Fast Casual: Why Smiling Moose is betting on full-service concept

Smiling Moose Rocky Mountain Deli is looking to expand out of the quick service segment and into casual dining. According to a recent article in Fast Casual, the brand unveiled this new concept called Smiling Moose Sandwich Grill & Bar in Colorado last month.

"In the ever-changing and increasingly competitive restaurant world, we hope to evolve and stay on top of trends as the consumer base demands," said marketing director Shay Baumhauer.

The location offers an expanded menu featuring signature cocktails, an innovative brunch menu and traditional deli favorites. The brand is looking into adding a grab-and-go option as well to appeal to a wider variety of diners.

Stylistically, the location remains true to the brand's rustic roots. Technology has been added to further the experience, including charging stations and televisions for guests to use during their visits.

The location is meant to be an addition, not a replacement for the original chain. Baumhauer said, "We are hoping to grow both brands equally depending on what our franchisees are looking for or what the retail space demands."