What is Fresh Casual?

 
 
what-1.jpg

The next generation beyond fast casual dining, which is the fastest growing segment in the restaurant industry.

what-2.jpg

Provides curated, chef-driven foods that balance sophisticated flavors with healthfulness. 65% of consumers said they would be more likely to visit a fresh casual restaurant if it were chef driven.

what-3.jpg

Quality, local sourced food served in a quick and accessible manner, making it easy for guests to maintain a healthful lifestyle on the go.

 
Screen Shot 2018-03-25 at 5.38.59 PM.png
 
 
 

 
 

Why the Demand for Fresh Casual?

 
 
demand-1.jpg

95% of consumers ranked food and ingredient quality among the most important attributes of a restaurant.

Consumers are demanding sustainable, locally sourced ingredients that are flavorful with transparency in their preparation.

demand-3.jpg

Restaurant-goers are looking for healthful and nutritious options to go along with their fast-paced lives.

demand-4.jpg

Fresh Casual is a warm, inviting settingthat brings people together.

demand-5.jpg

Guests are requiring more meal customization for themselves and family.

 
 
 

 
 

We Did our Homework

 

Restaurants such as Tender Greens, Lemonade and Modern Market have shown significant success, bringing in over $3.5M in revenue per store in 3,000 square feet with over 20% EBITDA.

 
 
homework-1.jpg

Tender Greens

California

homework-2.jpg

Lemonade

California

homework-3.jpg

Agra Culture

Minnesota

Modern Market

Arizona, Colorado, Texas, New Jersey, Maryland

homework-5.jpg

Urban Plates

California

homework-6.jpg

Doc B’s

Illinois, Florida, Texas

 
 
 

 
 

Why Seesaw is the Next Generation

 

Behind Seesaw is an unrivaled team of experienced chefs and restaurateurs whose proven success in the industry mitigates start-up risk and ensures a first-mover advantage in the next generation of fast casual.

 
 
IMG_8366.JPG

Doug Roth

FOUNDER & OPERATOR

Doug has top-to-bottom, hands-on experience in all aspects of the restaurant industry, having developed, owned and operated nationally-recognized concepts including Bistro 110 and Blackhawk Lodge with Levy Restaurants. As a third-generation restaurateur, he is on a mission to bring responsibly grown food to a wider audience with a new fresh casual restaurant concept: Seesaw. He currently operates Playground Hospitality, devoted to restaurant consulting and development.

why-2.jpg

Gale Gand

CONSULTING PARTNER

Gale Gand is a two-time James Beard Award-winning pastry chef & partner of SpritzBurger in Chicago. Gale was the host of Food Network “Sweet Dreams” and has authored 8 cookbooks. She has been inducted to the Chicago Chefs Hall of Fame, produces Gale’s Root Beer, and is the mother of 3.

why-3.jpg

Dan Smith

CONSULTING PARTNER

Dan Smith, one half of The Hearty Boys, is a trend-setting Chicago caterer. In the last 15 years he has served the likes of President Obama and Oprah Winfrey and produced events for 10 to 10,000. He and partner Steve McDonagh were the original Next Food Network Star winners and subsequently hosted their own Food Network series, “Party Line with The Hearty Boys.”

why-4.jpg

Richard Kincaid

PARTNER & ADVISOR

Richard Kincaid was the president and chief executive officer of Equity Office Properties Trust until its acquisition by the Blackstone Group. He is currently the President and Founder of the BeCause Foundation. Richard is also an investor/advisor/director for 10 early stage companies in healthcare, social media, biotechnology, media and parking.

 
 

No matter if it’s our food choices or the ups and downs that life offers, we are always trying to find our happy balance.

why-10-2.jpg
 

We have taken the cliché out of farm-to-table by developing a creative approach to food, beverage, service and ambiance. Our counter-service concept is for all generations, from Millennials to Boomers.

 Seesaw rendering

Seesaw rendering

 

Currently there is no concept like this in Chicago, but the category has proved to be very successful and scalable in other regions.

why-5.jpg
 

We offer a modular menu that provides customized restaurant-quality food, responsibly sourced, at affordable process.

why-11.jpg
 

The restaurant’s chef-driven menu is designed to create craves, lead to repeat visits and high take-out volume, while avoiding the veto factor.

 

Cutting edge technology reduces many of the costs associated with labor and food.

why-6-2.jpg
 
 
gallery-3.jpg
gallery-4.jpg
gallery-2.jpg
gallery-6.jpg
gallery-8.jpg
gallery-7.jpg
gallery-9.jpg
gallery-10.jpg
 
 
logo.png

Doug Roth

847-770-1170

doug@playgroundhospitality.com