A funny taste in my mouth

On my way back from a meeting today, I decided to stop at Elevation Burger for lunch.

Elevation Burger, whose tagline is “ingredients matter,” offers a new kind of fast food. Healthier fast food, if you will.

But will I? I don’t know.

Before I actually stepped inside, I was wooed by its corporate web site and mission. The hipster, earthy, laid back style of the logo invited me in. But once inside, I felt as if I was inside any other yucky fast food joint I frequently bitch about.

True my options were a tiny bit better than they would be at Burger King (who offer veggie burgers, btw). Elevation Burger offers hamburgers made with 100% organic, grass fed beef (as opposed to who knows what kind of meat at BK and McD’s). The french fries are cooked in 100% “heart-healthy” olive oil. But, as for the “elevated experience” the company offers on its web site. Mmm…not so much.

Despite the high post-consumer product content, I still left there with a greasy paper to-go bag in my hand. Despite the bamboo floor and low-VOC paint, I still ate a “meal” prepared in five minutes by a hair-net wearing burger flipper.

While I did not experience the “McDonald’s Effect,” which I can only guess is thanks to the meat grade, I still felt greasy and gross. Ashamed even.

I’m all for corporations catering to the health-conscious, earth-loving crowd. We need more companies to step up to the challenge of feeding the mindful masses. (I’d love me a gluten-free, nut-free, dairy free ice cream parlor. Why is that too much to ask for?)

And I do applaud Elevation Burger for offering a better fast food option. God knows, Americans need baby steps.

But I think the bottom line is that I’m no longer a fast food kinda girl. I’m just not.

Something happened. I flipped.