A plaque remaining from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem.

Above, a 1934 plaque from the Big Apple Night Club at West 135th Street and Seventh Avenue in Harlem. Discarded as trash in 2006.

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Entry from January 19, 2015
Fast Fine (fast food/fast casual + fine dining)

The restaurant concept of “fast fine” (fast food/fast casual + fine dining) was created by restaurateur Pierre Panos, who opened his Fresh To Order (F2O) restaurant chain in 2005. F2O advertises “fine. food. fast.” and “fast fine” was cited on Twitter on March 4, 2011.

Pierre Panos explained “fast fine” in 2014:

“The next evolution of fast-casual restaurants, I think, combines the fast casual segment of the market with the price point of the fast casual but fine cuisine, an upscale dining environment. But more importantly, the food is basically re-engineered from fine dining to fast casual. It’s in between casual dining and fast casual and the chef-inspired entrees, paninis, soups and salads, which are freshly prepared, which are very flavorful and distinctive.”


Wikipedia: Fresh To Order
Fresh To Order (f2o) is a “Fine Fast,” casual dining franchise restaurant.

Background
Founded by restaurateur Pierre Panos in 2005, Fresh To Order opened its first location in 2006 and currently has eleven locations open in Florida, Georgia, and Tennessee.

Twitter
Carol Hilker
‏@CarolHilker
Fresh To Order “fast fine” dining concept plans to open 50 more franchises by 2015 http://dailyfranchisenews.typepad.com/my_weblog/
11:03 AM - 4 Mar 2011

Swipely
Fast Casual vs. Fast Fine Dining Trends
Swipely Team 7/30/13
(...)
So what are Fast Fine restaurants then?
If you imagine restaurant types on a number line with the two extremes being fast food on the left end and fine dining on the other, then fast casual restaurant would occupy a spot to the right of fast food. Somewhere in the middle of fast casual and fine dining, you would find the fast fine variety of restaurants.

These joints have attained what is perhaps the best of all combinations and have the maximum scope for creativity for chefs. Their main selling point is to offer the patrons the taste of fine dining food for a lesser price and a quicker delivery time.

The idea is to do away with the negative aspects of fine dining like long reservations, high price and longer turnaround time. The chefs in these restaurants typically offer food that can be obtained fresh from local farmers or fishermen.

Orlando (FL) Sentinel
Talking with
Giriam Patel: Veteran restaurateur aims for ‘fast fine’ dining niche

April 27, 2014|By Sandra Pedicini, Orlando Sentinel
Giriam Patel, a former Golden Corral franchisee, has brought Florida its first Fresh To Order.
(...)
CFB: Founder Pierre Panos calls the concept fast fine. Can you define that?
The next evolution of fast-casual restaurants, I think, combines the fast casual segment of the market with the price point of the fast casual but fine cuisine, an upscale dining environment. But more importantly, the food is basically re-engineered from fine dining to fast casual. It’s in between casual dining and fast casual and the chef-inspired entrees, paninis, soups and salads, which are freshly prepared, which are very flavorful and distinctive. In fact, F2O was 2013 Nation’s Restaurant News hot concept as well. (It was one of several named in the trade publication.)

FastCasual.com
Fresh To Order CEO: Fast casual concepts need to ‘elevate up’
July 15, 2014 | by Alicia Kelso
Few people in the restaurant industry share Pierre Panos’ unique perspective. The South African native is the CEO of Fresh To Order, what he calls a “fast fine” dining concept. He is also a 50-unit Papa John’s franchisee and owns a fine dining concept in Atlanta, called Brookwood Grill.
(...)
FastCasual.com: You describe Fresh To Order as ‘fast fine.’ What does that mean?
PP: We do feel we pioneered a new segment and we’re seeing huge explosions in this area. Fast casual restaurants are slowly trying to elevate up to fast fine, just like QSRs are elevating up to fast casual. In 2006, we opened our first unit, but the idea was put together two years prior to that. The genesis was we wanted to create something from our fine dining background – take that quality food and get it to the masses, quickly, not expensively and in a nice surrounding. But we wanted to stay at that $10 to $11 price point.

