Thursday, September 06, 2012

Lyfe Kitchen - fast food with a difference

Wired has published an article looking at a new fast food venture co-founded by Mike Roberts, McDonald's former president and chief operating officer.

Excerpts follow:

"At Lyfe Kitchen (the name is an acronym for Love Your Food Everyday), all the cookies shall be dairy-free, all the beef from grass-fed, humanely raised cows. At Lyfe Kitchen there shall be no butter, no cream, no white sugar, no white flour, no high-fructose corn syrup, no GMOs, no trans fats, no additives, and no need for alarm: There will still be plenty of burgers, not to mention manifold kegs of organic beer and carafes of biodynamic wine."

"Lyfe’s ambition is to open hundreds of restaurants around the US, in the span of just five years."

"The former Golden Archers hope to transform the way the world produces organic ingredients, doing for responsibly grown meat and veggies what McDonald’s did for factory-farmed beef."

"Yesterday’s supply-chain infrastructure, the one that Roberts and his colleagues helped to perfect, was based on boxed patties and buns that had been treated with preservatives and designer enzymes. But new flash-freezing and high-pressure-pasteurization methods have enabled retailers like Lyfe to deliver dishes free of magnesium lactate, triammonium citrate, and other preservatives."