McDonald's charges €6 for a hamburger. Shake Shack charges €13. There are locations in Madrid that charge €18-€22 and have queues outside.

The difference isn't just the product, although the product matters too. It's the space. A place that justifies €18 for a burger has to visually communicate that it makes sense. If the space looks like a standard fast-food joint, €18 seems excessive. If the space has character, quality materials, and a distinctive atmosphere, the price feels reasonable.

Fast casual: where design has a higher return per euro invested

Fast casual is the restaurant segment where design has the greatest relative impact. It's informal yet aspirational. Quick yet thoughtful. Affordable yet distinctive.

The Madrid fast-casual premium customer, aged between 25 and 45 with a medium-to-high income, is accustomed to spaces with personality. If the place where they eat their €18 burger could be any franchise, there's a disconnect. If it has its own unique and authentic identity, the price is perceived as justified.

The elements that make a top-tier fast casual restaurant work

Speed and comfort can coexist

Fast casual needs to be quick, but it shouldn't feel like an assembly line. The design must allow for table turnover without making customers feel pressured to leave.

Hard furniture (fixed benches, high stools) speeds up customer turnover because it's less comfortable for lingering. More comfortable furniture (seats with backrests, cushions) slows it down. A balance between the two types in the same space, with distinct areas, is the most effective solution.

Materials: authenticity over perfection

Premium fast casual doesn't need marble. It needs authenticity. Industrial wood, exposed steel, brick, cement, good-quality synthetic leather. Materials that look genuine and have character, not luxury materials that would be out of place in a casual setting.

The most common mistake is trying to create a fast-casual experience that resembles a luxury restaurant. The result is disorienting for the customer, who isn't sure if they're in the right place.

Warm lighting, not cold lighting

Cold lighting is the biggest enemy of premium fast casual. It suggests a chain restaurant and makes it difficult to photograph the product. Warm lighting, with spotlights on tables and the ordering area, creates a welcoming atmosphere even with fast, tray service.

The ordering area: where the experience begins

The ordering area in a fast-casual restaurant is the equivalent of the open kitchen in a restaurant. It's where the customer sees the product, places their order, and waits. It needs to be clear, visually appealing, and efficient.

A well-designed menu (not overly long, with appetizing photographs or no photos but with descriptions that sell), a waiting area where the customer can see the preparation, and a delivery with some ritual of its own elevate the perception above the standard fast casual.

Actual budget: 80-130m² fast casual restaurant in Madrid

• Civil works and distribution: 14,000-22,000 euros
• Kitchen (if it's a new opening): 35,000-60,000 euros
• Furniture (tables + benches + stools): 16,000-28,000 euros
• Warm, focused lighting: 8,000-15,000 euros
• Claddings and finishes with character: 12,000-20,000 euros
• Ordering area and waiting area: 6,000-10,000 euros
• Signage and menu design: 4,000-7,000 euros
• Project and management: 7,000-12,000 euros
• Total without kitchen: 67,000-114,000 euros

A 100m² fast-casual restaurant with seating for 60 and a turnover of 2.5 times at lunchtime and 2 times in the evening, with an average ticket price of €17, can generate €20,000-€28,000 in monthly revenue. The €4 difference per ticket price compared to the cheapest competitors translates to an additional €9,600 per month for a restaurant serving 2,400 customers.

Are you opening or renovating a fast casual restaurant in Madrid?

Tell us about the space, the product concept, and the average transaction value you want to achieve. We'll design a space that justifies the price.

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