WE BEGAN BURGER THEORY IN 2010 BY THROWING OUT THE FAST FOOD RULEBOOK.
Pre-formed, pre-packaged patties were never going to cut it � we grind our own beef. Fried chicken wasn�t meant to wallow under heat lamps � we cook and batter chicken to order. And vegetarian patties deserved to be more than an afterthought � we make our falafel in-house. We pulled the old school apart by asking, �Is there a better way?�
Fast food has made some ground since then. New styles, flavours and techniques abound. A burger cooked medium is no longer taboo; a pre-cooked patty almost is. More and more people want to know where their food comes from. We understand that �cheap meat� comes at a high environmental price, and that animal welfare should come first.
There�s still a long way to go. We envision the day when all fast food places will have their processes proudly on display and their sourcing information front and centre. When businesses will voluntarily cap profits, ensuring a fair exchange of goods for company, supplier and customer alike. When you�ll be able to have your burger and eat it too.
Envision it? We�re sure of it. We�ve staked our future on it.
It also helps that we really, really like burgers.
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