I gave a little preview of 4Food last week, but now it’s time for the real deal. I went to the place 3 times (twice for lunch, once for tea) in order to get a good feel for the place.
And oh man. I’m in love.
Place: 4Food
Culture: Fast Food
Meal: Lunch
Price: $$$
Rating: 4/5
The Concepts
The idea is super-customizable, “healthy” burgers with a unique twist: the meat is cooked in a ring and you get to pick a filling to go in the doughnut-hole, so to speak.
The combinations are endless, and the in-store display screen suggests there’s more than 1,000,000 ways to make your burger.
I totally believe it.
One other option is to get a skewer meal, which is two meat paddies of choice molded to have a dip for your scoop and punctured spartan-style with a stick. Haven’t tried this one yet, but I assume the idea is to nix the carbs. The other alternative is a rice-bowl with your choice of coconut or multi-grain. An odd mix, but I find the multi-grain both more filling and slightly lower on the calorie scale.
Knowing that the place is crazy busy during peak lunch hours, I opted to order online. By signing up for an account and filling out a health profile, you get 5 4food dollars, which is basically just money you can use. The other pro to ordering online other than the free money and skipping lines is the fact that it appears everything is cheaper. Albeit, by 50 cents but still, that adds up.
Here you can custom build your burger from the ground up. Choose your bread, meat, scoops, and extras from a ridiculously varied and multicultural selection. From there, you can choose a side (rices or salad) and a drink (delicious teas all come with real fruit).
Once you check out, you can name your custom burger for a chance to earn more 4f dollars towards future meals. This is where that “Bed Intruder” burger I talked about comes from.
The Atmosphere

4food takes modern to extremes in its venue, but not in a bad way at all. Located on the corner of Madison and 40th street, the restaurant has three and a half levels of seating. Yes, you heard right on that “half” part. The main floor where you order has window bar-style seating and an two-tiered island table adorned with six iPads for you to play with. Wifi included, I might add. The idea is you can hop online and order your meal and then waste time by messing around with them. Sadly, ordering in-store means at least 15 minutes waiting during peak hours, so definitely try to order ahead of time.
The open space is broken by a set of stairs that doubles as stadium-style seating and topped with tables. The stairs overlook a wall that’s a giant screen spanning all 3 floors. The screen switches between orders ready to be picked up, tweets, followers, and promotion.
Lastly the bottom floor is all seating. I didn’t go down but from what I saw it’s bar-island style seating mixed with tables.
Everything is digitized. The menu above the cashiers flashes between custom-made and named burgers from online orders to promotional pieces showing how to build your burger. It’s multi-paned and the the items generally switch about. Drinks and desserts, and the ordering panes, all stay in the same spot, however.
The Food
It’s amazing. I can’t believe how good the burger was. Nothing in it was overpowering nor too bland, from the patty to the bread to the sauce. I think it helps that by custom ordering, you’re picking stuff you like or figure goes well together. But still, man it was delicious. I was actually very disappointed when I finished because there was nothing left to eat. Most burgers average at 6.50 and price may go up depending on ingredients. I don’t see it going beyond 8.
The multi-grain rice side was meh. There was no flavor what-so-ever to it. I understand the idea is making healthy food, but it shouldn’t be tasteless. A few squirts of lemon or lime would have been enough to fix it, I think. The other sides are coconut rice and salad, neither of which I’ve tried yet but I expect would be a little better.
The teas, though. The teas are pretty freaking tasty. At 3.50 a pop (3.00 online), they’re a little on the pricey side but around what you’d pay at a Starbucks. I’ve had the hibiscus berry tea and mango chai tea. Both were fantastic. The berry tea is unsweetened and uses the natural juices of the fresh berries to give it flavor. But it’s also not too tart, either. It’s a happy middle-ground. The Mango Chai was on the sweeter end, but very smooth and thirst-quenching.
My creation: La Isla Verde
Inspired by the popular beach in Puerto Rico, this tropical infusion of delicious comprises of: multi-grain bun, turkey meat, mofongo filling (traditional Puerto Rican dish), topped with a slice of sopressata, grated gruyere cheese, salsa verde, guacamole, and onions.
Next time I go in, I expect to see this beauty on the big screen!
More pics: