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FoodwithRootsHowHealthfulGrainsandLocalSourcing
CanFuelaNewKindofFastFood
TonyRosenfeldOldways:WholeGrainsinFoodservice
September27,2016
Alittlebitaboutb.good
Fastfood,butalotgreener(andgrain-ier)
Wehave45restaurants,mostlyontheEastCoast
Wedefineoursas“realfood”
Muchofb.good’s food isinspiredbyouryouth
Igrewuphardin the80’sinsuburbanBoston
McDonald’sSoldiers’FieldRoad
Thefoodofmyownyouthcanbedividedinto2categories
WhatIgotWhatIwanted
KashaandBowties(Mom)
StuffedCabbage(Nana)
TheHolyGrailofBreakfastCereals
HostessChocolateWhatever CinnamonBuns
(Grandma)
TheIdeaBehindb.goodTakethefastfoodthatwehadalwaysloved
andturnitintosomethinghomemadeand“real”
Addtraditionalfastfood,
inneedofarework
Takeacoupleofidealistic20-somethings
Somethingbetterforyou;something
substantial,nourishing…real
Whenb.good openedin2004,anawakeninginfastfoodwastakingplace
ChipotlehadstartedsourcingnaturalmeatsfromNiman
SupersizeMe
MorganSpurlock
2004
FastFoodNation
EricSchlosser
2001
ShakeShackfoundedfirstfoodcartinCentralParkin2004,
sourcingbeeffromPatLaFrieda
Sourcing,locally,wasalwaysgoal#1
StephenVioletteDick’sMarketGarden
Lunenburg,MALocalsquash,corn,tomatoes
FrankSwazlowskiSwaz PotatoFarm
Hatfield,MAChef’spotatoes
TimBartlettPinelandFarms
NewGloucester,MEBeef
TheQuinzani FamilyQuinzani’s Bakery
BostonMABread
Uponopening,wequicklyhadacoupleotherrealizations…
1.WeweregrowingupIstartedactuallymissingthe
kashaandbowtiesofmyyouth
2.Sowereourcustomers• Saladswereabiggerpartofourbusinessthanexpected.• Sowerewomen;about65%ofourcustomerbase
• Everysurveyweconductedsaidnutritionwasthething.
Theresultofallofthesefactors…(Ofchildhoodeatsandouridealsandthehealthconsciousnessofourcustomersandourfirstyearortwoofbeinginbusiness…)
• Healthfulness:Ourgoaltocreate“betterforyou”fastfoodhadnowbecomemorelikeamission
• Transparency:Theneedtobecompletelytransparentaboutoursourcingandouringredientswasessentialtobuildthesortoftrustweneededwithourcustomers.
• Vegetables…andWholeGrains:Toachieveourmandatetomaketrulyhealthyfare,vegetablesandwholegrainshadtobecomeanevenlargerpartofourmenu.
WholeGrainsatb.good:Part1 (2004)Westartedwiththegrainsbakedin…
(notasstand-alones)
1.Ourbread 2.Ourveggieburger
Makingagoodwhole-grainbunain’t easy.Thebalancebetweenbreadyanddenseistricky.
Buckwheat Flaxseed
Rye
Stone-GroundWholeWheatFlour
OurbakeriesIttakesagoodbakertomakewhole-
grainbreaddelicateenoughforaburger
• Paind’Avignon:Hyannis,MA
• Wildflour Bakery:Philadelphia• BalthazarBakery:Englewood,NJ
• TreMariBakery:TorontoOats
Millet
Ourveggieburgers(whichreallyaregrainandvegetableburgers)
Stillgotta bereal
Wearen’tinthebusinessof
creatingimitationfood(“Icanbelieveit’snotmeat!!”)
Bulgur
WildRiceBrownRice
Beans
Vegetables
Thesuccessofourveggieburgercomesdowntotechnique….1.Pattyloose 2.Searwell3.Serveimmediately
WholegrainsPart2:2013Westartedtofocusonthegrainsthemselves
Quinoaand“Super”Grains
GreensandGrainsBowlsWestartedtofocusonthegrainsthemselves
Avocado-LimeBowl
Thegrainsinourbowls
Quinoaand“Super”Grains
QuinoaBrownRice
WildRice
RedQuinoa
WhiteQuinoa
Kamut
Wheatberries
Millet
Theawesomepowersofaricecooker
Note
Theformulabehindourgrainbowls
Sauteed Vegetables
Grains&MarinatedKale
Sauces,Legumes,Herbs
The3keystoourgrainbowls1. BrightColors2. ContrastingTextures3. Technique4. BigFlavors
Power FarmstandTomato-Basil
CurryandGrilledAvocado
AvocadoLime
Part3:TheFutureofGrainsatb.goodLessaboutnutritionism; moreaboutthefood
What’snextonthemenuatb.goodWearecreatingawholenewcategoryofplant-andgrainbasedplates
Plates
What’snextonthemenuatb.goodIwanttorecreateallofthosethingsIhaveeateninmytravels
andgetthemonourmenu(andintothemainstream)
TuscanWhiteBeanSoupwithFarro
MyMom’s
KashaandBowtiesFreekeh and
PomegranateSalad
WinterVegetable
Posole