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Julian Metcalfe – rising fast food prices can help Itsu crack US market

Julian Metcalfe has said the rising costs that are forcing US fast food operators to increase prices could help his mission to crack the market with healthy Asian food chain Itsu.

The brand, which offers low-calorie food from Japan and Korea for less than £10, will start work on its first US restaurant on New Year’s Day in New York’s fashion district.

Metcalfe wants to repeat the success of Pret A Manger, which he co-founded and took to America.

He told The Mail on Sunday: “I had a ‘signature’ burger from McDonald’s the other day. It was £6 or £7. I was thrilled. The fried food giants are doing well but will they be in 25 years? Doctors used to smoke and tell you it was good for you and would calm your nerves. Do you really think we’re all going to be stuffing our faces with fried processed food in 50 years’ time? Not a chance.”


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