Om nom nom
Your intrepid reporter invented "The Jetsetter," a consciously pretentious salmon burger on brioche topped with a melange of Brussels sprouts, gruyere cheese, hummus, and lettuce. It costs a total of $6, which is expensive as far as burgers go overall but not too bad by New York standards.
It was, in all honesty, extremely tasty. But it's a big question mark as to whether 4food can keep up enough demand to offset the obvious costs of cutting-edge tech, high-quality ingredients, and green initiatives, not to mention a big flagship location in pricey midtown Manhattan. Idealism, after all, isn't a business model in itself.
Read the related article: "Is this the burger joint of the future?"
August 13, 2010 8:32 AM PDT
Photo by: Caroline McCarthy/CNET
| Caption by: Caroline McCarthy
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