Food with Roots - Whole grain...Supersize Me Morgan Spurlock 2004 Fast Food Nation Eric Schlosser 2001 Shake Shack founded first food cart in Central Park in 2004, sourcing beef from

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