Do-it-yourself burger joint! | india | Hindustan Times
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Do-it-yourself burger joint!

india Updated: Sep 17, 2010 11:17 IST

Ever chow down at a restaurant and think, “I could do better?” A new burger joint in the West is giving its patrons the chance to prove it.

At 4food, a recently opened burger shop in Manhattan, you are not restricted to the menu on the digital screen. Customers are encouraged to mix and match ingredients, actually add their creations to the menu, then share them with friends on social networks like Facebook and Twitter.

What’s the incentive, you ask, other than the satisfaction of (maybe) watching your culinary creation be devoured by the masses? If someone orders your dish, you get a 25-cent credit. And you can build your better burger online or onsite. In the store, you can be guided by a staffer, called a hawker because they “swoop in and help when needed,” said one. Or, you can go at your own pace on one of the bolted-down iPads.

Adam Kidrom, the man behind 4food, says his goal was simply to provide fast, nutritious, customisable foods made of all-natural, local ingredients. “We have not spent one cent on advertising,” said Kidron. “If a customer sells one burger, that is money we can put into ingredients, making a better burger and keeping the price down.” Customised burgers start at $6. The scoop “transforms the taste and nutritional profile of the burger,” believes Kidron. So far, they have gained more than 3,000 followers.