Visit the 4food website.
4food is a socially networked quick service restaurant company. Our mission is to 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.Read more at Eater.com.
Location #1 opens on Tuesday, July 6th, 2010 at 40th Street and Madison Avenue, between Bryant Park and Grand Central Station - the heart of the highest density workday population in the US.
Our signature product is the W(hole)burger™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.