Along with Oprah Winfrey’s former personal chef, two former McDonalds’ executives are opening a new “fast casual” restaurant chain with meals of under 600 calories.
LYFE Kitchen, which stands for “Love Your Food Everyday,” is a Chicago-based restaurant company that plans to offer healthy burgers in addition to low-fat, low-salt and vegan options.
Bad Stuff Banned
In the LYFE kitchen, butter, cream and high-fructose corn syrup are banned – and none of the food is fried. Sweet potato fries, for instance, are oven-baked. Additionally, the desserts are expected to be dairy-free.
Signature dishes will include a Niman ranch beef burger with agave ketchup and pickles. Dinner entrees are expected to cost $8-$12.
According to Dennis Lombardi, executive vice president of food-service strategies at WD Partners, 30-40 percent of consumers claim interest in more healthful dining options but only 10 percent are interested in health food.
LYFE’s strategy is to attract women aged 18-49, hoping that they will enjoy the food and bring their families next time. LYFE executives realize that men will be the hesitant group and that’s why Roberts knows burger pushing is the best way to go. The key, Roberts knew, was to make the food taste good.
When You Will See LYFE
LYFE plans on opening its first restaurant in Palo Alto, California with more northern California restaurants scheduled. “This isn’t easy. If it was, someone would’ve done it already,” said Mike Roberts, chief executive of LYFE Kitchen.
In the next five years, LYFE hopes to have 250 restaurants nationally.