4Food, the nutso, social media-heavy fast food restaurant with doughnut-shaped burgers is closing it's Midtown "beta location" today. The restaurant, which a rep once described as "an Apple store meets a Chipotle," opened back in 2010, but apparently ultra-customizable doughnut burgers filled with scoops of sushi or mac and cheese and a social media jumbotron were not enough to keep those bleachers full.
According to a press release, the company plans to focus on international licensing deals and marketing "hospitality technology" to other restaurants. Apparently, a few new 4Food restaurants are also in the works for New York City.
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