This might be the weirdest (and greenest?) McDonaldâ€™s-related news weâ€™ve heard yet.
Mike Roberts, former president and CEO of McDonaldâ€™s, has co-founded a restaurant called LYFE Kitchen, aiming to bring a health-conscious approach to the fast food world.
Weâ€™ve all seen McDonaldâ€™s trying to bring healthier options to its menu and even peg itself as a healthy cafe type of establishment, but still with items such as the Big Mac, dollar double cheeseburgers and 20-piece Chicken McNuggets on the menu, itâ€™s no surprise that the healthier image isnâ€™t really catching on. Roberts doesnâ€™t seem too convinced of it, either.
WithÂ LYFE Kitchen, his goal is to sell food made with â€œno butter, no cream, no white sugar, no white flour, no high-fructose corn syrup, no GMOs, no trans fats, no additives.â€ Sounds like the LYFE abbreviation of â€œLove Your Food Everydayâ€ is quite fitting. The coolest part? Roberts wants to open 500 to 1,000 locations across the country over the next several years.
Lyfe Kitchen wonâ€™t just be a “rabbit food” establishment, either. If youâ€™re a meat eater and donâ€™t know if this will be your kind of place, youâ€™ll be happy to see the menu includes free-range chicken options and burgers made from grass-fed, humanely raised cattle.
According to a recentÂ Wired articleÂ about the new venture, when Roberts takes something like this on, itâ€™s far more than just a publicity stunt. Remember when McDonaldâ€™s started serving Apple Dippers and quickly became the nationâ€™s largest seller of apples? Thatâ€™s all thanks to Roberts, who spent months on menu development, quality assurance, meetings with chefs, and investigating sources for apples. To quote Wired, â€œwhat Roberts did for the apple at McDonaldâ€™s he now intends to do for the brussel sprout at Lyfe.â€
A restaurant chain like this could have the potential to revolutionize the US farming industry and organic food producers, putting more money toward greener options and turning people on to the idea of healthy food that tastes good and is easily accessible.
Roberts definitely sounds like the right person to do the job, and as soon as he gets the ball rolling on Lyfe Kitchen, Iâ€™m definitely going to pay it a visit.
Image: LYFE Kitchen, fish tacos