chains at the end of

The Top Emerging Chain Concept Report is an update of two earlier reports, published in and

These prior Emerging Chain Concept Reports differed from the current report in a couple of ways: they

did not include Beyond Restaurant operators (as the current report does), and listed unit totals for Multiconcept

Operators (whereas the current report analyzes concepts exclusively by restaurant brand).

This report represents an updated compilation of concepts and multi-concept operators profiled in

Technomic Information Services’ monthly emerging chain newsletter, ConcepTrac between and It

includes related analysis of chain growth and segment and cluster trends that Technomic Information Services

has been tracking.

The concepts in this report are categorized according to operationally defined segments—Limited Service and

Full Service and, more specifically, the sub-segments Quick Casual, Fine Dining, Casual Dining and Midscale.

They are further classified by cluster, usually determined by the type of menu offered, such as Italian, Asian,

Mexican, Barbecue or Varied Menu, among others. In addition to conventionally defined commercial restaurant

chains, Beyond Restaurant segments of the foodservice industry are included in this report for the first time—in

particular, the growing cluster of Meal Assembly Centers.

The criteria for a concept’s inclusion in both the newsletter and this report are as follows:

Unit Count—generally, concepts must have two or three units already in operation in order to be included

in the report; one- or two-unit concepts may be included if they have firm deals for expansion.

Systemwide Sales—concepts must have systemwide sales generally less than $85 million.

Expansion Plans—concepts must have a blueprint for growth.

Unit count data from and form the basis for the rankings in this report. Data and information in the

concept profiles and overall analysis have been culled from several sources, including interviews with concept

owners and operators, company websites, trade publications, k filings, restaurant visits and quarterly and

annual reports. While we believe our sources are reliable, Technomic Information Services does not assume

any liability for the accuracy or comprehensiveness of the information published.

©Technomic, Inc., The Top Emerging Chain Concept Report

1


Technomic Information Services is the Chicago-based trade publishing arm of the management consulting and

research firm Technomic, Inc., which has more than 36 years’ experience in the foodservice industry. In

addition to the Emerging Chain Concept Report, Technomic Information Services publishes a variety of reports

and newsletters on the restaurant business. Current reports include:

Technomic Top Chain Restaurant Report—authoritative annual report on the largest

restaurant companies and industry growth patterns

Restaurant Information Services for Executives (RISE)—quarterly reports profiling more than

leading U.S. chain restaurant companies:

− -Chain Intelligence Service

− -Menu Intelligence Service

Public Chain Restaurant Company Performance and Chain Restaurant Executive

Compensation Reports—annual studies offering financial data on more than 90 publicly held restaurant

companies and evaluating and comparing executive compensation programs

Technomic Top Quick-Casual Chain Restaurant Report

Pizza Category Report

Understanding Kids’ Menus

Multiconcept Operator Report

The Evolving Sandwich Category Report

Trends and Directions

In addition, Technomic Information Services produces a variety of newsletters that help readers stay in touch

with current trends. Newsletters include:

Foodservice Digest

ConcepTrac

Menu Clips

Future Food Trends

©Technomic, Inc., The Top Emerging Chain Concept Report

2


Executive Summary

©Technomic, Inc., The Top Emerging Chain Concept Report


Emerging Chain Concept Overview

Composition by Segment

Consistent with industry practice, Technomic Information Services classifies the chains in this report in three

basic segments: Full-Service, Limited-Service and Beyond Restaurants. To further catalog emerging concepts,

restaurants are defined within sub-segments in the full-service, limited-service, or beyond restaurant

categories. The following outlines the classification system used in this report:

Full Service (FSR)—restaurants offering table service, a waitstaff and a relatively broad menu; diners

typically eat their meals on-premise, although takeout may also be available.

− Casual Dining (CDR)—full-service restaurants with check average generally more than $$

− Fine Dining—upscale full-service restaurants with check average usually more than $$

− Midscale—full-service restaurants with a moderate check average (approximately $$12) and

usually no alcohol service

Limited Service (LSR)—restaurants whose patrons order or select items at a counter or designated area

and pay prior to eating. Food and drink may be consumed on-premise, taken out or delivered to customers.

This segment consists of quick-service restaurants and cafeterias/buffets.

− Quick Casual—a sub-segment of Limited Service primarily defined by self-service or limited-service

format, check average between $7 and $10 and a décor and menu akin to those of casual dining

restaurants

Beyond Restaurants—Companies that operate onsite foodservice in places where people congregate for

a primary reason other than restaurant meals. These include, among others:

− Meal Assembly Centers—an emerging sector in which consumers prepare family meals in a group

setting for later consumption, using ingredients and recipes available in the assembly center.

− Retail Foodservice—prepared, ready-to-eat foods sold in supermarkets, convenience stores and

retail stores (such as discount superstores, department stores and bookstores).

− Lodging—restaurants, banquets and catering in hotels, resorts, inns, condo-hotels and other forms of

lodging.

− Recreation—restaurants and foodservice available in theme parks, stadiums and arenas, national and

state parks, etc.

− Transportation—restaurants and foodservice in airports and travel plazas, foodservice on airplanes,

etc.

− Business and Industry—foodservice available at worksites, including corporate campuses and

manufacturing plants.

− Healthcare—foodservice for staff and visitors, as well as patient feeding, in hospitals, nursing homes

and other healthcare settings.

− Schools

− Colleges

− Military

− Catering

− Private Clubs

©Technomic, Inc., The Top Emerging Chain Concept Report

5


Breakdown of Top Emerging Chains

Of the concepts profiled in Appendix A of this report, 57 have increased unit count in the past year. Also

profiled are 30 chains that maintained a stable unit count in (either keeping all units, or opening one for

each one closed). Another 13 chains showed some declines in unit count.

As shown in the pie chart below, the 33 Full-Service restaurants represent almost a third of the concepts

profiled. Limited-Service concepts account for 63%, and there are four Beyond Restaurant concepts included in

the report (4%).

Exhibit 1:

Breakdown of Growing Concepts by Segment

Number of Concepts by Segment

LSR

63%

Beyond

Restaurant

4%

Limited-Service restaurants traditionally have more units with smaller average unit volumes than do Full-

Service chains, so it’s no surprise that these Limited-Service restaurants represent almost 80% of total unit

count (2, of the 3, units of the concepts included in this report). Their rate of unit growth between

and is slightly higher than that of Full-Service restaurants (23% versus 16%), reflecting the recent health

of the Limited-Service segment of the restaurant industry and the comparative slowing of Full Service

expansion. Strikingly, the four Beyond Restaurant concepts included in this report more than doubled their

number of units between and ; their total units is % more than ’s count of units for

the same companies. Combining the three sectors, the total number of units among these concepts grew

by almost 26% in

FSR

33%

©Technomic, Inc., The Top Emerging Chain Concept Report

6


LSR

2,

Exhibit 2:

Breakdown of Growing Concepts by Segment

Number of Units by Segment


Total:

Beyond

Restaurant


FSR


LSR

2,

Exhibit 3:

Emerging Chains (by Alpha)

Chain Name Segment Cluster

Total:

Beyond

Restaurant


FSR



Units

Abbott's Frozen Custard LSR Frozen Desserts 32 27

Abuelo's Mexican Food Embassy CDR Mexican 39 29

Banna Strow's LSR Specialty 4 9

Bobtail Soda Fountain LSR Frozen Desserts 3 2

Booeymonger Deli LSR Other Sandwich 4 4

BrothersBBQ/Blokes BBQ LSR BBQ 7 4

Bubble Lounge, The CDR Coffee & Other Beverage 2 2

Café Spice Express LSR Specialty 5 5

Cantina Laredo CDR Mexican 15 15

Cha for Tea LSR Coffee & Other Beverage 3 2

Cheeseburger Charley's LSR Hamburger 7 6

Cheeseburger in Paradise CDR Specialty 37 27

Chop House, The CDR Steak 10 8

Coffee Bean & Tea Leaf, The LSR Coffee & Other Beverage

Conway's BBQ LSR BBQ 6 4

Corky's Ribs & BBQ CDR BBQ 22 23

Crispers LSR Bakery Cafe 38 34

Doc Green's Gourmet Salads LSR Specialty 17 6

Dream Dinners BR Prepared Meal Assembly 80

Earl of Sandwich LSR Other Sandwich 2 3

EatZi's Market & Bakery LSR Bakery Cafe 2 6

Elmer's casinobet77.asia MSR Family Style/Varied Menu 35 33


Units

©Technomic, Inc., The Top Emerging Chain Concept Report

7


Exhibit 3:

