How the Emerging Brand and Shark Tank-Backed OatMeals Ventures to Define a New Fast Casual Category

Emerging brands continue to outperform the pack of cornerstone restaurants brands over the past year and the category breakouts are in a race for leadership. Take the crowded fast casual pizza category that now has a clear leader that has prevailed in Mod Pizza.

More and more category challengers are being created in a variety of segments today.

When you analyze the healthy halo category, it’s being dominated by sweetgreen and Tender Greens with new challengers like Lemonade and Flower Child.

Fresh Mex has been holding strong with Chipotle, however, they have seen some fall off in the dominance they once had in meal occasions. This leads us to a much more fragmented field of new category leaders.

OatMeals, on the other hand, is one of these unusual but potentially new category entries that could set a new standard for what it means to innovate at the brand level.

I had a chance to sit down with Founder and CEO Samantha Stephens of OatMeals, a one-unit NYC concept that is aiming to transform what was once a breakfast only menu item into an entire category for menu innovation.

Join me and watch this episode of The Barron Report above as we discuss how consumers are responding to this unusual brand, what it takes to launch a concept like this, and what it was like to present to the sharks on hit TV show "Shark Tank" and actually get a deal with Lori Greiner to build out the brand concept with an entirely new approach to brand building.