Fast Casual's Next Big Thing: How Toastique is Revolutionizing the "Better-for-You" Category

Jun 23, 2025

The fast casual sector is experiencing unprecedented growth, with projections suggesting it could become a $300 billion market by 2030—potentially capturing 30% of major Western markets. On a recent episode of the The Restaurant Report podcast, host Paul Barron and co-host Paul Molinari explored this booming segment with Brianna Keefe, founder and CEO of Toastique, a gourmet toast and juice bar concept that's setting new standards in the "better-for-you" category.

Since launching in Washington, D.C. in 2018, Toastique has expanded to 42 locations with plans to open 25-27 more by year's end—growth that Barron described as "setting land speed records." What started as Keefe's attempt to "create myself a job" has exploded into a franchise powerhouse built on an unwavering commitment to quality. Everything at Toastique is made in-house, from their signature avocado smash and pickled onions to their peanut butter, with no added sugars or sweeteners in their fresh juices and smoothies. The concept also features a full espresso bar with coffee from hand-selected farms, creating what Keefe calls "really just a high-quality cafe."

The brand's success stems from its strategic positioning in the fast casual sweet spot—offering premium, Instagram-worthy food that customers can eat daily without compromising their health goals. Toastique targets middle to upper-class demographics in both urban and suburban markets, with units ranging from 1,000 to 2,300 square feet and a sweet spot around 1,500 square feet. The concept proved remarkably resilient during the pandemic, never closing a single day and successfully pivoting to delivery despite initial concerns about food quality during transport. This adaptability led to the development of popular wellness shots and expanded their beverage program.

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Keefe's franchise strategy focuses heavily on finding owner-operators who share her passion and vision for community connection. Each location partners with local artists for custom murals, maintaining brand consistency while allowing for local personalization. The company requires all employees, even part-time staff, to pass a 50-question quiz before working the register, ensuring they can make personalized recommendations to health-conscious customers who often seek guidance on menu choices. This emphasis on human connection and expertise makes Keefe skeptical about incorporating robotics, preferring to invest in staff training and customer relationships.

The technology stack remains intentionally streamlined, with mandated POS systems and loyalty programs across all locations, while leveraging the brand's natural social media appeal—90% of customers photograph their food. Some locations have added liquor licenses for healthier cocktails, though this remains optional and location-dependent based on state regulations and costs. Operating hours typically run 7 AM to 5 PM or 7 PM, with peak performance during breakfast, brunch, and lunch periods, though some locations see success extending into early evening.

Looking ahead, Keefe believes fast casual represents the future of the restaurant industry, particularly for brands that can deliver healthy options without sacrificing speed or convenience. The "better-for-you" category addresses a growing consumer demand for nutritious food that doesn't require an hour-long sit-down experience or extensive home preparation. As Barron noted, Toastique checks all the boxes for fast casual success: customization, freshness, convenience, strong branding, elevated atmosphere, and smart expansion strategies. With its unique positioning at the intersection of health, convenience, and aesthetic appeal, Toastique appears well-positioned to capitalize on the continued growth of health-conscious dining and the broader fast casual revolution.