Fast-casual media spending tracks upwardFast-casual media spending tracks upward

For years, fast-casual chains promoted their brands by focusing on efficiently run locations powered by local store marketing muscle. More recently, however, several segment leaders have ratcheted up their advertising budgets to experiment with more traditional advertising tools like television and radio.

Nevertheless, even as officials at Chipotle Mexican Grill, Noodles & Company, Panera Bread and Smashburger test mass media’s power to enhance awareness and drive traffic, they insist they are not losing sight of the ground game. They will continue to differentiate themselves and establish expectations through localized public relations and digital marketing as well as by delivering on those messages through effective operations.

Chipotle...