Suggested Attributes of Brand-New Fast Casual 2.0 Restaurants Through Conjoint Analysis

As consumer behaviours, cultures, and technologies evolve, restaurants must adapt, and fast casual formats represent innovative responses to these shifts. The present study aims to identify the key attributes defining Fast Casual 2.0 and evaluate their importance. Conjoint Analysis with 144 participants was used to assess 16 designed restaurant profile cards. Findings highlight six critical dimensions, with accessibility, atmosphere, service differentiation, and sustainability prioritized, while price promotions and standardized branding proved less influential. The study contributes to consumer behaviour literature by demonstrating how consumers balance hedonic, experiential, and sustainability expectations in hybrid dining formats, offering guidance for competitive concept design.