By Josh Scherer | July 9, 2015
As beef prices continue to rise and McDonald’s hemorrhages profits, new players are jumping into the burger game.
Chipotle’s vegan tofu and chile Sofritas went national about a year ago, White Castle officially made its veggie sliders a permanent menu item in March, and Wendy’s is fresh off a single-city black-bean burger test run that was so successful it went viral.
The company, known for frozen vegetarian comfort foods such as burritos, pot pies, and macaroni and cheese, is set to open its first brick-and-mortar store, Amy’s Drive-Thru, later this year in Rohnert Park, California, about an hour north of San Francisco. Despite the company’s pedigree in the freezer aisle of the grocery store, microwaves won’t be found on the premises: Everything in the restaurant, even the burger buns, will be made from scratch.
So, Why Should You Care? “You’re reading more and more about people cleaning up their ingredients,” Amy’s Kitchen cofounder and co-CEO Andy Berliner said in an interview with Fast Company. “I think it’s happening because consumers are demanding it. It obviously has a long way to go—it’s not easy to change something that’s really big. But I think over time everything’s going to get better, and greener, and healthier.” Even as fast-food chains like McDonald’s and Taco Bell have been changing their menus for the better by taking out artificial colors and flavors, Amy’s Drive Thru represents the next step in actualizing the fast-food revolution.
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