QSR May 2023

EDITOR’S LETTER

An Optimistic Era Begins

I joined QSR Magazine in January 2020 not knowing much about res taurant operations. I was naive about same-store sales, barbell menu strategies, EBITDA, and the like. The learning curve was steep. And that was before March when the entire industry changed forever. The past three years have been one entirely teachable moment for my editorial colleagues and me. Not only did we report on an unprecedented global pandemic (and still are to an extent), but we were privileged to tell stories of how so many restaurateurs fought their way through restrictions, delays, and a changing consumer base. Drinking from a firehouse, baptism by fire, between a rock and a hard place— we’ve heard all the euphemisms from executives in recent years. Being part of the restaurant world for only a couple of months, it was an oppor tunity for me to gain a first impression. I was left marveling at operators’ ability to adjust against an obstacle so unfamiliar and widespread. Last year was my first visit to the annual National Restaurant Association Show, which had been canceled the previous two years due to COVID. Chicago’s McCormick Center was full of buzz and excitement around people being together again. To say it was fascinating and captivating would be an understatement. The show is truly a maze of innovation, and I look forward to an even bigger spark this year. I now find myself in the position of QSR editor, with greater control over telling the best stories this beautiful industry has to offer. As I look back on where I came from, no topic seems more fitting than growth and develop

ment. That may seem odd, considering the word “recession” has been used countless times by economists and government officials in the past year. But we’re talking about restaurants here. Drive-thru, digital, and deliv ery—they always seem to find a way forward. With that said, it’s quite appropriate that Dutch Bros ( page 30 ) takes center stage as our cover feature for the May issue. Cold beverages are the brand’s main sales driver, but metaphorically speaking, the chain is hotter than ever. The company finished 2022 with 671 shops, and it expects to eclipse 800 units this year, making good on a promise to do so back in 2018. In terms of unit count, Dutch Bros is the third-largest beverage chain in the U.S., following Starbucks and Dunkin’; $1 billion in annual sales and 1,000 units are well within reach, recession be damned. I’m also excited about what’s to come for my own team. My colleague Callie Evergreen assumed leadership of FSR Magazine, our sister publica tion. Sam Danley, who took the pulse of the quick-service pizza wars in this month’s issue ( page 42 ), joined as our associate editor earlier this year. Last, but certainly not least, is our fearless leader Danny Klein, who is leaning heavily into his role as editorial direc tor and organizing the bigger picture. Brighter days are not ahead, they’re here. Witness it. Hear it. Heck, even smell it. The restaurant industry is alive and well.

Restaurants proved resilient during COVID, and that’s not going to change now.

BCOLEY@WTWHMEDIA.COM QSR MAGAZINE

Ben Coley, Editor

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MAY 2023 | QSR | www.qsrmagazine.com