Zoë's Kitchen is a successful restaurant in a new segment of a mature restaurant market. This company creates a home-like atmosphere so that the consumer gives the perception of a meal at home. There are many competitors in the market and only for this company. However, Zoë is differentiated enough as a whole to have no real competition. The casual fast food market is threatened by fast food chains entering the market through mergers and the addition of healthier foods to menus. The purpose of this analysis is to inform and draw a conclusion about what this company should do for its future. It is reasonable to believe that this company needs to expand or do something to maintain its current competitive advantage. Otherwise, in this growing market, the company will find itself far behind the large restaurant chains that are earning substantial interest in this new market. Zoë's cooking was a natural extension of Zoë Cassimus' own cooking. It was a place driven by its love of family and warm hospitality. Marcus and Zoe opened the first restaurant in Homewood, Alabama in 1995, serving lunch only 5 days a week. As of December 2005, there were 16 locations in 5 states. The menu included a healthy selection of recipes carefully created from scratch, which produced the freshest foods and also promoted good health. His son John grew the business from a single-family restaurant to one of the leading concepts in the fast casual dining industry. This fast casual dining category was the most recent segment to emerge in the maturing industry. John Cassimus, president, CEO and...... middle of paper ......s. It would also mean adding something new to the business, such as a takeout or delivery service. In conclusion of this article, it appears from the reasoning studied that this company must do something else to maintain its competitive advantage in the segment. Many factors could be considered as to why this business should expand into this industry. It is also necessary that other attributes of the company can be added to offer the consumer a better service. This could include services such as delivering directly to your home or setting up a pick-up window or carrying out a service. The reason we do these things is to maintain advantages over competitors, which include the largest restaurant chains trying to enter the market..