There is a growing restaurant fad in which side dishes are featured as the main course. This appears to be the next wave of the “snack” trend, following in the footsteps of the upscale coffee/tea/dessert/boba craze. As customers seek quick and convenient bites to eat at cheaper price points, they are consequently gravitating to “side dish” restaurant brands that focus on meals such as macaroni and cheese, french fries or salads. Today’s discerning millennial and Gen Z consumers still expect to have creative flourishes in their food, so these side dish restaurant concepts have incorporated the “assembly line” customization for ordering add-ons, such as proteins or exotic vegetables. This idea of promoting the basic, American comfort food side dish to entrée status has materialized into a full-blown phenomenon, with I Heart Mac & Cheese, Mr. Fries Man and Salad and Go being the brands in this category that are currently on the precipice of massive national expansion.
The I Heart Mac & Cheese franchise is on a major expansion trajectory, expecting to open up to 30 new units per year over the next three years. Franchise growth is strong in all U.S. territories, especially the South and the Midwest, with Northern California, the Dakotas and Long Island, N.Y., also seeing new units. Look for Arizona to especially see a lot of growth, with Tempe, Maricopa and Chandler being eyed. Indiana, Florida, Ohio and Michigan markets are also seeing strong expansion. I Heart Mac & Cheese seeks inline and end cap space in strip malls, grocery-anchored properties, mall food courts and the ground floor of mixed-use buildings, ideally in suburban areas near universities and office developments with high pedestrian traffic. The brand’s demographic range is wide, with the Gen Z college crowd, office workers and young families alike all being targeted. I Heart Mac & Cheese revamped its prototype interiors in July to encourage dine-in photo-op experiences, with features such as a greenery wall. The restaurant’s macaroni and cheese can be customized with the customer’s choice of various sauces, vegetables, cheese and protein options, such as pulled pork, lobster, bacon and ground beef.
Mr. Fries Man recently started franchising in the late summer of 2020, and already has franchise deals in place for at least 20 locations. Look for immediate growth in Atlanta, Raleigh-Durham, N.C., New Orleans and Houston, followed by continued expansion within the South and Southeast. Expect more units within Southern California, especially in San Diego and the Inland Empire, in addition to Sacramento. Elsewhere, the brand is also growing throughout Northern Las Vegas and Salt Lake City. Mr. Fries Man seeks standalone or end cap sites in the 850- to 1,700-s.f. range. Space can be in strip malls, power centers, street-front units, including those off Main and Main, and urban ground-floor units of mixed-use developments. Ideal spots would be in trendy neighborhoods within close vicinity to universities, bars and quick stop convenience stores/gas stations, such as Circle K, with preferred co-tenants being food brands popular with Gen Z and young millennials, such as Insomnia Cookies and Starbucks. Because of the cheaper price point of the items, potential units would also work well in vacant restaurant space in distressed urban and suburban neighborhoods. Mr. Fries Man specializes in “loaded” fries orders, offering a selection of toppings including a choice of proteins — such as chicken, shrimp, crab and steak — and a choice of sauces and additional toppings, including bacon, cheese, chili and barbecue sauce.
The privately-owned, Arizona-based Salad and Go expects to open between eight and 15 new units per year over the next two years. This was the first year the drive-thru only restaurant concept expanded outside of its home state of Arizona, opening five units in Dallas/Fort Worth and its surrounding areas, and the chain anticipates opening at least five more units in Houston in 2022. Rumors are circulating that Salad and Go is also eyeing growth into new states, with Southern California and New Orleans on the company’s radar for potential sites. The health-minded salad brand prefers to build its 656-s.f. prototype drive-thru building on a pad site between 25,000 and 50,000 s.f., near convenience stores/gas stations, such as 7-Eleven, or within power centers close to a busy street with strong daytime traffic. End cap drive-thru units will also be considered. Sites can be in metro neighborhoods or in outlying suburban communities near business parks or universities. Co-tenants can include budget-conscious brands such as Five Below and Goodwill, as the salads are offered at a price point under $6. Other preferred co-tenants include quick-service restaurants, such as Chick-fil-A. Salad and Go is known for its affordable salads, as well as wraps, soups and breakfast burritos, geared to the cost-conscious customer seeking quick-yet-healthy food.
