Organic fast food is growing in popularity.

Organic fast food, spotlighted in our report “What’s Cooking? Trends in Food,” is a concept that’s gaining traction, following the lead of organic-focused Chipotle. New chains are popping up and a few established chains are adopting more organic and sustainable practices, but as yet there’s no dominant mainstream player. Lyfe Kitchen has plans to change that. The fast-casual restaurant, which launched last year in Palo Alto, Calif., has a mission to “bring great-tasting, good-for-you food to as many people as possible, while adhering to principles and policies that help make the world a better place.”

The menu ranges from grass-fed beef burgers to “unfried chicken” to vegan and gluten-free options. The company has plans to open 10 more restaurants in cities including Chicago and New York, with aspirations to ramp up to hundreds in five years. This would be a major feat, but Lyfe Kitchen’s chief executive, Mike Roberts, is a former global president and chief operating officer at McDonald’s who intends to use his expertise to usher in a new era of fast casual dining.