I understand Blair's PC reference is around the computer and more specifically the creative campaign by Mac against PC. However, other than the incredible philanthropic efforts of Bill Gates, QSR will always be the PC (that's MS Windows) of dining until it can tell you where it sources its food products. It's the fine dining movement that's pioneering the return of the local farmer and CSAs in local neighborhoods. It's fine dining restaurants like Atlanta's Holeman and Finch and Abattoir that are serving up some of the most inventive dishes in America that are drawing Gen Y, Gen X and Cuspers. God save us if QSR becomes the innovative benchmark. That's a little like saying, the best shows on TV have "real and housewives" in them. Are there isolated examples of Mac-like behavior below the white table cloth line. Sure. Kudos to Chipotle for being very Mac when it comes to food quality and educating the consumer. So if Fast Casual can do it, then let's see if QSR can earn some Mac stripes. But today, I don't anticipate seeing any such references as iQSR. Not.
Dean, I see what you mean about trends trickling down from fine dining. Certainly that's where quick serves and fast casuals get a lot of their inspiration (ethnic, local, and organic trends for example). But each of the points you listed were more menu-focused.
What I think quick serves and fast casuals can offer that fine dining cannot is a more relaxed and casual atmosphere. Come as you are and throw your peanuts on the floor!
Certainly it's not for ever dining occasion, but with the economy the way it is and fine dining positioned as Wall Street's segment of choice, I think quick service stands a good chance of becoming chic.
I think we should agree to disagree. I'm not feeling the Mac in peanuts on the floor. Granted I think a concept like Five Guys is cool, smart and just perfect in its simplicity. But what you see with fine dining is way beyond menu. They are almost single-handedly creating a movement back to the local farmer ... the market square. You don't see a bunch of fast food guys showing to host an organic farmers market. Creating a movement, changing the tide. That's very mac. In addition, I think you are seeing restaurants like Abattoir and Holeman and Finch, even Atlanta's Restaurant of the Year, Restaurant Eugene, getting creative with small plate menus that relax price costs so consumers can enjoy great food without dropping three figures.