CEO Mike Roberts, a former president and chief operating officer for McDonald’s restaurants, and founder Stephen Sidwell, an investment banker, recently made an announcement that they aim to start a healthy, vegetarian- and vegan-friendly fast-food chain — much like celebrities Mike Tyson and Eric Johnson (Jessica Simpson's fiance) are currently aiming to do. LYFE ("Love Your Food Everyday") is the new transformational brand that will be a “lifestyle” opening in Palo, Calif., this summer.
The team has recruited both Chef Art Smith, a two-time James Beard Foundation Award winner and former personal chef to Oprah Winfrey, and Chef Tal Ronnen, a highly regarded vegan and vegetarian innovator, to help create the tasty and healthy LYFE menu, says MNN.com.
This article appears in Feb 17-23, 2011.