Jon Favreau Wants You to Join the Fast-Food Revolution
Recently, chef Roy Choi posted a picture of a hamburger on his Instagram. Sliced in half to show the perfectly pink center of the patty, it looks like something you would gladly eat and doesn’t appear to be out of the ordinary. That’s the point, really, of the new venture Choi and Coi chef Daniel Patterson have in the works, Loco’l, which aims to upend the fast-food world.
“There are grains and tofu in there, but you’d never know—but then your soul will, because grains are good for ya,” Choi wrote in his caption for the photo. The pickles and sauce are made from vegetable trimmings, reducing food waste. “It’s as light as a feather and eats like a bowl of rice but fits in your hand like the burger it is,” he added, “and it tastes like tomorrow.”
To get that taste of tomorrow to diners, Choi and Patterson got a bit of help on Wednesday from actor-director Jon Favreau.
Opening debut Loco’l locations in Los Angeles and San Francisco’s Tenderloin district will take a lot of money, so the chefs have turned to the crowdfunding platform Indiegogo to raise $150,000. With 20 days left, the campaign has raised just over $36,000, putting it behind schedule. Favreau, who worked with Choi on the movie Chef, issued a match challenge on YouTube to give the project a boost.
“They’re looking to open up locations in underserved communities and introduce a whole set of customers to food that they would never otherwise have an opportunity to eat,” the actor says in the low-budget clip, “and offer an alternative to the fast-food chains.” He also points out that employees will be paid more than minimum wage.
In the video, Favreau says that if the campaign hits the $75,000 halfway mark, he’ll kick in $7,500 of his Iron Man millions—thereby putting us that much closer to having Choi and Patterson’s beef-tofu-grain burger available at the drive-through.
When I interviewed Choi about Loco’l last year, he was very clear that what he has in mind with the restaurant is a revolution. But revolutionaries need followers, and that’s essentially what Choi, Patterson, and now Favreau are asking. Are you in?