The idea is to disrupt the fast-food market in cities, by opening fast-paced restaurants that offer products that are 10x better in terms of nutrients and health than the competition. We want to achieve a comparable price while sourcing from local farmers to ensure highest quality. We optimise the restaurants in speed and tech-enablement, requiring as few staff as possible. In addition, we offer wide-spread education via Social Media and in-store to increase awareness and consciousness of society to cause a shift in how they think of nutrition. We are more transparent than any other player in the market - this concept is proven by Upfront. We offer very strong return incentives and have extended opening hours to compete eventually even at night when most of the competition is sleeping. However, business focus is on lunch time.

Solving the lack of healthy and nutrient-rich food in cities. People usually like what they find in the streets since it is optimised for tastiness, but the health aspect is most often completely missed. Even food shops that are supposed to be healthy do indeed offer calorie bombs with low quality food - meaning their dishes aren't rich in nutrients, full of toxins and pesticides and do not put the customer's health in focus but rather the own financial output. Nowadays, our food system is designed to provide empty food. That's actually why the supplement industry grew excessively. People do not reach their target blood values anymore, requiring them to supplement. The problem: there are even more nutrients than sciences know. Therefore, supplementation is not the ultimate solution to rebalance our nutrition. The goal has to be to return to natural dishes full of valuable ingredients that provide us with adequate nutrients and energy for our daily life. This is exactly what we offer: nutrient-rich and toxin-reduced food, sourced from the best possible farmers nearby to ensure highest quality of every dish we serve at an affordable price point.