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Farm-To-Counter Trend Is Transforming Fast Food

July 25, 2014: 12:00 AM EST
A new crop of fast-food chains is nipping at the heels of long-time market leaders, offering more healthful entrees at higher, but still attractive, prices. Tender Greens, LYFE Kitchen, SweetGreen, Native Foods, etc., offer grass-fed beef, organic (often locally-grown) produce, sustainable seafood and seasonal menus. The farm-to-table concept that revolutionized upscale American restaurants has filtered down to the fast-food world, where industry experts refer to the trend as farm-to-counter. The fact that trend leader Chipotle Mexican Grill recently posted a 26 percent hike in quarterly earnings should send a sobering message to the likes of McDonald’s and Taco Bell.
Julia Moskin, "Hold the Regret? Fast Food Seeks Virtuous Side", The New York Times, July 25, 2014, © The New York Times Company
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