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Very high amount of views. Top-Rated Seller! To the occasional consumer of fast food and the casual food-trend observer, cutting fat and carbs might seem like the hot-button trend among fast food operators. Certainly, companies are seeking to polish their nutritional image, especially in the wake of lawsuits from people who claim that fast food made them fat and the pop culture, rabble-rousing film "Super Size Me.
Wendy's set out its first salad bar in , and McDonald's trotted out its hugely unpopular calorie McLean Deluxe in , only to kill it five years later. But the long game centers not on obesity prevention but rather on three very Northern Californian notions: eating quality food raised in a sustainable way; a cultural palette that includes bold flavors from countries like Mexico, India and Asia; and advancements in technology.
The giants of the fast food industry are betting that some combination of those three factors will change the way fast food is cooked, ordered and delivered -- guaranteeing that a new generation of McEaters will once again embrace a dinner that comes wrapped in paper and served on a plastic tray. If you dismiss the notion of high-quality fast food as a Mc-oxymoron, you haven't read a fast food menu lately. Actual or perceived, quality is starting to matter. The cachet of freshness and quality comes in forms large and small.
Jack in the Box recently changed to "natural cut" French fries -- a frozen product sliced thicker than a standard fast-food fry with a bit of skin left on the ends. In-N-Out Burger's model of whole, not pre-shredded, lettuce leaves on burgers is moving from novelty to the norm.
Arby's continues to expand its "market fresh" line with wraps and salads featuring roast turkey, natural cheddar and thick-cut pepper bacon. And those salads of which McDonald's is so proud are a smash hit. Probably driven by a mix of health consciousness, a desire for quality and the draw of novelty, the fast food, main-dish salad category has jumped 16 percent in a year -- this in an industry that overall is growing by only 3 percent a year. Some chains have given themselves over to the notion of bold flavors and premium products.
Chipotle, a taco and burrito restaurant, is a perfect example. The store chain began in Colorado, the brainstorm of a man who used to be a waiter at Stars, a Civic Center restaurant that fed San Francisco's rich and famous until it closed last year. The burritos are made from Niman Ranch pork, a Bay Area company that sells "natural," sustainably raised beef and pork.
Although purists argue that the company's "food with integrity" program is a marketing gimmick that doesn't go nearly far enough, Chipotle executives are working to add an increasing number of organic and natural-base ingredients, including California-grown avocados that are "transitional," or on their way to being grown completely organically.
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The chain now owns 90 percent of Chipotle. The burrito restaurant and some of its brothers and sisters, like the independently owned Rubio's, Baja Fresh Mexican Grill owned by Wendy's and even Quiznos Sub, are considered "quick casual" and not fast food -- a distinction lost on most customers but essential to an industry where service differences are measured in seconds and price differences in cents.
Those quick-casuals -- where food might take a few minutes longer to hit the tray and cost a couple of dollars more than a Whopper and fries -- are pulling their lower-rent fast-food brothers and sisters into the quality, premium future. They have redefined excellence in the industry and changed consumers' expectations of what's possible from both a food and an atmosphere aspect," Sandelman said.
No matter how you dress it up or what you call it, year-old Amanda Brand isn't buying it. Fast food, that is. Not that they don't eat out. A lot. At China Village, a local Chinese restaurant, she orders beef and brocoli and meatless mu-shu for her vegetarian boyfriend.
Then there's always the Indian place. On the blog she wrote for Realwc. But she never steers her Honda Accord into the local Burger King or the Jack in the Box, the two closest fast-food options near her house. Brand and her friends' diets have been influenced by Eric Schlosser 's "Fast Food Nation" and the documentary "Super Size Me," where the body of the film's creator goes to pot after a day McDonald's-only diet. Still, Amanda's the poster child for what fast-food wants to become: She cares about what goes into her food, she's got a taste for cuisine from other countries and she's highly plugged into a high-tech world.
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To get your mind around how someone so totally opposed to fast food could, in fact, be the model for its future, think of California as a big trend highway and its young people as the place where the road begins. The currency of youth culture here will eventually translate -- once watered down, commercialized and perverted -- into the mainstream.
Food trends are part of that highway. Before Alice Waters started serving a tender spring lettuce mix called mesclun at Chez Panisse in Berkeley in the mids, no one in America ate salad that way. Now, McDonald's has suppliers growing millions of dollars worth of spring mix each year. Sun-dried tomatoes, which are spread on a new premium cold-cut sandwich called a Pannido at Jack in the Box, are a cooking ingredient that became popular during the height of the California cuisine in s.
Bubble tea, with its wide straws to suck up pearls of tapioca, is a Taiwanese import quickly adopted by California youth and now spreading to college campuses in the Midwest.
Shane Robbins is a year-old San Francisco State student who works part time at Roy's, an upscale Hawaiian fusion restaurant. He went through a fast food phase in high school, when he could fill up for only a couple of dollars and driving around was entertainment. Now he won't touch the stuff. Robbins and his friends are becoming more sensitized to what actually goes into producing their food, particularly the way animals raised for food are treated.
That's part of the reason Daphne Greek Cafe, a quick-casual concept, is about to infiltrate the Bay Area. The unit Southern California chain, born a little over a decade ago, features gyros and fries, kebabs, Greek salads and a heavily spiced "fire feta" as a signature topping.
The company will open an outlet in Pleasant Hill this month and then plans a march deeper into the East Bay and North Bay in the following months, said Julie Lanthier Bandy, a spokeswoman for the chain. She credits the chain's fast growth with America's growing appreciation of fresher, bolder flavors.
We're starting to see a change in menus in the fast-food sectors as people are looking for alternatives for the younger fast-food generation. Take all these changes to the extreme, and you're looking at the dark-horse contender in the fast-food race: the vegan burger joint. Goodburger's is a tiny, two-store chain with big aspirations. In September, the company will move into Southern California and plans to have 40 stores -- including at least one in the Bay Area -- by the end of next year.
The menu is fairly simple: A soy-based vegan burger so juicy its creator claims it eats just like beef, baked potato wedges and milkshakes made from soy milk. And, because they understand that a good burger sometimes requires a good drink, Mr.