Our mission is to De-junk fast food™. We bring fast food that's fresh, delicious, and nutritious to all ages, lifestyles, incomes, and ethnicities. No fads, fillers, or anything artificial. We're revolutionizing counter culture, in real-time.
Our restaurants are designed to function as community hubs, as they satisfy local appetites in healthy, customizable ways.
Revolutionizing counter culture means:
- We upgrade food that people already eat-burgers, nuggets, fries, salads and teas-transforming them into new menu items that are convenient, and almost infinitely customizable to our guests' lifestyles and cultural preferences. Our food is measurably healthier than existing products.
Dynamic Menu Boards reduce waste and enable us to feature seasonal and occasional products.
Our advanced suite of web-based technologies ("We Know You Better™") allow us to make personalized recommendations that meet our guest's nutrition and lifestyle goals.
Fresh, local produce is transformed into our menu offerings in the Community Kitchen Commissary-a vocational training center.
We build with natural construction materials that are abundant and regenerative.
Our signature product is the (W)holeburger™ a donut shaped, beef, lamb, pork, turkey, veggie, salmon or egg patty-balanced (made whole) by one of 25 ethnically diverse Veggiescoop centers, each with unique nutritional attributes. We make Skewers with the holes we punch out of the patties, which when accompanied by Veggiescoop sides, become the perfect bunless, low-carb, sharing food.
Partners in 4food include the founders Adam Kidron and Michael Shuman; Bill Niman the founder of Niman Ranch, the largest purveyor of natural meats in the US with revenues of over $100 million; Dr. Woodson Merrill, founder of the Beth Israel Center for Integrated Medicine and a leading authority on wellness and nutrition; and Ed Winter, Chairman of Omnicom's "Brand Activation" Agency, Tracy Locke, and one of the foremost experts on marketing to young people in the US.