Lyfe. McDonald's will have to begin to fear a new rival, born from the idea of a character who until recently had worked in support of the most widespread fast-food chain in the world. Evidently, in the United States, the insidious doubt is beginning to emerge that the foods that have become a true symbol of it are not as healthy as we have sometimes been led to believe.
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McDonald's will have to begin to fear a new rival, born from the idea of a character who until recently had worked in support of the most widespread chain of fast food of the world. Evidently, in the United States, the insidious doubt is beginning to emerge that the foods that have become a true symbol of it are not as healthy as we have sometimes been led to believe.
Mike Roberts, one of the former McDonald's executives, has in fact decided to start one new restaurant chain, called Lyfe, in which much more balanced dishes are served than the well-known fast-food burgers and chips, favoring seasonal ingredients and the absence of preservatives, as well as providing menus suitable for vegans from breakfast to dinner. Numerous gluten-free dishes are also provided to meet every food requirement.
The name of the new store chain is the partial acronym of the slogan-phrase “Love Your Food Every Day”, aimed at underlining how, as regards nutrition, everyone can have the possibility to choose good and healthy food, "to love", despite having the need to have lunch, dinner or breakfast outside the home, a habit that in United States is decidedly more rooted than what happens in our country.
From the recipes of Lyfe's chefs they turn out white sugar, refined flours, butter, cream, glucose-fructose syrup are banned. GMOs, trans fats and additives. A huge step forward therefore compared to the ingredients commonly used in fast-food chains. Mike Roberts has expressed his desire to open 500 to 1000 restaurants throughout the United States over the next few years, in order to bring citizens closer to healthier eating habits, which include meals rich in seasonal and organic ingredients.
If the project were to go through, it would have as a consequence the need to increase the production of organic and local food throughout the country, as well as the possibility for an ever-increasing number of people to afford the purchase of low cost organic dishes. Lyfe's central objective is in fact to offer healthy dishes at increasingly cheaper prices over time, entering into direct competition with McDonald's, its main and most direct rival.
Marta Albè
