A Mixed Message for Finalists in Fazoli's

The shop that wins Fazoli’s Italian Restaurants’ $15-20 million account faces a tough task defining a niche for the chain, which straddles the fast-food and fast-casual categories, restaurant analysts said.

“If they position themselves as fast food, they’re at the top end,” said Bob Sandelman of Bob Sandelman & Associates in Villa Park, Calif. “If they place themselves against casuals like Panera [Bread Co.], they might feel they don’t have that much distinction, because they’re more like them than they are different.”

Fazoli’s last week chose five agencies, including incumbent Meridian Communications in Lexington, Ky.,