4Food (which we first wrote about here) bills itself as a socially networked quick service restaurant company, on a mission to de-junk fast food by bringing “fast food that’s fresh, delicious, and nutritious” to everyone. The restaurants are designed to function as community hubs, serving local appetites with healthy, customizable options. 4Food commits to using no fads, fillers or anything artificial in its product – and to “revolutionizing counter culture, in real-time”.
For 4Food, revolutionizing counter culture means:
- Upgrading food that people already eat, making it measurably healthier than existing products – and customized to individual and local palates
- Dynamic Menu Boards reduce waste and enable the brand to feature seasonal and occasional products
- Use of advanced, web-based technologies to make personalized recommendations tailored to guests’ nutrition and lifestyle goals
- Fresh, local produce is transformed into menu offerings in the Community Kitchen Commissary – a vocational training center
- Build with natural construction materials
4Food’s signature product is the W(hole)burger, a donut shaped beef, lamb, pork, turkey, veggie, salmon or egg patty – balanced (made whole) by one of 25 ethnically diverse Veggiescoop centers, each offering unique nutritional attributes. The holes are punched out of the patties to make room for the Veggiescoop sides, and served as a Skewer. They ultimately become “the perfect bunless, low-carb sharing food”.
A gimmick in the fast food landscape, or a truly innovative and substantially more nutritious and healthier alternative? Transparency into the W(hole) burger’s nutritional content will help provide additional clarity. Location #1 opens on Tuesday, July 6th, 2010 at 40th Street and Madison Avenue, between Bryant Park and Grand Central Station.
A video surmising the story behind the concept can be viewed here.