Two former McDonald's executives, Mike Roberts and Mike Donahue, are developing a fast casual concept tentatively named Stephanie's, after the daughter of financial backer entrepreneur Steve Sidwell, Advertising Age reports (tiered subscription levels).
Roberts served as McDonald's president and COO, and Donahue is the former chief communications and external relations officer for McDonald's USA.
The chain's menu will focus on better-for-you fare such as apple-cinnamon steel-cut oats and pork-and-sweet-potato kabobs, at a price point of $8 to $12. The stores also will have an eco-friendly focus that may take the form of rooftop herb gardens or biodegradable cutlery.
Preliminary plans call for the first store to open in early 2011 with 250 expected to open by 2016.
From the story:
Asked to comment, Mr. Donahue wouldn't offer many specifics, saying the plans are still in the exploratory phase. He said the 250 number was lofty, and that there's "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. As to the whereabouts of that first location, it remains to be seen.
He diplomatically declined to identify possible competitors in the space -- "We don't want to get into a food fight with anybody; there's plenty of room out there for everyone" -- said that their aim is to create a lifestyle brand that is trusted and loved in the food arena the way that Apple, Nike and Starbucks are in their niches.
Roberts is the second former McDonald's exec to develop a fast casual restaurant. Former CEO Ed Rensi and his partner, Tom Dentice, have plans to open burger concept Tom & Eddie's in a Chicago suburb in August, according to Chicago's Trib Local.
The menu will feature 100 percent Angus choice chuck topped with a variety of cheeses and buns.
Burgers include The Ampersand (smoked bacon, gouda cheese, BBQ sauce, handmade haystack onions topped with a fried egg), The Blue Chip (sliced avocado, roasted garic aioli, tomato, crumbled blue cheese and homemade potato chips), and Bushel & A Peck (Granny Smith apples, handmade walnut butter, melted brie and caramelized onions).
Additonally, the restaurant will offer non-traditional burger choices such as the Islander (Ahi tuna), Ying & Yang (edamame) and Town & Country (turkey).
The men join a growing number of former QSR executives looking to launch a fast casual concept.
Keith Sirois, the current CEO of Big Boy Restaurants International LLC, is behind the launch of the company's new fast casual concept, @burger. Sirois joined Big Boy as CEO in January 2009 after retiring as CEO Checkers/Rally’s.
Christa Hoyland contributed to this story.