Emerging Chains (by Alpha)

Chain Name Segment Cluster


Units

Energy Kitchen LSR Varied Menu 5 6

F&B gudtfood LSR Other Sandwich 2 2

Famous Famiglia LSR Pizza/Italian 52 51

Fatz Cafe CDR Varied Menu 34 29

Finale Desserterie CDR Specialty 3 3

Fish City Grill CDR Seafood 20 6

Flat Rock Grille CDR Seafood 6 6

Flying Biscuit Cafe MSR Family Style/Varied Menu 2 2

Froots LSR Coffee & Other Beverage 18 13

Full Moon Bar-B-Que CDR BBQ 6 5

Go Roma Italian Kitchen LSR Pizza/Italian 6 4

Golden Krust Caribbean Bakery & Grill LSR Chicken 95

Gyu-Kaku FD Asian 7 7

Hapa Sushi CDR Asian 3 3

Happy Joe's Pizza and Ice Cream Parlor LSR Pizza/Italian 64 64

Hibachi San LSR Specialty 26 22

Il Mulino CDR Italian 6 8

ink! Coffee LSR Coffee & Other Beverage 7 5

Ivar's Seafood Bar LSR Specialty 26 26

Jazzman's Cafe LSR Bakery Cafe

Johnnie's Charcoal Broiler LSR Hamburger 10 10

Johnny’s New York Style Pizza FSR Italian 51 51

Kabuki Japanese Restaurant CDR Asian 9 8

K-Bob's Steakhouse CDR Steak 20 21

Ker's WingHouse Bar & Gril CDR Varied Menu 21 16

Knowfat Lifestyle Grille LSR Specialty 8 5

Kokopelli Sonoran Grill LSR Mexican 9 4

Kyoto Bowl LSR Specialty 23 23

Le Pain Quotidien LSR Bakery Cafe 20 17

Lee's Sandwiches LSR Other Sandwich 34 28

Let's Dish BR Prepared Meal Assembly 40 19

Loco's Deli & Pub CDR Varied Menu 26 26

Maid-Rite LSR Other Sandwich 66 70

Masala Wok LSR Specialty 3 4

Maui Wowi Hawaiian Blends LSR Coffee & Other Beverage

McGrath's Fish House CDR Seafood 19 19

Mein Bowl LSR Specialty 9 19

Mellow Mushroom LSR Pizza 90 82

Mocha Delites LSR Coffee & Other Beverage 41 47

My Girlfriend's Kitchen BR Prepared Meal Assembly 27 9

NeXStore Marketplace BR Beyond Restaurant 1 1


Units

©Technomic, Inc., The Top Emerging Chain Concept Report

8


Exhibit 3:

Emerging Chains (by Alpha)

Chain Name Segment Cluster


Units

Nothing But Noodles LSR Specialty 36 34

Oceanaire Seafood Room FD Seafood 10 8

Offerdahl's Cafe Grill LSR Bakery Cafe 9 9

Orange CDR Varied Menu 2 2

Organic To Go LSR Other Sandwich 12 3

Pandini's LSR Pizza/Italian 24 14

Paul Bakery & Café LSR Bakery Cafe 5 3

Peach's Rise & Dine CDR Varied Menu 11 10

Picnic Company Gourmet Café LSR Other Sandwich 7 7

Pizza Patrón LSR Pizza/Italian 53 53

Port City Java LSR Coffee & Other Beverage 79 67

Quaker Steak and Lube CDR Varied Menu 26 13

Real Food Daily CDR Varied Menu 2 2

RedBrick Pizza LSR Pizza/Italian 53 40

Sal e Carvao CDR Steak 3 3

Sauce QC Pizza/Italian 9 3

Seasons 52 CDR Varied Menu 7 3

Shane's Rib Shack LSR BBQ 37 10

Sharky's Woodfired Mexican Grill LSR Mexican 18 17

Sheetz LSR Beyond Restaurant

Sky Ranch Grill LSR Hamburger 26 26

Snappy Tomato Pizza LSR Pizza/Italian 75 75

Sonny Bryan's Smokehouse CDR BBQ 11 11

Spicy Pickle LSR Other Sandwich 16 12

Sprinkles Cupcakes LSR Specialty 3 1

Starwich Salads & Sandwiches LSR Other Sandwich 9 5

Sugo Restaurant & Tapas CDR Italian 4 4

Sweet Lorraine's Café & Bar CDR Varied Menu 3 3

Sweet Peppers Deli LSR Bakery Cafe 8 7

Teavana LSR Coffee & Other Beverage 50 26

Tin Fish CDR Seafood 6 6

Tokyo Joe's LSR Specialty 15 13

TooJay's Original Gourmet Deli LSR Other Sandwich 23 23

Which Wich? LSR Other Sandwich 19 10

Wild Noodles LSR Specialty 18 14

Wildflower Bread Company LSR Bakery Cafe 9 8

Willy's Mexicana Grill LSR Mexican 16 15


Units

©Technomic, Inc., The Top Emerging Chain Concept Report

9


Cluster Analysis

Technomic Information Services has grouped the emerging chains into 16 concept clusters, condensing

related categories in line with current industry standards. (See Cluster Definition Index in the Methodology

section of this report.) The four Beyond Restaurant concepts are considered as a single cluster. Because

several concept themes are widespread in both Full-Service and Limited-Service categories (including

Barbecue, Italian, Mexican, Specialty/Other and Varied Menu), the companies profiled here represent 12

Limited-Service clusters and eight Full-Service clusters.

Based on these clusters, we are able to track the changes in unit count over the past year for each of the

concept clusters. Rates of growth varied from cluster to cluster as well as from chain to chain.

Limited-Service chains saw some dramatic variations in unit count. The three Limited-Service Barbecue chains

jumped an impressive % in unit count. Among larger Limited-Service sectors, the fastest growing was the

Bakery Café cluster; the eight chains’ units at the end of represented a 49% increase over their totals

at the end of

Segment

Exhibit 4:

Cluster Unit Totals (LSR and FSR) and Percentage Change - vs.

Units

by Cluster

Units

by Segment

%

Change

Asian 19 18 6%

Bakery Café 49

BBQ 89 57 56

Beverage 38

Beyond Restaurants

Chicken 95 12

Dessert 35 29 21

Hamburger 43 42 2

Italian 61 63 -3

Mexican 97 80 21

Pizza 10

Sandwich 16

Seafood 61 45 36

Specialty/Other 5

Steak 33 32 3

Varied Menu 25

10

©Technomic, Inc., The Top Emerging Chain Concept Report


Segment

Exhibit 5:

Full-Service Cluster Growth

# of Chains

in Cluster


Units


Units

%

Change

Asian 3 19 18 6%

Barbecue 3 39 39 0

Italian 3 61 63 -3

Mexican 2 54 44 23

Seafood 5 61 45 36

Specialty/Other 3 42 32 31

Steak 3 33 32 3

Varied Menu 11 22

Segment

Exhibit 6:

Limited-Service Cluster Growth

# of Chains

in Cluster


Units


Units

%

Change

Bakery Café 8 49%

BBQ 2 50 18

Beverage 8 38

Dessert 2 35 29 21

Hamburger 3 43 42 2

Mexican 3 43 36 19

Sandwich 11 16

Pizza/Italian 9 10

Specialty 14 7

All Other 3 5

* All other includes: Beyond Restaurant, Chicken and Varied Menu.

11

©Technomic, Inc., The Top Emerging Chain Concept Report


Full-Service Concepts

Of the 33 Full-Service concepts included in this report, 29 (or about 88%) represent the Casual Dining subsector.

