Highly Organized Sustainable Food Is Next, Former McDonald’s Executive Says

Sprouts, sprouts, let it all out. Photo: Courtesy WIRED

What sets Lyfe Kitchen apart from the multitude of fast-food startups angling to open hundreds of locations is its pedigree: Founder Mike Roberts is a former McDonald's president and COO; the chefs are Tal Ronnen and Art Smith (the latter has had something of a busy month). Lyfe is an feel-good acronym for Love Your Food Everyday; the company is busy rehearsing the mood music in San Francisco, and now Wired looks into Lyfe Kitchen's long-term strategy. Roberts wants to couple the efficiency-oriented supply-chain superstructure usually blamed for our fast-food nation in the first place with sustainable agriculture, all in order "to transform the way the world produces organic ingredients, doing for responsibly grown meat and veggies what McDonalds did for factory-farmed beef." The result is something like health food, that tastes like good food, made from slow food served like fast food. Rethinking the supply chain one step at a time, Lyfe Kitchen wants to have a few hundred locations in five years. [Wired, Related]