In a great example of irony, two McDonald’s executives have decided to throw the concept of fast food on its head and launch a chain of healthy restaurants. However, even more ironic is the name that has been given to the chain: Lyfe.

Lyfe stands for “Love Your Food Everyday”. Clever, I like what they’ve done there. I do however foresee problems with the general public buying that. This isn’t the kind of thing that goes unnoticed.

The chain is going to be run by former McPresident and McChief Operating Officer, Mike Roberts, and former McCommunications Boss, Mike Donahue.

Their plan is to roll out 250 of these in five years. At first glance it appears to be a fast food attack on the healthy food industry. But then again, these two men wouldn’t be entering the market with such a feisty appetite for success if the market wasn’t there.

Higher end home-cooked type stuff is going to be their vibe. “Butter, cream and high-fructose corn syrup” are reportedly banned from the ingredient list, and nothing is to be fried.

“All of Lyfe’s menu items contain less than 600 calories, including signature dishes that include a Niman ranch beef burger with agave ketchup and pickles.”

Then, just as I was almost buying into the concept, I read that Lyfe is considering “using grass parking lots to help expand its green profile.” Then I also thought that the burger sounds just like a Quarter Pounder with good marketing.

[Source: HuffintonPost]