(The exceptions are Fine-Dining restaurants Gyu-Kaku and the Oceanaire Seafood Room, and

Midscale Family-Style restaurants Elmer’s Breakfast. Lunch. Dinner. and Flying Biscuit Café.) Generally

speaking, Fine-Dining restaurants have been doing quite well this year; their affluent customer base has been

feeling prosperous and spending freely. In contrast, Casual-Dining and Midscale restaurants have seen their

two-decades-long run of growth slow or stall, as middle-class and working-class consumers have re-weighed

the value proposition they offer against the increasingly sophisticated competition from Limited-Service and

Quick-Casual eateries. These Full-Service restaurants appear to have been impacted noticeably by the run-up

in gas prices during the spring and summer of , but saw more robust growth in the third quarter as prices

at the pump eased. Third-quarter results of public Full-Service chains showed revenues up a nominal %

over year-before figures. However, their net income was down % and operating margins were also down,

standing at % versus % in

A look at Full-Service concepts among these emerging chains shows unit growth of 16% in However,

fewer than half of the chains (45%) actually underwent expansion. While 13 of the 33 chains added units, 17

others did not, and three chains shrunk their unit counts.

Chain Name

Exhibit 7:

Growth of Full-Service Concepts Ranked by Units


Units


Units

%

Change

Johnny’s New York Style Pizza 51 51 0%

Abuelo's Mexican Food Embassy 39 29 34

Cheeseburger in Paradise 37 27 37

Elmer's casinobet77.asia 35 33 6

Fatz Cafe 34 29 17

Quaker Steak and Lube 26 13

Loco's Deli & Pub 26 26 0

Corky's Ribs & BBQ 22 23 -4

Ker's WingHouse Bar & Gril 21 16 31

Fish City Grill 20 6

K-Bob's Steakhouse 20 21 -5

McGrath's Fish House 19 19 0

Cantina Laredo 15 15 0

Peach's Rise & Dine 11 10 10

Sonny Bryan's Smokehouse 11 11 0

Oceanaire Seafood Room 10 8 25

Chop House, The 10 8 25

Kabuki Japanese Restaurant 9 8 13

Seasons 52 7 3

Gyu-Kaku 7 7 0

Full Moon Bar-B-Que 6 5 20

Flat Rock Grille 6 6 0

Tin Fish 6 6 0

Il Mulino 6 8

12

©Technomic, Inc., The Top Emerging Chain Concept Report


Chain Name

Exhibit 8:

Growth of Full-Service Concepts Ranked by Units


Units


Units

%

Change

Sugo Restaurant & Tapas 4 4 0%

Hapa Sushi 3 3 0

Finale Desserterie 3 3 0

Sal e Carvao 3 3 0

Sweet Lorraine's Café & Bar 3 3 0

Bubble Lounge, The 2 2 0

Flying Biscuit Cafe 2 2 0

Orange 2 2 0

Real Food Daily 2 2 0

Full-Service Cluster Growth

While the fates of individual chains certainly varied, patterns may be elicited by a look at growth by clusters.

One of the largest clusters—Seafood, represented by five chains—was also the fastest growing, with unit

counts up 36%. The three chains in the specialty/other category grew 31%, and the 11 Varied Menu and

Family Dining restaurants expanded by 22% in terms of units. In smaller clusters, growth rates were strongly

influenced by the fate of a single chain, even if others in the cluster did poorly. But even in the larger clusters,

growth rates were extremely uneven.

Segment

Exhibit 9:

Full-Service Cluster Growth

# of Segments

in Cluster


Units


Units

%

Change

Asian 3 19 18 6%

Barbecue 3 39 39 0

Italian 2 61 63 -3

Mexican 2 54 44 23

Seafood 5 61 45 36

Specialty/Other 3 42 32 31

Steak 3 33 32 3

Varied Menu 11 22

13

©Technomic, Inc., The Top Emerging Chain Concept Report


Varied-Menu Restaurants

The largest group among Full-Service restaurants was the chain Varied Menu cluster. A number of the

largest nationwide Varied-Menu Casual Dining chains have been struggling; for instance, Applebee’s net

income in the third quarter was down 33% from levels at the same time in These big chains appear to be

struggling with menu fatigue and a changing value perception on the part of their customer base. However,

emerging Varied Menu CDR chains overall showed strong growth, with a 22% boost in units over Here,

there were a number of success stories. This group is nothing but varied, and so are their strategies for

success.

Quaker Steak & Lube doubled its unit count, from 13 to A motorsports-themed restaurant chain

specializing in Buffalo wings and decorated with old cars, trucks and motorcycles, Quaker Steak & Lube

operates units in Pennsylvania, Ohio, Florida, North Carolina, Tennessee and Wisconsin. Designed to

attract families as well as singles and couples, units present the appearance of a combination service

station and diner, featuring a huge neon "EAT" sign, old-fashioned gasoline pumps and glass block. The

typical unit incorporates a family-friendly video game room, a patio with a full-service bar and seating for

about , and a drive-thru window. Units also host parties and events and do offsite catering. The

company is actively seeking new franchises.

Ker’s WingHouse has expanded to 21 units from 15, a 40% growth rate. The chain has something of the

casual vibe of Quaker Steak & Lube, but the emphasis on a “Burger, Wings, Beer” menu, televised sports

and attractive servers makes it friendlier to adults than to families. Besides the Buffalo wings and burgers,

the menu offers sandwiches and a fairly wide selection of appetizers and salads.

Seasons 52, Darden Restaurants’ upscale “fresh grill” and wine bar, has expanded to seven total units

from three last year, a % growth rate. Fresh, seasonal ingredients that form the basis of an everchanging

menu, with every dish under calories. With units in Atlanta and several Florida cities, Darden

is now prepping Seasons 52 for expansion across the U.S., beginning in major cities.

Peach’s Rise & Dine rose to 11 units from eight, a 38% growth rate. The chain, offering reasonably priced

breakfast favorites all day and a décor reminiscent of traditional diners, has been a neighborhood

destination for its customers in Florida for more than a decade, but its recently established franchising

program is introducing the concept into new markets.

Fatz Café achieved 17% growth, boosting unit count to 34 from 29 at the end of Fatz Cafe

showcases generously sized salads, sandwiches and entrées as well as a fun, family-friendly atmosphere.

The centerpiece of the broad menu is signature Calabash Chicken. Décor is rustic, with wood and stone

accents and local historic photos.

FSR Seafood Restaurants

It would not be surprising to see emerging seafood chains doing well, as this as been the case for many

players in the sector, particularly the more upscale restaurants. For instance, three large public Full-Service

seafood chains tracked by Technomic showed revenues up more than 20% for the third quarter of

compared to year-before figures.

However, a look at emerging chain figures shows that only two of the five emerging chains accounted for the

36% unit count growth of the Seafood cluster, and most of that growth came from a single concept:

Fish City Grill more than tripled its unit numbers, going from six restaurants to The Dallas-based

chain, an offshoot of Rockfish Seafood Grill, was founded in with a split between the Rockfish

partners over expansion philosophy, with Bill Bayne and his wife Lovett going on to start the casual,

neighborhood-based Fish City Grill. While most units are still in Texas, Fish City Grill has expanded to

Louisiana, Arkansas, Oklahoma and Florida, and is currently seeking new franchisees. Standard seafoodhouse

offerings such as clam chowder, crab cakes, salads, sandwiches, salmon, shrimp, oysters and

catfish are joined by signature dishes such as Oyster Nachos, Tabasco Shrimp Pasta and Louisiana-style

gumbo, po’ boys, red beans and pot roast.

The Oceanaire Seafood Room accounted for the rest of the growth in the Seafood cluster, with two new

units bringing its total to 10 (a 25% increase). The Oceanaire couldn’t be more different from the laid-back,

down-home Fish City Grill; it’s a fine-dining seafood chain that distinguishes itself not only by the freshness

of its offerings but also by a retro vibe that hearkens back to the sophisticated supper clubs and luxury

ocean liners of the s through s.

