Morgan Spurlock gained fame as the man behind the 2004 McDonald's expose Super Size Me, a raw, stomach-churning look at America's favourite fast food chain.
Twelve years later, the filmmaker is opening a pop-up burger joint of his own.
There's just one very notable difference this time round: The mass-produced beef and waist-expanding grease of McDonald's mostly won't be offered at Spurlock's place.
Calories in your fast food
His joint, Holy Chicken, opened in in Columbus, Ohio on Nov 19. On its Twitter page, it proudly proclaims to be "a fast-food chicken experience unlike anything you've ever seen!"
Through ingredients that purport to be all-natural, the restaurant is looking to break away from the cheap and easy food giants.
Holy Chicken aims to offer patrons a limited menu that's more like Chipotle and less like the American burger joints that have been around for decades.
"We have stuff that is humanely raised," Spurlock told ABC 6 in Ohio. "Our chickens, I raised them myself. They are antibiotic free, hormone-free, all the buzz words, we got them all."
Still, he admits that items like the "crispy grilled" chicken sandwich is just "healthy-ish." And while he's making strides to offer meals that are fast, cheap and healthy, it's not something you should eat all day, every day, according to an expert who spoke with ABC 6.
"I don't think your biometrics, your cholesterol, your blood pressure, would improve if you were eating that three meals a day," Jenny Lobb, an Ohio State University nutritionist, said.
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