Ex-McDonald’s Execs Plan Healthy Eatery

MediaPost News:

Right now, they’re calling it Stephanie’s after one of the principal’s daughters, but that may change before the first one opens next year with, possibly, herb gardens on the roof, grass parking lots, fresh flowers on tables and biodegradable cutlery to go with breakfast offerings like cinnamon steel-cut oats and lunch and dinner entrees like smoked-chicken sweet-pea soup, Rupal Parekh and Emily Bryson York report.

The reporters came across preliminary plans for the concept, which was developed by entrepreneur Steve Sidwell. He, in turn, enlisted former McDonald’s executives Mike Roberts and Mike Donahue in developing the execution for a new fast-casual dining chain that could, according to projections, have 250 outlets within five years. “If anybody can make it happen, it’s these guys,” says Gary Stibel, CEO of the New England Consulting Group.

Donahue was circumspect in discussing the future, saying the partners have “no tangible goals other than to do one really good location, get the taste profile right and the affordability right” and then see if and how quickly the concept can scale.

Photo by catsper

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