14

©Technomic, Inc., The Top Emerging Chain Concept Report


FSR Specialty and Ethnic Concepts

There were a number of growing chains scattered among ethnic and other specialty clusters, each offering

“something different” from potential competitors:

Cheeseburger in Paradise increased its units by 37%, going from 27 to Operated by Outback

Steakhouse parent OSI Restaurant Partners in cooperation with singer Jimmy Buffett’s Margaritaville

Holdings, the concept takes its theme from a famous Buffett song. Aside from its signature burger,

Cheeseburger in Paradise serves up traditional American fare, fresh fish entrees and house specialties

prepared with Caribbean flair. Although the concept draws in a wide demographic, it’s most popular with

adults in their 20s and 30s who enjoy the expansive drink menu, energetic Tiki Bar, live music and

karaoke. The nautical-themed décor is reminiscent of a Key West-style seafood shack.

Abuelo’s Mexican Food Embassy grew to 39 units from 29, a 34% expansion rate. The concept positions

itself as an authentic Mexican restaurant (with Tex-Mex additions), offering fresh, innovative fare to uppermiddle

income families. Décor complements the upscale Mexican positioning. The Texas-based company

is planning continued expansion throughout the Southeast and Midwest, with the first Florida location is

slated to open in early ; deals are also set for openings in Ohio, Wisconsin, Tennessee and

Virginia.

Sugo Restaurant & Tapas Classified for this report as an Italian restaurant, the Georgia concept menus

not only pizza and other Italian dishes, but also tapas and other Spanish fare, and incorporates Greek and

other Mediterranean influences. Tapas (such as bacon-wrapped dates and stuffed piquillo pepper), pizzas

and Mediterranean-inspired entrées are all larger than might be expected, promoting sampling and

sharing.

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Limited-Service Concepts

Although there were wide variations from concept to concept and from cluster to cluster, Limited-Service

restaurants in general had a better year in than their Full-Service counterparts did. Technomic’s analysis

of the entire U.S. foodservice industry projects that LSRs (both chains and independents) experienced nominal

growth of % in , compared to % growth for Full-Service restaurants and % growth for Beyond

Restaurant sectors. LSRs led the industry in sales growth, and were responsible for boosting the overall growth

of industry sales to a nominal %.

Technomic’s analysis of public chains has also been showing divergences in For the third quarter, LSR

revenues were up % over the same quarter of , and margins stood at %; in contrast, FSR revenues

were up % over year-before figures, and margins were %.

The following table ranks the LSRs included in this report by total units as of the end of

Chain Name

Exhibit

Growth of Limited-Service Concepts Ranked by Unit Count


Units


Units

%

Change

Maui Wowi Hawaiian Blends 10%

Coffee Bean & Tea Leaf, The 99

Sheetz 3

Jazzman's Cafe 83

Golden Krust Caribbean Bakery & Grill 95 12

Mellow Mushroom 90 82 10

Port City Java 79 67 18

Snappy Tomato Pizza 75 75 0

Maid-Rite 66 70 -6

Happy Joe's Pizza and Ice Cream Parlor 64 64 0

Pizza Patrón 53 53 0

RedBrick Pizza 53 40 33

Famous Famiglia 52 51 2

Teavana 50 26 92

Mocha Delites 41 47

Crispers 38 34 12

Shane's Rib Shack 37 10

Nothing But Noodles 36 34 6

Lee's Sandwiches 34 28 21

Abbott's Frozen Custard 32 27 19

Sky Ranch Grill 26 26 0

Ivar's Seafood Bar 26 26 0

Hibachi San 26 22 18

Pandini's 24 14 71

TooJay's Original Gourmet Deli 23 23 0

Kyoto Bowl 23 23 0

Le Pain Quotidien 20 17 18

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Chain Name

Exhibit

Growth of Limited-Service Concepts Ranked by Unit Count


Units


Units

%

Change

Which Wich? 19 10 90%

Sharky's Woodfired Mexican Grill 18 17 6

Wild Noodles 18 14 29

Froots 18 13 38

Doc Green's Gourmet Salads 17 6

Spicy Pickle 16 12 33

Willy's Mexicana Grill 16 15 7

Tokyo Joe's 15 13 15

Organic To Go 12 3

Johnnie's Charcoal Broiler 10 10 0

Mein Bowl 9 19

Offerdahl's Cafe Grill 9 9 0

Wildflower Bread Company 9 8 13

Sweet Peppers Deli 9 7 29

Starwich Salads & Sandwiches 9 5 80

Kokopelli Sonoran Grill 9 4

Sauce 9 3

Sweet Pepper Deli 8 7 14

Knowfat Lifestyle Grille 8 5 60

Picnic Company Gourmet Café 7 7 0

Cheeseburger Charley's 7 6 17

ink! Coffee 7 5 40

BrothersBBQ/Blokes BBQ 7 4 75

Conway's BBQ 6 4 50

Go Roma Italian Kitchen 6 4 50

Energy Kitchen 5 6

Café Spice Express 5 5 0

Paul Bakery & Café 5 3 67

Banna Strow's 4 9

Booeymonger Deli 4 4 0

Masala Wok 3 4

Cha for Tea 3 2 50

Bobtail Soda Fountain 3 2 50

Sprinkles Cupcakes 3 1

Earl of Sandwich 2 3

F&B gudtfood 2 2 0

EatZi's Market & Bakery 1 6

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©Technomic, Inc., The Top Emerging Chain Concept Report


The Quick-Casual Sub-Sector

Particularly striking is the continued success of the Quick-Casual sub-sector of the Limited-Service segment.

As we have noted, the 63 Limited-Service restaurants among the analyzed for this report had a slightly

higher rate of unit growth in than did their Full-Service counterparts (23% versus 16%). But the 20

Limited-Service chains classified as Quick Casual (32% of the LSRs analyzed) led the segment. These chains,

with enhanced food quality and ambiance and commensurately higher price points than those in traditional

LSRs, showed a 35% increase in units over the year ( units by the end of , versus units in late

).

Exhibit

Breakdown of Quick Casual Concepts vs. All Concepts

All Others

2,

80%

Quick Casual

Concepts


20%

The importance of the Quick Casual sub-sector among emerging chains has grown every year since the

Emerging Chain Concepts Report, the first to examine Quick Casual as a separate entity. Since then, Quick

Casual has solidified its role as a thriving sub-segment of Limited Service. Quick Casual restaurants are

characterized by menus and décor reflective of Casual Dining restaurants, including bottled beverages and

perhaps some alcohol; a $6 to $10 check average, slightly higher than that of conventional LSRs; counter

service, perhaps supplemented by waitstaff that bring orders to diners’ tables; and a clientele of mid- to upperincome

adults, generally older than the patrons of traditional LSRs. Quick Casual concepts have focused on

fresh, non-fried fare perceived as more healthful than traditional fast food. Consumers’ perception that Quick

Casual restaurants offer more healthful meals should help to ensure the segment’s continued growth as the

nation becomes more interested with healthful eating.

The following exhibit details the number of Quick-Casual concepts by cluster.

Exhibit

Number of Quick Casual Concepts by Cluster

Cluster # per Segment

Bakery Café 4

Barbecue 1

Hamburger 1

Mexican 3

Other Sandwich 4

Pizza/Italian 2

Specialty 6

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The following exhibit shows the performance of each Quick-Casual chain included in this report, classified by

its concept cluster.

Concept Name Cluster

Exhibit

All Quick Casual Concepts by Cluster


Units

Crispers Bakery Cafe 38 34

Le Pain Quotidien Bakery Cafe 20 17

Offerdahl's Cafe Grill Bakery Cafe 9 9

Wildflower Bread Company Bakery Cafe 9 8

Johnnie's Charcoal Broiler Hamburger 10 10

Kokopelli Sonoran Grill Mexican 9 4

Sharky's Woodfired Mexican Grill Mexican 18 17

Willy's Mexicana Grill Mexican 15 15

Booeymonger Deli Other Sandwich 4 4

Spicy Pickle Other Sandwich 16 12

Starwich Salads & Sandwiches Other Sandwich 5 5

Which Wich? Other Sandwich 19 10

RedBrick Pizza Pizza/Italian 53 40

Doc Green's Gourmet Salads Specialty 17 6

Go Roma Italian Kitchen Pizza/Italian 6 4

Knowfat Lifestyle Grille Specialty 8 5

Nothing But Noodles Specialty 36 34

Shane's Rib Shack Barbecue 37 10

Tokyo Joe's Specialty 15 13

Wild Noodles Specialty 18 17


Units

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©Technomic, Inc., The Top Emerging Chain Concept Report


Limited-Service Cluster Analysis

Generally speaking, the Limited-Service concept clusters analyzed for this report encompassed both traditional

LSRs and their higher-price-point Quick-Casual counterparts. An examination of LSRs by concept cluster

shows wide variances in growth rates.