Nation’s Restaurant News
‘Fast fine’ could be the new casual dining
Lisa Jennings
Aug 6, 2014
As the $34.5 billion fast-casual segment evolves, some players are carving out a new niche within the space that pushes the boundary closer to casual and fine dining. These players tend to refer to their brands as “premium fast casual,” or “fast fine,” and they’re taking steps to further distance their concepts from what has traditionally been known as fast food.

Restaurant Development + Design
December 1, 2014
“Fast-Fine" Pioneer Fresh To Order Enters South Carolina
Atlanta-based Fresh To Order (f2o) opened its 13th location on November 19 and the first for the fast-casual brand in South Carolina.

Located in Greenville, the new unit is operated by f2o franchisee Real Restaurant Group LLC, which plans to open five additional units in the Charlotte market.

With the Greenville location, the brand is introducing some new twists on its “fine. food. fast.”

Gumtree.com
January 8, 2015
Assistant Manager for a new concept, “Fast fine”, Soho eat out joint
Westminster, London
(...)
We’re launching the first outlet for Whaam Bánh mì, selling Vietnamese sandwiches and salads in a cult, edgy, fun environment.

Napa Valley (CA) Register
January 19, 2015
Young Turks adding ‘fast fine’ to Napa’s culinary lexicon
By L Pierce Carson
Come spring, Napans will be able to tuck into yet another culinary style called “fast fine” by a pair of young restaurateurs.

The brainchild of partners Jason Kupper and Ben Koenig, Heritage Eats is a new fast fine dining establishment in the Bel Aire Plaza pledging to provide top-quality product with a lot of savory bang for the buck.

(Trademark)
Word Mark FINE FOOD. FAST.
Goods and Services IC 039. US 100 105. G & S: Food delivery. FIRST USE: 20071207. FIRST USE IN COMMERCE: 20071207
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Trademark Search Facility Classification Code NOTATION-SYMBOLS Notation Symbols such as Non-Latin characters,punctuation and mathematical signs,zodiac signs,prescription marks
Serial Number 77280449
Filing Date September 15, 2007
Current Basis 1A
Original Filing Basis 1B
Published for Opposition February 26, 2008
Registration Number 3481939
Registration Date August 5, 2008
Owner (REGISTRANT) KMGI Corp. CORPORATION PANAMA c/o Alex Konanykhin 18101 Collins Avenue PH304 Sunny Isles Beach FLORIDA 33160
Disclaimer NO CLAIM IS MADE TO THE EXCLUSIVE RIGHT TO USE “FOOD” APART FROM THE MARK AS SHOWN
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator LIVE

(Trademark)
Word Mark FAST FINE
Goods and Services IC 043. US 100 101. G & S: Restaurant Services. FIRST USE: 20080301. FIRST USE IN COMMERCE: 20080802
Standard Characters Claimed
Mark Drawing Code (4) STANDARD CHARACTER MARK
Serial Number 77511446
Filing Date June 30, 2008
Current Basis 1A
Original Filing Basis 1B
Published for Opposition November 11, 2008
Registration Number 3567638
Registration Date January 27, 2009
Owner (REGISTRANT) W & M Cafe, Inc. DBA d/b/a Press 101 CORPORATION FLORIDA Suite 22 7600 Dr. Phillips Boulevard Orlando FLORIDA 32819
(LAST LISTED OWNER) PRESS 101 DEVELOPMENT, LLC LIMITED LIABILITY COMPANY FLORIDA 7600 DR PHILLIPS BLVD STE 22 ORLANDO FLORIDA 328197232
Assignment Recorded ASSIGNMENT RECORDED
Attorney of Record Jeffrey S. Boyles
Type of Mark SERVICE MARK
Register PRINCIPAL
Live/Dead Indicator LIVE

Posted by Barry Popik
New York CityFood/Drink • Monday, January 19, 2015 • Permalink