Former McDonald's Execs to Start Fast-Casual Chain

The pair is developing a better-for-you concept with an environmentally friendly atmosphere.

July 14, 2010

CHICAGO - Two ex-McDonald??s executives are working on a new fast-casual restaurant chain called Stephanie??s, Advertising Age reports. Mike Roberts and Mike Donahue say the menu will revolve around better-for-you dishes, such as apple-cinnamon steel-cut oats and pork-and-sweet-potato kabobs in an eco-friendly environment.

The first store would likely debut early next year, with 250 additional locations tentatively to open within the following five years. Donahue said the pair is still exploring ideas for the chain. Right now, they have "no tangible goals other than to do one really good location, get the taste profile right and the affordability right," he said.

As to where that first store will open has not been disclosed. Donahue declined to discuss similar concepts. "We don??t want to get into a food fight with anybody; there??s plenty of room out there for everyone," he said. Their goal is to develop a trusted and loved lifestyle brand, a la Starbucks, Nike and Apple.

Other former McDonald??s executives have branched out into the fast-casual restaurant arena, including ex-CEO Ed Rensi, who, along with Tom Dentice, proposes opening a burger chain called Tom & Eddie??s in Chicago next month. The menu will be dominated by 100 percent Angus choice chuck on a wide range of breads and cheeses.

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