Segment

Exhibit

Limited-Service Cluster Growth

# of Chains

in Cluster


Units


Units

%

Change

Bakery Café 8 49%

BBQ 2 50 18

Beverage 8 38

Dessert 2 35 29 21

Hamburger 3 43 42 2

Mexican 3 43 36 19

Sandwich 11 16

Pizza/Italian 9 10

Specialty 14 7

All Other 3 5

* All other includes: Beyond Restaurant, Chicken and Varied Menu.

Bakery Cafés

Among the clusters large enough to show patterns, the most striking growth was in the Bakery Café sector. The

four chains classified as Quick Casual and four traditional LSRs together showed 49% growth in unit counts,

from total units to This reflects the industry as a whole. For instance, among a number of more mature

success stories is sector leader Panera Bread, which saw its sales increase almost 29% in ; third-quarter

results show it’s on track to match that record in

Among the emerging chains in this report:

Jazzman’s Café, a branded concept from Sodexho’s Retail Brand Group, led growth in the bakery café

cluster, expanding its unit numbers by 83% in , from to The giant foodservice management

firm signed seven multi-unit franchise development deals for Jazzman’s this year, with an eye on

expanding the concept from its college-campus base into strip malls, shopping centers, airports and similar

locations. Jazzman’s, one of six concepts Sodexho is making available to franchisors, exemplifies the evermore-fuzzy

boundary between onsite or “noncommercial” foodservice and the commercial restaurant

business. The concept’s winning formula combines the coffeehouse “third place” feel (as the name implies,

units feature jazz-related décor, and some offer live music) with grilled sandwiches and other fare more

typical of quick-casual bakery café concepts.

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©Technomic, Inc., The Top Emerging Chain Concept Report


Other bakery café concepts to watch include:

Crispers, a Florida-based quick-casual bakery café that grew its unit count by four units or 12%, from 34 to

38—though that was far below the 14 new units that majority owner Publix Super Markets had aimed for in

Crispers also made menu changes in in an effort to penetrate the dinner market, including “The

Big Big Baked Potato” and toasted sandwiches such as a Classic French Dip, Grilled Veggie and Reuben.

Le Pain Quotidien, a quick-casual concept that expanded by 18% or three units, bringing its total to

The concept differentiates itself with “natural” positioning (offering organic % whole-wheat bread) and

European style breakfast (offering Danishes, pastries, yogurt and granola during the breakfast hours).

Paul Bakery & Café, which added two units in , bringing its U.S. total to five. With more than

units worldwide, this century-old French chain has set its sights on U.S. expansion, beginning in Florida.

The menu focuses on sandwiches prepared fresh on any of 40 types of bread, along with cakes, desserts

and other pastries.

Sweet Peppers, a deli concept whose two new units in represented 29% growth, bringing the total to

nine units. The Mississippi-based chain, operating in Southern states, combines traditional deli fare with

fresh regional produce.

Sandwich Concepts

Beyond the bakery café chains, the sandwich cluster grew by 16%, raising unit count from to overall,

though some chains saw declines even as others did quite well. Here again, cluster performance mirrors the

experiences of larger chains. Some of the biggest sandwich chains, including Subway and Quiznos, have seen

impressive growth in recent years, while others, such as Schlotzsky’s Deli, have struggled. A similar dichotomy

is being played out among emerging chains. While some smaller sandwich chains have failed to grow or even

closed units, success stories all feature a different “angle” on familiar sandwiches. They include:

Lee’s Sandwiches, up to 34 units from 28 last year, a 21% growth rate. Billing itself as “The French

bakery and deli,” Lee’s menus not only sandwiches on baguettes and croissants, but also Vietnamesestyle

sandwiches (such as a cured pork and pork roll sandwich with house mayonnaise, house daikon-andcarrot

pickle, green chili, cilantro, onion, salt, pepper and soy sauce) and finds that they have wide appeal

to Hispanic as well as Asian markets.

Which Wich?, now almost double its size in (19 units, versus 10 last year). Focusing exclusively on

hot sandwiches (no soups or salads), Which Wich? offers 40 sandwiches in 10 categories; customers

design their own sandwiches using an interactive order system. All sandwiches are $4.

Spicy Pickle, whose 16 units represent a 33% increase from last year’s 12 locations. Instead of an

extensive bread selection, Spicy Pickle’s menu relies on numerous meats, cheeses and toppings, giving

customers a way to create their own sandwiches or further enhance existing ones.

Organic to Go, which doubled its unit count to The first quick-casual restaurant to receive organic

certification from Quality Assurance International, the café and corporate meal delivery service uses allnatural

and organic ingredients.

Beverage Concepts

Beverage concepts, including those focused on coffee, tea, juice and smoothies, also exhibited strong success,

with the eight LSRs showing total unit growth of 38% in (from locations to ). In addition, these

beverage concepts led all other LSRs in terms of total unit count.

Again, the sector’s success mirrored that of larger chains in the same concept cluster. In the third quarter,

public companies in the LSR beverage sector showed revenues up almost 19% over year-before figures, and

sector leader Starbucks saw its revenues up almost 23%.

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Among emerging chains, this cluster was led by:

Coffee Bean & Tea Leaf, whose units at the end of represented a near-doubling of its unit

count of Founded in , the Los Angeles-based chain is the oldest and largest privately held coffee

and tea concept, but it has been growing rapidly in the last couple of years. In January, the company inked

a development deal with the Ralphs supermarket chain to open at least 24 full-service cafes in

supermarkets throughout Southern California. Already operating around the Pacific Rim, the company is

seeking investors in Asia, the Middle East, the United Kingdom and the European Continent.

Maui Wowi Hawaiian Blends, which equaled the Coffee Bean & Tea Leaf total of outlets; that was a

10% increase from the units Maui Wowi counted at the end of last year. Maui Wowi specializes in

fresh, all-natural fruit smoothies and gourmet Hawaiian coffee beverages, offered in freestanding drive-thru

buildings, kiosks, inline stores, portable carts and event trailers. Newly planned storefront locations will

incorporate waterfalls and live plants.

Teavana, which almost doubled its unit count, from 26 to The largest chain in the growing specialty tea

sector, Atlanta-based Teavana is aiming for stores by The menu lists teas infused with exotic

scents and flavors.

Port City Java, which boosted units 18%, from 67 to Port City Java appeals to the customer who

wants both gourmet coffee and something more, expanding on the counter-service coffee sector format

with panini sandwiches, wraps, salads, soups, smoothies, fresh juices and pastries baked onsite. High-end

coffee from Port City Java’s roasteries is sold in bulk in the cafés, on the company website and in

supermarkets. The chain also does office catering, from coffee-and-muffin combos to more elaborate fare.

Froots, which added five units, a 38% boost bringing it to a total of Froots is pursuing new franchising

agreements in an effort to introduce its smoothies, sandwiches and snacks in new markets including

Atlanta, Chicago, Miami, New Orleans and Orlando.

Limited-Service Specialty Concepts

Specialty concepts among Limited-Service restaurants showed 7% unit growth among 13 chains analyzed,

bringing total units to from This cluster exhibits a variety of growth trends.

Two of the most interesting concepts exhibit “healthy” menu positioning:

Doc Green’s Gourmet Salads, a quick-casual concept from successful brand developer Raving Brands,

which almost tripled its unit count in (going from six outlets to 17). The menu of fresh, healthy salads

is supplemented by upscale proteins (including carved roast turkey, grilled sirloin steak, poached salmon

and freshly grilled chicken breast), flatbread sandwiches and sides such as roasted garlic mashed

potatoes.

