Daniel Patterson Makes the Leap from Fine Dining to Fast Food. Will Regular Folk Bite? Published in Edible San Francisco
Daniel Patterson is working on a burger that could revolutionize fast food. He also wants to play a role in revitalizing communities across America that have little access to quality cheap eats. Can this MAD man give McDonald’s a run for its money? He thinks so.
Back in August, at the annual MAD bash, Patterson made a splash. Along with the street-savvy Los Angeles chef Roy Choi, of Kogi BBQ food truck fame, he announced plans to create a new kind of fast food. Photos from the event showed Patterson serving up sliders. The new chain concept, dubbed Loco’l, is designed to disrupt the current state of play in fast food land.
These two partners in culinary crime have pretty lofty goals: They want to knock Taco Bell and its ilk off their perch, those peddlers of what Choi calls “cheap, nasty, addictive food,” and shake up the status quo with cheap, tasty, nutritious food that consumers crave. In the process, the pair also want to create thriving community hubs in ’hoods that have long been overlooked.
It’s time. “It’s a myth that certain sectors of American society want to eat garbage,” Patterson told an audience of fellow chefs at MAD4. “It’s actually not true. No matter how people grew up, if you give people the choice they will choose delicious food.”
. . . Full article by Sarah Henry