New, casual restaurant chains

[eomaha]

Some of the many new restaurants having arrived on the scene.

Made to order: Restaurants go for quick, casual

Chipotle Mexican Grill arrived first this year, in April, offering made-to-order burritos and tacos at 147th Street and West Maple Road.

A month later, Camille's Sidewalk Cafe set up shop in the Shoppes at Lakeside with a menu that included sandwiches, soups and salads.

Qdoba Mexican Grill, serving large specially made burritos, nachos and tacos, made its debut in August near 120th and Blondo Streets.

And in September, Noodles & Company opened at 72nd and Dodge Streets with its noodles and pasta dishes.

During the past six months, Omaha's menu of quick-casual dining - restaurants that emphasize quick service, healthful food and meal preparation in front of the customer - has expanded rapidly.

Jim Partington, executive director of the Nebraska Restaurant Association in Lincoln, said quick-casual eateries fill a niche "that appeals to people who want fresh, made-to-order food, smaller menus and a little more service than what they would get at a drive-through or a fast-food restaurant."

Nationwide, quick-casual dining is expected to produce sales of $124 billion this year, up 3.9 percent over 2003, according to the National Restaurant Association 2004 Restaurant Industry Forecast. Sales by full-service restaurants, however, are expected to be even stronger, with $158 billion in sales, a 4.6 percent increase.

In Omaha, Nothing But Noodles beat this year's rush by opening at 171st Street and West Center Road in November 2003. Assistant General Manager Randy Walters said pasta and sauces are cooked fresh every day in the open kitchen.

"Nothing is made until an order is placed," he said.

Jennifer Hendrickson knew about Noodles & Company from her visits to Rochester, Minn., and was excited when she learned that the restaurant was coming to Omaha.

"It's fresh and pretty quick," Hendrickson said. "There are so many noodle dishes to try."

She visited the restaurant recently with Sophia, her 22-month-old daughter, to pick up an order of macaroni and cheese. She said they both like the food and the family-friendly atmosphere.

Representatives for Chipotle, Camille's, Qdoba and Noodles & Company said Omaha's demographics and the city's economic growth were factors in their decision to open here.

In general, their customers were described as middle-income and well-educated. The restaurants were built in areas with high daytime populations and close to homes, offices, shopping centers and other stores.

Chipotle Mexican Grill

3605 N. 147th St.
Opened: April 2004
Serves: Burritos and tacos
Locations: First opened in Lincoln last fall, a second Omaha location scheduled to open Nov. 5 at 201 S. 72nd St.
Based: In Denver, 360 locations nationwide
Source: Chipotle Mexican Grill

The Denver-based chain has been well-received in the Midwest, said spokeswoman Julie Goldsborough, and opening locations in Omaha was the next logical step.

Chipotle serves only two items - made-to-order, 20-ounce burritos and tacos.

"Every burrito is made just for you. . . . Everything is better-tasting and fresh."

Goldsborough acknowledged competition from other quick-casual chains.

"What distinguishes Chipotle is that it's gourmet food reasonably priced."

Camille's Sidewalk Cafe

16909 Lakeside Hills
Opened: May 2004
Serves: Wraps, soups, sandwiches, salads, desserts
Locations: Four more planned for the Omaha area
Based: In Tulsa, Okla., 50 locations nationwide, with 20 more scheduled to open this year
Source: Camille's Sidewalk Cafe

David Rutkauskas, founder, chairman and chief executive of the Tulsa, Okla.-based chain, said the company came to Omaha because of a lack of competition for its kind of food.

"We saw a big, wide opening to get our feet in the market," Rutkauskas said.

Rutkauskas said fresh fruits and vegetables are delivered daily. The restaurant serves wraps, deli sandwiches, salads, soups, smoothies, gourmet coffees and desserts.

"We play to our strengths. People enjoy seeing their food being made. It promotes a healthy lifestyle. It's important to the consumer who is savvy about calories."

As for rival quick-casual restaurants, Rutkauskas said he welcomes the competition.

"Competition drives me to do better, think smarter and be more creative in recipe and menu development."

Qdoba Mexican Grill

2101 N. 120th St.
Opened: August 2004
Serves: Burritos, quesadillas, taco salads, nachos, tacos, soup
Locations: Three more planned in Omaha, two for Lincoln over the next year
Based: In Wheat Ridge, Colo., more than 100 locations nationwide
Source: Qdoba Mexican Grill

Steve Honner, operating partner in Qdoba Mexican Grill, said something was lacking in the fast-casual market in Omaha, which explains his company's decision to open here.

Qdoba, he said, felt there was "definitely room in the market; so did several other chains."

Qdoba goes head to head in several markets with Chipotle Mexican Grill.

"There's plenty of room," Honner said. "Both are doing great."

Qdoba features large signature burritos, grilled quesadillas, taco salads, nachos and soup.

Everything is prepared fresh daily, he said, adding that the restaurant doesn't use a microwave or frozen food. Qdoba's menu appeals to diners counting calories, regardless of their diets, he said.

Noodles & Company

203 S. 72nd St.
Opened: September 2004
Serves: Noodle and pasta dishes
Locations: Second scheduled to open early 2005 at the Shops of Legacy
Based: In Boulder, Colo., 97 locations nationwide
Source: Noodles & Company

Aaron Kennedy describes his "global noodle" concept as "high-quality food that is fresh, affordable and fast."

Kennedy - founder, chairman and chief executive - said the company's growth strategy is to saturate the Midwest with restaurants between Michigan and Colorado. Nebraska and Iowa are the only two remaining states in which to establish a strong presence, he said.

Kennedy called the new restaurant on 72nd Street the "brand-building location."

Quick-casual dining with visible food preparation is popular because diners like to control what they eat, he said.

Like Nothing But Noodles, Noodles & Company servers bring orders to the table, and the restaurant uses china and silverware, rather than plastic and Styrofoam.

"We cook food to order like in a fine restaurant or in your home," Kennedy said.

Nothing But Noodles

2559 S. 171st St.
Opened: November 2003
Serves: Pasta and noodle dishes
Locations: Three more planned in Omaha, two for Lincoln
Based: In Scottsdale, Ariz., about 40 locations nationwide
Source: Nothing But Noodles

Appetite for growth

For 2004, quick-service restaurant sales were expected to grow to $124 billion, a 3.9 percent increase.
Full-service restaurant sales were expected to grow to $158 billion, 4.6 percent increase.
Overall, restaurant-industry sales were projected to reach a record $440 billion, a 4.4 percent increase, the 13th year of consecutive sales growth.
Source: National Restaurant Association 2004 Forecast

[papiostud]

Lincoln already has Chipolte Mexican Grill. Excellent food!

[Finn]

Wait till you get Baja Fresh. Oh mama!