Knowfat Lifestyle Grille, a hybrid quick-casual café and retail nutrition supplement store helmed by a

Boston Market brand-development veteran, which boosted unit count to eight from five (a 60% increase) as

it began a push for national expansion. Sandwiches and burgers are served on whole-grain bread and

buns and “Air Fries” are baked in an impingement oven. Typical menu items, such as a Bison Burger or a

Sloppy George of vegan chili, are served on china plates and accompanied by smoothies and high-protein

drinks.

Other growing specialty concepts, however, exhibited positioning that was anything but “healthy.”

Sprinkles Cupcakes, a Southern California chain, tripled unit count from one to three. The menu is built

on a single, simple, nostalgic product: cupcakes, baked onsite every three to four hours using fine

ingredients such as Callebaut chocolate. Patrons can customize with “shots” of flavored buttercream

frosting (20 flavors in total, 10 available every day). Selling nothing but cupcakes, the chain achieves a

check average of $7.

Abbott’s Frozen Custard, although listed in the frozen dessert segment, added five units to bring its total

to 32, an increase of almost 19%. Legendary in upstate New York for its frozen custard, the century-old

chain is now preparing to bring its signature frozen custard sundaes, cones, cakes and seasonal favorites

to markets nationwide.

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©Technomic, Inc., The Top Emerging Chain Concept Report


The LSR Italian/Pizza Sector

There were pockets of growth among ethnic concepts, including the LSR Pizza/Italian sector. The strong

activity among emerging chains in this sector is particularly interesting in light of the difficulties some of the

mass-market LSR pizza chains, such as Pizza Hut, have had in growing their concepts. It appears that these

emerging Quick-Casual LSR chains are responding to consumers’ need for “something better,” “something

different” and “something more” in terms of pizza and other familiar Italian fare.

Pandini’s, like Jazzman’s Café, is a Sodexho Retail Brand Group growth concept. It has already expanded

to 24 units from 14 last year, a 71% annual growth rate. Positioned as an Italian bistro with art on the walls,

Pandini’s specializes in made-to-order individual inch pizzas prepared in a fire-deck oven, signature

“Labretti” open-faced flatbread sandwiches, stromboli sandwiches, calzones (including breakfast calzones)

and salads.

Red Brick Pizza expanded its unit numbers by almost a third, from 40 in to 53 in The

Palmdale, CA-based Quick-Casual chain now operates in seven states. As the name implies, its menu is

built around pizza baked in a brick oven on a terra cotta “stone.” At 1,°F, it takes only three minutes to

prepare a pizza. Also on the menu are signature “Fhazani” Italian-style sandwiches, house-made gelatos

and imported and domestic beers and wines.

Sauce boosted unit counts by %, going from three locations to nine. The Arizona-based quick-casual

chain (there’s also a unit in Denver) is a Fox Restaurant Concepts brand, menuing a variety of brick-oven

thin-crust red and white pizzas, chopped salads, lasagna and grilled panini sandwiches along with wine

and beer. The colorful décor features tangerine walls, pistachio-green chairs, brick accents and a granite

community table overlooking the open kitchen.

Go Roma Italian Kitchen added two units for a total of six, a 50% boost over Founded in the

suburban Chicago area in , the chain is embarking on national expansion with a menu of made-fromscratch

soups, salads, pizzas and pastas.

LSR Barbecue Concepts

One small but apparently successful group of specialty LSRs was the barbecue sector:

Shane’s Rib Shack is a unit chain, up from 10 units in —a % increase. Developed by veteran

brand developer Raving Brands, it now operates in seven Southeastern states and Arizona, and expansion

to Iowa and the Washington, D.C. suburbs is in the works. The menu consists of Buffalo wings, chicken

tenders, sandwiches, baby back ribs, barbecued pork and chicken, along with a small selection of salads

and desserts and a kids’ menu. Shane’s also does extensive offsite catering for large groups.

BrothersBBQ/Blokes BBQ expanded to seven units from four. The Denver-based BrothersBBQ last

year formed Blokes BBQ International to expand via franchising. Restaurants offer St. Louis-style pork ribs,

Kansas City-style beef brisket and Memphis-style pork shoulder in a colorful atmosphere of automotive

memorabilia and blues music.

Conway’s BBQ upped its unit count to six from four. Operating in Florida and Pennsylvania, the chain

smokes all meats fresh daily and menus various types of Southern and Midwestern barbecue, along with

BBQ in a Box” and other forms of carryout and catering.

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Beyond Restaurant Concepts

For the first time, this report on Emerging Chains incorporates not only commercial restaurant chains but also

four Beyond Restaurant concepts, accounting for units, a % increase over their unit total of

All of these concepts reflect new developments in foodservice that are truly “Beyond Restaurants,” representing

new ways for consumers to source their meals.

Exhibit

Growth of Beyond Restaurant Concepts Ranked by Unit Count

Chain Name Cluster


Units


Units

%

Change

Dream Dinners Prepared Meal Assembly 80 %

Let's Dish Prepared Meal Assembly 40 19

My Girlfriend's Kitchen Prepared Meal Assembly 27 9

NeXStore Marketplace Beyond Restaurant 1 1 0

NeXStore Marketplace in Boca Raton, FL, is the prototype for a new type of hybrid convenience

store/gourmet market. Its bakery operation makes a variety of foods from scratch, including muffins,

croissants, Danish, bagels, cookies, cakes, tarts, breads and even wedding cakes. In the mornings,

breakfast sandwiches are served on its croissants and bagels and breakfast pizzas are cooked in the

store’s wood-fired oven. In addition, its gourmet takeout business offers salads, sandwiches, sushi,

Chinese food and more than 80 chef-prepared items. While two drive-thru windows serve customers who

call ahead to place their orders, there is also seating for in the 12,sq.-ft. store.

NeXStore Marketplace is not a unique concept. Other players offering something similar include Pennsylvaniabased

Sheetz, which, like the original NeXStore, was a pioneer in the convenience store industry. It has now

evolved to the point that it calls itself a “convenience restaurant” instead of a c-store. With a vast menu and

high-tech ordering and payment systems, Sheetz focuses on made-to-order submarine-style sandwiches,

panini sandwiches, wraps, burgers, pizzas and salads prepared to customer specifications in an open kitchen,

along with gourmet coffees and bakery items.

On the other hand, another type of hybrid retail/LSR foodservice concept included in this report, EatZi’s (a

gourmet takeout store and caterer has apparently fallen on hard times after a decade of being touted as one of

the next big things in foodservice. A few days before Thanksgiving , the company closed four of its six

locations, retaining single units in Dallas and Chicago. While the Dallas-based company made no

announcement, observers speculated that it had been hurt by the increasingly competitive foodservice offerings

of gourmet health-food retailers Whole Foods and Fresh Market. It would seem that even as customer demand

for top-quality retail foodservice grows stronger all the time, an increasing number of formidable competitors

are jostling for market share. And while it is difficult to generalize from one company’s experience, the shrinking

of EatZi’s may be one sign of a shakeout in this sector.

The other three Beyond Restaurant concepts profiled in this Emerging Chains Report represent a truly new and

rapidly growing sector of foodservice: the prepared meal assembly center. Customers pay a set fee to prepare

family meals from ingredients, tools and recipes available at the center. The assembled meals may be cooked

onsite or, more frequently, taken home to be refrigerated or frozen. Consumers enjoy the communal

experience of preparing meals with others; at some meal assembly centers, private sessions are also available

for groups of family, friends or coworkers. Typically, a two-hour session results in six to 12 entrées, each

enough to feed a family of four to six, at a cost of around $—greater than the cost of home-cooked meals,

but less than restaurant meals. A number of these meal assembly concepts are rapidly expanding through

franchising.

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Dream Dinners, the sector leader and pioneer, more than doubled, growing from 80 units in to

by the end of , a % increase. Dream Dinners touts itself as “a unique company founded on a

mission of bringing families together around the dinner table.” It’s based on recipes developed by

Stephanie Allen, a Seattle woman who devised her own system for creating assemble-and-freeze entrées

from fresh ingredients for her own family. The broad menu includes fish and vegetarian options, and free

wine and cheese are available in the stores.

