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Y&H is feeling a little prescient right now. He just finished writing a short review on Elevation Burger in which he warned: “Don’t be surprised one day to see Elevation Burgers all over the place—-or McDonald’s stealing the idea.”

The idea being, a fast-food burger joint that peddles organic beef from grass-fed, free-range cows. The Elevation concept, for the most part, jibes with the Oval Office’s embrace of the Alice Waters’ ethos to food. It’s a chain that knows the zeitgeist ain’t gonna ultimately smile on Z-Burger.

Not more than two hours after finishing that mini-review, I tripped over this announcement from franchising.com, which reports that South Florida entrepreneurs Jeffrey Feinstein and Sam Ginsberg plan to open the first Elevation Burger Florida location by the end of the year.

That’s no big deal on the face of it. We’ve known for a long time that Elevation has grand expansion plans. But here’s the interesting quote from the press release:

“We originally looked at opening a 5 Guys Burgers & Fries franchise but upon investigating the burger segment we found Elevation Burger. We were instantly excited by the concept and knew we didn’t need to look further,” commented Jeffrey Feinstein. “Customers can enjoy a great tasting burger and fries meal without feeling like they are compromising their health and diet.”

In 10 years, which chain do you think will be more prominent across the nation: Five Guys or Elevation? I think the above quote indicates that the old burger-chain model could be in danger unless it adapts to this organic, grass-fed, free-range ethos.