4Food

Healthy fast food with a side of social media. That's the idea behind 4Food, a new restaurant concept that will debut next month in New York City. With plans ranging from iPad-based ordering and in-store composting to the use of wholesome ingredients and printing personalized nutrition facts on receipts, 4Food aims to "de-junk fast food" in more ways than one. As for the food itself, the signature offering is the W(hole)burger—a donut-shaped, beef, lamb, pork, turkey, veggie, salmon, or egg patty that is filled with one of 25 "Veggiescoop" centers. Customers who register for online accounts with 4Food can create and name a burger and then receive 25 cents every time someone else orders it. Co-founders Adam Kidron and Michael Shuman hope to both build a community and stoke Facebook- and Twitter-using customers' appetites for self-promotion.