Let’s Dish reached 40 units in , a % increase over its unit total of At Minnesota-based

Let’s Dish, the menu changes monthly. Customers book their two-hour sessions online at the company

website, choosing to prepare either eight or 12 meals, each designed to serve six. Most entrées are based

on chicken, beef or pork; typical fare includes Chicken in Tomato-Vodka Sauce, Chinese Five Spice Pork

Chops and Rosemary and Mustard Grilled Steaks. There are also dishes based on seafood or pasta,

including Coconut Curry Rice with Shrimp and Parsley Pasta Purses. Each month offers a different

signature dessert, such as Decadent Molten Chocolate Cake.

My Girlfriend’s Kitchen tripled in size, from nine units to Taking a lighthearted approach, the Salt

Lake City-based company plays up s-era nostalgia and kitsch in the design of its centers and website,

and bills itself “The best idea since the invention of the wife.” A dozen family-sized entrées can be

assembled by consumers for just under $, or prepared by staff for pickup or delivery at a higher fee. A

new group of 14 entrées is available each month.

Looking Forward

Clearly, these are times of change for the restaurant industry. While the economic environment remains

favorable to growth, it is also increasingly competitive. For one thing, dramatic developments in Beyond

Restaurant sectors, including the growth of hybrid retail/foodservice concepts such as NeXStore Marketplace

and the rapid growth of a brand-new idea—meal assembly centers—call into question the whole idea of what is

meant by the terms “restaurant” and “foodservice.” Exactly how these new sectors will challenge the

conventional restaurant business remains to be seen, but it is certain that something basic is beginning to

change in the way consumers think of and source their meals.

Meanwhile, back on more familiar turf—traditional Full-Service and Limited-Service restaurants where

consumers purchase and eat prepared foods—the competitive picture is coming into sharper relief. The

success stories highlighted in this report clearly show that “me too” positioning is no longer adequate, even in

the sectors with the strongest built-in appeal to contemporary consumers.

This is especially true among Full-Service concepts. Consumers are weighing the value proposition offered

by restaurant meals ever more carefully. They are looking for “something more” than just decent food and

service—a more exciting menu, perhaps, or a more engaging “story.” In almost every case, growing concepts

stand out from the competition with a strong décor theme, an enhanced menu, or both.

With national trends showing that the Varied Menu category is a tired and troubled one, emerging chains in

this cluster must make themselves memorable to consumers—whether that means fresh seasonal fare in

elegant surroundings, wings and beer served amidst a vast collection of automotive memorabilia, or diner

décor complementing a breakfast-all-day menu.

It’s no longer sufficient to be a good hamburger restaurant; Cheeseburger in Paradise adds a tropical vibe

and the cachet of a famous singer in order to give patrons a “mini-vacation”.

One can no longer stand out from the competition as “just” a Mexican or Italian restaurant; Abuelo’s

Mexican Food Embassy upscales its fare to authentic regional Mexican, and Sugo adds tapas and Greek

specialties to its conventional Italian menu.

Seafood is a great growth cluster, but only for concepts that consumers find memorable. Fish City Grill,

with its down-home feel and Texas and Louisiana regional specialties, and Oceanaire Seafood Room, with

its ultra-fresh fish and high-end, retro elegance, are two divergent but successful approaches to

differentiation.

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Consumers seek something different in Limited-Service restaurants than they do when contemplating outings

to Full-Service eateries. The growth of Casual Dining over the past generation has given them higher

expectations for both food and service, but these expectations are increasingly being met with the lower-pricepoint,

less-hassle dining experiences offered by Quick-Casual restaurants. Quick Casual has seen strong

growth every year since the turn of the Millennium and is now revolutionizing the Limited-Service restaurant

business. Even as Quick-Casual chains encroach on Casual Dining turf, traditional LSRs are close behind,

upgrading their décor, comfort level and menu to more closely match the higher-caliber offerings of Quick-

Casual competitors. It is now obvious that the continued success of Quick Casual chains signals a fundamental

shift in consumers’ expectations of the restaurant experience.

None of the emerging LSR chains identified in this report represents an absolutely new idea. Most of the

growing clusters—Beverage concepts, Bakery Cafés, Other Sandwich concepts—have been “up and comers”

for several years. However, in each of these key clusters, emerging concepts are competing with very well

established and well defined competitors (Starbucks, Panera, Subway, etc.). Enticing consumers to pass up

the easy-to-find national chains in favor of an emerging chain requires a strong point of differentiation. In the

coffee sector, that point of differentiation could be gourmet teas or an expanded food menu; in the smoothie

sector, it could be high-quality fresh fruits; in the bakery café or sandwich sector, it could be French flair or

fresh regional ingredients.

Other growing LSR clusters, however, do seem to represent ideas more recently arrived on the national radar

screen:

Quick-Casual pizza and Italian is a step up from traditional LSR pizza, with many nascent chains

struggling to emerge. Brick-oven pizza, in particular, is a specialty treat consumers can’t get from either

their home ovens or from the mass-market pizza delivery chains. A broader menu “beyond pizza” adds to

the appeal of these chains.

Regional-style barbecue, like specialty pizza, requires equipment and cooking techniques to produce

specialty treat items that consumers can’t easily duplicate at home or obtain from mass-market chains.

Healthful fare menus based on salads, sandwiches or other entrées is an idea that also sees expression

in the Full-Service segment with Darden Restaurants’ Seasons

Indulgent limited menus—specializing in cupcakes, frozen custard or another specific “treat” item. Such

concepts fit changing lifestyles, as we see greater snacking and grazing, nontraditional dining hours, a

hunger for “small indulgences” and a desire on the part of some to compartmentalize their “treat” splurges

(in order to maintain more disciplined eating patterns on other occasions).

In the coming years, some of the emerging chains profiled here will struggle. Others—some of them, perhaps,

quite similar to the failed concepts—will emerge to become major players on the national scene. Some

companies will try a new tack with their emerging concepts, altering their menus or positioning to respond to

changes in consumer demand. Some chains will merge with their competitors to gain strength in numbers. In

every case, success will be determined by good business practices, careful alignment with changing consumer

demands and lifestyles, and positioning that allows the chain to stand out from its crowd of competitors.

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Appendix A:

