Filmmaker Morgan Spurlock, the man who famously ate McDonald’s for 30 consecutive days and made a movie about it, has opened a fast food restaurant of his own.
The Super Size Me director and star opened Holy Chicken on Saturday 19th in Columbus, Ohio. The restaurant is operating on a 4 day only pop-up basis for now, but promises to be “a mission-driven, farm-to-table, all-natural, transparelocalicious chicken experience.”
Taking inspiration from the fried chicken sandwich trend, the simple menu will revolve around “hand-breaded” crispy chicken sandwiches, topped with slaw, pickles, and mustard or “spicy sauce”.
Also included on the menu are chicken tenders, and sides are limited to crispy green beans or more slaw.
Critics have pointed out the irony in the fact that the man who set out to expose the adverse effects of America’s greasy fast food culture is now behind a fast food venture of his very own. Spurlock’s mission however is to to expose other restaurants’ suspect marketing tactics, and to create a new fast-food model that he hopes will shake up the industry.
All chicken served at Holy Chicken has been raised on Spurlock’s very own farm, and will allow the restaurant to operate on a sustainable closed loop basis. It also gives customers peace of mind that the chicken is all-natural, antibiotic-free, cage-free, and have lived a happy a life as possible.
Spurlock’s policy is 100% honesty. In the restaurant a styled photo of a succulent chicken sandwich is accompanied by text explaining the food styling tricks behind its perfection – such as that the slaw is in place with K-Y Jelly.
Further attacks on the misleading marketing ploys used in the industry painted on the walls include: “The color green makes you feel healthy and relaxed, as if you’re surrounded by nature. By painting these walls this lively shade of green, we’re helping you believe our food is fresh and natural.”
It may seem like a poor marketing decision opening up in Columbus, Ohio, overlooking big cities like New York, Chicago or LA. Spurlock has explained that Columbus is regularly used by new foodie ventures as “one of the test market capitals of the United States.”
It’s not just the treatment of its chickens where Holy Chicken will differentiate from the ‘big’ fast food chains. Spurlock says every employee at Holy Chicken is being paid at least $15 an hour, or nearly twice the Ohio minimum wage of $8.10.
Despite the happy chickens and happy staff this is still fast food, with a fried chicken sandwich clocking in at 850 calories. And so, a 30-day binge is not recommended.