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Prof. Hans Taparia on the appeal of "fast casual" restaurants such as Chipotle and Shake Shack

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Excerpt from BBC News -- "'When you look at fast casual as a category, it tends to offer the promise of fresher food that's prepared more on-site, that is sourced more sustainably,' says Hans Taparia, a professor at New York University's Stern School of Business. This model is particularly appealing to millennials, he adds, who tend to care less about price - the average 'fast-casual' meal is $7.50, compared to $5 for a meal at a chain like Wendy's - than about ethics. 'Every marketer is trying to get access to this millennial consumer - it's an 80-million person strong consumer base, the largest demographic alive today,' says Prof Taparia."

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Additional coverage appeared on BBC.