No longer oxymoronic, healthy fast food is starting to become a reality. We're not quite talking the scale of McDonalds yet, but with Chipotle, Veggie Grill, and others starting to proliferate, and with a general public desire to eat healthier, it's not just the coasts that are going in this direction.
In this week's issue of NYT Magazine, food writer Mark Bittman explores the emerging trend of what he calls "Good Fast Food," and the picture he paints is very encouraging:
Veggie Grill, Lyfe Kitchen, Tender Greens and others have solved the challenge of bringing formerly upscale, plant-based foods to more of a mass audience. But the industry seems to be focused on a niche group that you might call the health-aware sector of the population. Whole Foods has proved that you can build a publicly traded business, with $16 billion in market capitalization, by appealing to this niche.
We love this. And we love Mark Bittman. Read the article here.
(via NYT Magazine)
Photo: A tofu taco from Lyfe Kitchen, Buffalo “wings” with ranch dressing from Veggie Grill and Veggie Grill's “cheeseburger” on kale. (Craig Cutler / The New York Times)