Welcome to the new counter culture: 4food, the first socially networked fast food eatery with a mission to revolutionize the restaurant.
Tapping into consumers’ hunger for social connections and tasty, healthy food, the 4food brand serves as a community hub and a new concept in quick dining, centered around its natural, local, and sustainable menu.
Its mission: “to bring fast food that’s fresh, delicious, and nutritious to all ages, lifestyles, incomes, and ethnicities. 4food is Dejunking™ fast food: No fads, fillers, or anything artificial; and revolutionizing counter culture, in real-time.”
By real-time, it means social media Web 2.0 “real time,” as customers log in to 4food.com to construct their ideal burger (yes, there are even breakfast burger options). Based on 4food’s signature donut-shaped patty, they can design their dream burger using a menu of 25 ethnically diverse Veggiescoop centers to create a personalized low-carb meal. Veggiescoops range from avocado and chili mango to baked beans or mac and cheese, as the New York Times‘ Nick Bilton notes.
Each W(hole)burger, as it’s called, is not only constructed online and individually named by its creator, but others can order it too — and that’s where it gets interesting.[more]
The burger gets posted on a leaderboard which broadcasts the most-ordered burgers to Twitter, Foursquare and Facebook, creating a multiplayer online social networking food game.
Each time a posted burger is ordered, the creator receives a 25-cent restaurant credit and better positioning on the leaderboard. Eventually – the best creators get free burgers. Orders can be taken online, via iPads or with human beings. The hope is that “incentivized” customers will virtually promote 4Food throughout their social networks.
4Food opens its first physical location on September 7th, at 40th Street and Madison Avenue in New York City, one of the highest density U.S. workday populations. The Bryant Park restaurant will be interactive, with a 240-square-foot screen showing tweets and Foursquare check-ins.
Evocative of an Apple store with chrome and glass staircases, big windows and canteen-styling seating, free Wi-Fi and scads of power outlets, it’s a plugged-in environment in which to eat, game, and socialize.
Next up – a 4Food mobile app for placing orders from anywhere. It gives new meaning to the old adage: don’t play with your food, but you can certainly share it!