Concept Profiles

©Technomic, Inc., The Top Emerging Chain Concept Report


Appendix A: Concept Profiles

Table of Contents

Abbott's Frozen Custard A-1

Abuelo's Mexican Food Embassy A-2

Banna Strow's A-3

Bobtail Soda Fountain A-4

Booeymonger Deli A-5

BrothersBBQ/ Blokes BBQ A-6

The Bubble Lounge A-7

Café Spice Express A-8

Cantina Laredo A-9

Cha for Tea A

Cheeseburger Charley's A

Cheeseburger in Paradise A

The Chop House A

The Coffee Bean & Tea Leaf A

Conway's BBQ A

Corky's Ribs & BBQ A

Crispers A

Doc Green's Gourmet Salads A

Dream Dinners A

Earl of Sandwich A

EatZi's Market & Bakery A

Elmer's casinobet77.asia A

Energy Kitchen A

F&B gudtfood A

Famous Famiglia A

Fatz Cafe A

Finale Desserterie A

Fish City Grill A

Flat Rock Grille A

Flying Biscuit Café A

Froots A

Full Moon Bar-B-Que A

Go Roma Italian Kitchen A

Golden Krust Caribbean Bakery & Grill A

Gyu-Kaku A

Hapa Sushi A

Happy Joe's Pizza and Ice Cream Parlor A

Hibachi San A

Il Mulino A

ink! Coffee A

Ivar's Seafood Bar A

Jazzman's Cafe A

Johnnie's Charcoal Broiler A

Johnny's New York Style Pizza A

Kabuki Japanese Restaurant A

K-Bob's Steakhouse A

Ker's WingHouse Bar & Gril A

Knowfat Lifestyle Grille A

Kokopelli Sonoran Grill A

Kyoto Bowl A

©Technomic, Inc., The Top Emerging Chain Concept Report


Le Pain Quotidien A

Lee's Sandwiches A

Let's Dish A

Loco's Deli & Pub A

Maid-Rite A

Masala Wok A

Maui Wowi Hawaiian Blends A

McGrath's Fish House A

Mein Bowl A

Mellow Mushroom A

Mocha Delites A

My Girlfriend's Kitchen A

NeXStore Marketplace A

Nothing But Noodles A

Oceanaire Seafood Room A

Offerdahl's Cafe Grill A

Orange A

Organic To Go A

Pandini's A

Paul Bakery & Café A

Peach's Rise & Dine A

Picnic Company Gourmet Café A

Pizza Patrón A

Port City Java A

Quaker Steak and Lube A

Real Food Daily A

RedBrick Pizza A

Sal e Carvao A

Sauce A

Seasons 52 A

Shane's Rib Shack A

Sharky's Woodfired Mexican Grill A

Sheetz A

Sky Ranch Grill A

Snappy Tomato Pizza A

Sonny Bryan's Smokehouse A

Spicy Pickle A

Sprinkles Cupcakes A

Starwich Salads & Sandwiches A

Sugo Restaurant & Tapas A

Sweet Lorraine's Café & Bar A

Sweet Peppers Deli A

Teavana A

Tin Fish A

Tokyo Joe's A

TooJay's Original Gourmet Deli A

Which Wich? A

Wild Noodles A

Wildflower Bread Company A

Willy's Mexicana Grill A

©Technomic, Inc., The Top Emerging Chain Concept Report


Abbott's

Frozen Custard

Concept Positioning

Abbott's Frozen Custard is a limited-service dessert concept known for its

legendary frozen custard in upstate New York. For more than years, the chain

has served communities in New York state but is now preparing to bring its

signature offerings to markets nationwide.

Arthur Abbott and his brother Charles first established Abbott's Custard in

They initially opened a small stand at Rye Beach, NY, and later began selling their

frozen custard at carnivals and beach resorts along the East Coast. In ,

Leonard and Thelma Schreiber purchased the chain. Franchising began in

In March , several Krispy Kreme stores in Boca Raton added Abbott's

products to its menus.

Abbott's restaurants are designed primarily as freestanding; there are a few kiosk

locations in shopping malls. The stand alone exterior design maintains the original

concept of an old-fashioned ice cream stand, with a walk-up ordering window.

Inside, the décor evokes the feel of a classic ice cream parlor, with black-andwhite

checked flooring, and chrome tables, chairs and stools. Units occupy

approximately 1, casinobet77.asia

Abbott's also partners with Bill Gray's, a unit burger chain based in Rochester,

NY. The chain offers Abbott's full menu in seven of its stores. Average unit

volumes for Abbott's are estimated at $ million. Key management includes Gail

Drew, president.

Menu Positioning

Abbott's specialty is frozen custard, served in a warm waffle cone, or in a cup as a

sundae. Frozen custard is similar to ice cream, but contains a higher amount of

butterfat, rendering the product much smoother and denser than ice cream.

Abbott's creamy concoction of egg yolks, cream and milk is prepared fresh daily

from the restaurant's original recipe. Sundaes are priced from $ to $ All

custard flavors are available as a milkshake or served in a cone. Custard cones

are usually hand-dipped in the customer's choice of sprinkles, nuts or candy

pieces. The most popular custard flavors are Vanilla and Chocolate Almond.

Abbott's bakes its own waffle cones throughout the day. Prices range from $

for a Kids' Cone to $ for a Super Large. For customers wanting a lighter

alternative to custard, Abbott's menus yogurts and sorbets, some in fat-free and

sugarfree varieties. Pints of frozen custard are also sold onsite and online for

$$ In addition, Abbott's line of custard cakes are available for special

occasions and can be customized. A custard cake serving a large party sells for

$ Most freestanding Abbott's stores close during winter months. During the

last few months of the year, the chain rolls out a sundae line of "fall flavors"pumpkin,

butter pecan, coffee, maple, rum butter and butterscotch-to complement

the autumn season. Also menued are fresh baked pies like pumpkin and apple.

Checks average $

Geographical Scope

Expansion continues within Rochester, NY, and its surrounding areas. Initially,

new growth will target East Coast markets, although the company also has its eye

on nationwide expansion and is aggressively seeking new franchisees. Outlets in

Vero Beach, FL, are the first to begin operations outside of New York state.

AT A GLANCE

Segment:

LSR

Cluster:

Frozen Desserts

Unit Characteristics:

U.S. Units

32

27

% Change 19%

Ownership:

Abbott's Frozen Custard

Contact Information:

Lake Avenue

Rochester, NY

Ph: /Fx:

casinobet77.asia

A

A-1

©Technomic, Inc., The Top Emerging Chain Concept Report


Abuelo's Mexican

Food Embassy

Concept Positioning

Combining authentic Mexican cuisine with Tex-Mex, Abuelo's Mexican

Food Embassy has created an innovative full-service concept that is as

much about the food as it is the experience. Restaurant décor

complements the menu's upscale Mexican positioning. The concept

positions itself as an authentic Mexican restaurant, and targets middle to

upper-middle income families.

The company seeks locations near or around retail malls and business

centers. Restaurants average 8, casinobet77.asia with seating for Walls are

adorned with hand-painted murals that interpret classic murals from

famous Mexican muralists such as Diego Rivera, Jose Clemente Orozco

and David Alfaro Siquieros. Hand-carved statues are also prominent at all

restaurants, as is an open-air courtyard that features a water fountain and

several life-size statues.

Menu Positioning

Abuelo's menu features appetizers, dips, salads, soups, platters and

combinations, enchiladas, house specialties, fajitas, specialty coffees and

desserts. Open for lunch and dinner, the menu features a mixture of

authentic Mexican specialties and traditional Tex-Mex favorites.

Enchiladas, platters and combinations served with a choice of papas con

chile or Mexican rice and a side of refried beans. Popular dessert items

include flan, margarita pie with Tequila sauce. Liquor served. Children

and senior menus available. Units typically open Sunday–Thursday

11am–10pm and Friday–Saturday 11am–11pm. Menu prices range from

$–$ Checks average $7 for lunch and $14 for dinner.

Geographical Scope

Abuelo’s Mexican Food Embassy will continue to expand throughout the

Southeast and Midwest. The company’s first Virginia location opened last

week and its first Florida location is slated to open in early Deals

are also set for openings in Ohio, Wisconsin, Tennessee and Virginia in


AT A GLANCE

Segment:

CDR

Cluster:

Mexican

Unit Characteristics:

U.S. Units

39

29

% Change 34%

Ownership:

Food Concepts International Holdings

Inc.

Contact Information:

S. Loop

Lubbock, TX

Ph: /Fx:

casinobet77.asia

A

A-2

©Technomic, Inc., The Top Emerging Chain Concept Report


Banna Strow's

Concept Positioning

Banna Strow's is a limited-service crepe concept based in Pembroke

Pines, FL, specializing in freshly made crepes prepared from its own

recipe. Based in shopping malls, the chain is gearing up for nationwide

expansion by positioning itself as a quick, fresh and healthy alternative to

typical food court fare.

The first Banna Strow's kiosk opened in Miami in In , the

company partnered with Chicago-based franchise marketing and

consulting firm Brand Name Franchising LLC to manage franchise sales

of single and multi-unit locations. Under this partnership, Banna Strow's is

positioning itself to take its concept nationwide. By the close of , 40

stores are scheduled to begin operations, with another 50 new units

opening through

Banna Strow's stores are designed to operate as kiosk units and are

installed in the center of high-traffic shopping malls or near the entrance

to busy food courts. As the chain expands, other types of sites will include

airports, hospitals, schools and stadiums. Banna Strow's does not

advertise and seeks sites in high foot traffic areas. Its location in Weston,

FL, is a recently launched strip mall concept that features its bold colors of

bright gold and purple, and offers seating (pictured). Kiosks average

casinobet77.asia The concept is currently active in Florida, Mexico and Colombia,

South America. Its newest location opened in Baton Rouge, LA, in May


The company reports total annual sales of $3 million. Key management

include Jamie Ortega, co-founder and chief executive officer; and Diego

Sardi, cofounder and president.

Menu Positioning

French for "pancake," the paper-thin, light crepes at Banna Strow's are

made-to-order, filled with either savory or sweet ingredients, folded and

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