Dive into the ranks from the fast food titans to ambitious newcomers to exceptional dining at three-star Michelin-rated restaurants. Uncover the position of your favorite eating-out brands and why.
Fast Food Restaurants
What you may observe are familiar names among the lowest tier of the pyramid – the fast food restaurants that represent brands such as McDonald’s. Burger King, Popeyes, KFC, and many more. This tier includes some well-known chains, and they provide their customers with a specific brand experience, that is all about the speed of service, convenience, consistency (same taste and quality), reasonable pricing, extended opening hours (many 24/7), focus on one product (chicken, beef, fish) or a diverse menu. This is still about buying products and value for money.
Fast Casual Hamburger and Pizza Restaurants
Moving up the hierarchy, we find fast casual, hamburger, and pizza restaurants. These brands are perceived by many customers as mid-market brands, with associated slightly higher pricing and perceived quality. Fast casual and pizza restaurant brands merge the quickness of fast food with the quality of casual dining, offering higher quality ingredients, and made-to-order meals in a trendy, relaxed setting. These restaurants feature diverse, and more sophisticated menus with healthier options at moderate prices. The atmosphere is inviting, often with some form of self-service component, all designed for both efficiency and comfort, making fast casual dining a popular choice for a quality, affordable eating experience. Well-known brands include Pizza Hut, Denny’s, Shake Shack, Yo Sushi, Pizza Express, for instance.
Slow Casual Restaurants and Pubs
The next category is slow casual restaurants and pubs. Aside from buffet-style establishments, slow casual dining restaurants generally offer table service. Examples of such chains include Harvester and Wetherspoons in the United Kingdom, and Applebee’s and Fridays in the United States. There are some common themes in their brand messaging including the emphasis on quality, classic menu items, packaging and offers, health options, and emotional connections. Whether it’s through the location, design of the establishment, customer service, experience, or social responsibility, these brands strive to resonate with their target audiences by conveying their core values and aspirations.
A significant characteristic of brands up to this level, including fast food, and casual restaurants, is their presence as stand-alone facilities, part of a mall, or central shopping districts within cities, and commonly found near one another. This can be attributed, in part, to the fact that many of these brands fall under the umbrella of major conglomerates such as Yum Brands, Darden, Restaurants Brands International, and Bloomin Brands which can negotiate for the portfolio of eating-out brands they own. Jesta Freak will dedicate a separate article about the ownership of brands in the coming months.
The Restaurant Brands Pyramid
Source: Jesta Freak
Premium (Casual) Dining Restaurants
Premium (casual) restaurants are upscale branded dining establishments that blend stylish ambiance with high-quality, globally inspired cuisine or focus on one category such as seafood or beef. The number of premium restaurant brands with international operations remains relatively limited, leading this category to include many standalone establishments. Global premium (casual) restaurant brands are diverse but range from Zuma, Moxies, Bagatelle, Cipriani, the Seafood Bar, and Buddha Bar, exemplifying this dining category. These venues typically feature a well-designed dining area alongside a vibrant lounge section and bar area, catering to a sophisticated clientele looking for a comprehensive dining experience that extends beyond just food and is about the experience.
The focus often includes an extensive drink menu that complements a diverse food selection with “signature dishes”. Expect special events, celebrity experiences, and DJs to entertain you. Located predominantly in upscale urban areas and city centers, premium casual restaurants are synonymous with a chic, contemporary dining experience. This dining model has gained traction in most (global) cities from Los Angeles, Paris, New York, Singapore, Dubai, to Tokyo, where it aligns with local tastes and trends, reflecting a global appreciation for fashion-forward, high-quality dining environments and experiences. Instagrammers and TikTokers are all over this restaurant category by promoting the food, the design of the restaurant, the location, and the overall experience.
Source: pexels-nicu-cobasnean-860727842-19748945
Exceptional Cuisine
This brings us to the next level of the restaurant hierarchy – fine dining restaurants. Similar to premium (casual) brands, there aren’t many major global brands active at first glance and you’re correct, these are mainly single stand-alone restaurants around the world. In the fine dining hierarchy, you can encounter one and two Michelin-star restaurants owned or marketed by celebrity or Michelin-starred chefs.
Many of us might not realize but these celebrity chefs have been actively developing and opening new restaurants and concepts globally. World-renowned Michelin-starred chefs such as Joël Robuchon (deceased), Alain Ducasse, and Gordon Ramsay, who hold 31, 21, and 17 Michelin stars respectively, boast iconic establishments like L’Atelier de Joël Robuchon, Le Louis XV, and Restaurant Gordon Ramsay, serving global epicenters from Paris, Dubai to Tokyo. Other culinary giants like Yannick Alléno and Pierre Gagnaire, with 15 and 14 stars respectively, extend their influence through kitchens such as Pavillon Ledoyen and Sketch, blending traditional and innovative cuisines. Similarly, Martin Berasategui and Enrico Bartolini, each with 12 stars, continue to elevate dining experiences at locations like Restaurante Martin Berasategui in Spain and Enrico Bartolini al Mudec in Milan, upholding high standards and promoting global dining excellence.
Fine Dining Restaurants
Finally, on the top of the Restaurant Brands Pyramid is the exclusivity of the exceptional cuisine high-end fine dining market, with only establishments awarded three Michelin stars or those recognized in the World’s Top 50 Best Restaurants. Consider the characteristics that define these venues: rare, one-time culinary delights, exceptionally high-quality food products that are uniquely sourced, meticulously prepared, and artistically presented dishes, locations in exclusive prime settings, extraordinary customer experiences, and personalized attention.
According to Michelin:
“Three MICHELIN Stars is our highest award, given for the superlative cooking of chefs at the peak of their profession; their cooking is elevated to an art form and some of their dishes are destined to become classics.”
As of 2024, the Michelin Guide lists 153 restaurants three (3) Michelin, with France leading with 30 establishments, followed by Japan with 20, Spain with 15, and both Italy and the United States featuring 13 each.
So which restaurants were the best in the world? According to The World’s 50 Best Restaurants, which was created in 2002, the top 50 restaurants provide once-in-a-lifetime dining experiences, and the top 10 in 2023 included:
Top 10: World’s 50 Best Restaurants Beyond Michelin Stars
Source: World’s 50 Best Restaurants 2023 and Michelin Guide 2024
The Restaurant Brands Pyramid provides initial insights into the brand chains operating within the restaurant market. The industry is consolidating, with many conglomerates attempting to cover all categories. Perhaps in time, we will see a company akin to LVMH emerge in the restaurant industry, beginning to dominate the high-end. However, we do not envy anyone who tries to control these Michelin-star chefs.
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