Editorial 1/1/11

Our New Year’s resolution is to de-junk more guests, better, in 2011 than we did in 2010: which means, more local produce, continued improvements to guest experience throughout the day but particularly at breakfast, and new online and in-store tools that facilitate swipe-card payment from our in-store iPad kiosks, and group ordering – a function we call “feasting.”

Our online delivery application beta-launched successfully in early December of last year and we are now de-junking offices throughout Manhattan. If you’ve tried it, please send us your comments, if you haven’t? Please join the hundreds of 4foodies that have and share your experience with family, lovers, and friends.

On the subject of shared experience, we have added a “bubbling under” section to the Buildboard Chart to give more visibility to newly created builds.

On the chart, the New Year starts as the old one ended, with Aharris’s Brioche-Beef-Avocado & Chili Mango-Avocado-Manchego-Dijon Mustard-Lettuce & Tomato Caliburger at #1 for the 14^th straight week. This silver certified smash had been purchased 372 times through the end of last week. It is the best selling user-build in 4food’s short, glorious history. Aharris proves the 4food maxim, that there is such a thing as a free lunch (so long as you are prepared to work for it). The MGR Lamb Burger (228 sales to date) takes the #2 spot - though you might want to watch this one closely as Roger has been overheard plotting an assault on first place from his perch on top of the bleachers. The big news on the chart is Newmanra’s Multigrain, Turkey, Spinach & Pinenuts, Avocado, Manchego, Hummus, Sweet Chili Cali4nication, which after an investigation into systematic under-reporting of sales, storms in at #3. Nicolle513’s Faceburger is at #4, looking for a Social Network driven Oscar boost. Crispy Aardvark’s, CrispyAardvark, (169 sales to date), rests at #5, closely followed by The Dark Knight (76 sales to date) at #6, Cindy’s The Low-Cal Sal (187 sales to date) at #7, Nickster623’s Mac & Cheese Main Squeeze!!! (65 sales to date) at #8, and Jennydeluxe’s Bed Intruder Burger (70 sales to date), at #9. Tying the knot at #10 is Gracomal’s Multigrain, Veggie, Brussels sprouts, Butternut Squash, Guacamole, Hummus Office Marriage - a particularly welcome new entry on the chart as it evokes the coming of spring.

“Bubbling under” this week’s chart is Candykid1’s Beiburger followed by four new entries -

• Kentam’s Multigrain, Breakfast Pork, Mofo, Manchego, Sweet Chili Grainy Piglywiggly, which deserves success on name recognition alone
• AnnieR007’s Rice bun, Salmon, Avocado Chili Mango, Avocado, Lettuce, Salsa Verde, Tzatziki Slammin Salmon, a burger created by and for and containing secret agents
• Mkatz’s braggadocios, protein packing, Pumpernickel bun, Beef, Avocado Chili Mango, Cheddar, Hummus, Ketchup, Lettuce, Tomato Mighty Burger. And on that same smash mouth theme -
• Ginger Flashs’ Brioche, Lamb, Mushroom & Onions, Pancetta, Cheddar, Sweet Chili, Lettuce, Tomato Ginger Flash’s Meaty Mouthful

In a New Year, on a new chart, the good news is that your new builds continually bring new perspective to de-junking.

Thank you!