Chipotle ignited the trend, captivating diners who sidestep down assembly lines picking burrito ingredients from employees behind the counter. In 2014 it increased its restaurants in the United States 11.6 percent, to 1,755.
But the most dramatic success for the format these days is with pizza, where toppings are selected—usually unlimited for a fixed price—for personal pies that are fed into gas-fired ovens that are 800 degrees and hotter, cooking in about three minutes.
Blaze Pizza, with celebrity investors including LeBron James and Maria Shriver, grew from just two units in Southern California in 2012 to 67 restaurants nationwide (and two in Canada) today.
“Historically for pizza every topping cost you a little bit more, but what’s different with the fast-casual artisanal down-the-line pizza category is you can choose any toppings all for one price,” said Jim Mizes, president of Blaze. “And with millennials, they are all about customization.”