Andrew Infantino Aims to Redefine Fast Food with Copper Branch's Plant-Based Menu

Despite coming from a family of foodies, Andrew Infantino was exposed to many unhealthy options growing up. He hopes to change that for future generations by providing easy access to local, 100 per cent plant-based food through Copper Branch.

Infantino enjoyed some of those eating options in his childhood because “my family and especially my father, being a chef at the time, was always very passionate about food.”

Despite that culinary background, exposure to other kinds of food options was unavoidable.

“I remember growing up, we were exposed to unhealthy options at times, and there was definitely a strong emergence of fast food, and we were exposed to that.”

Knowing how difficult it was to find vegan fast food in Calgary, Infantino decided to invest his time in becoming the Director of Marketing and Brand Management at Copper Branch. He saw potential market growth through the slow emergence of veganism and plant-based food, but he also wanted to support a healthier planet.

Copper Branch is a franchise restaurant that aims "To Empower, Energize, and make people feel their Best." Their menu focuses on 100 per cent plant-based wholesome foods.

“The team saw the need for healthier options, especially in the quick-serve fast-food space. Options that were wholesome and unprocessed.”

Because of this, Infantino wanted to deliver healthier options.

“Thousands of millions of people are suffering health problems due to the food that they eat. We saw the power of plant-based foods, how it can benefit health, promote longevity of life, and prevent diseases, while at the same time reducing animal farming and processed ingredients and generally just being better for the planet.”

Although Copper Branch is a great cause, Infantino and his team faced numerous problems. The first issue was the franchise's need for pricey specialty ingredients and organic food.

“Some of the biggest issues starting off were the availability of product. A lot of suppliers did not have many organic, vegan, and gluten-free items.”

Another major challenge was the stigma behind veganism.

“The education process is needed to educate more mainstream consumers about the benefits of plant-based foods and that the taste profile is there.”

Infantino hopes that individuals everywhere can value 100 per cent plant-based food, not only for their well-being but also for the environment.

“If you can choose between a great-tasting plant-based meal that you know will give you energy, with no animals harmed, or a meal that might taste great but is processed, full of animal products, and actually harmful to the planet, I would strongly urge you to choose the plant-based option.”

Once Infantino understood the power and importance of specialty ingredients, plant-based foods, and superfoods, especially during the co-ownership of Copper Branch, the shift to veganism was easy.

“It wasn't a transition that required much effort. I became much more aware of how food impacts our body, how food impacts our mind and our energy.”

Infantino will now concentrate on expanding in Canada and hopefully in the United States as well. “Hopefully one day we can be one of the top fast-food chains that many, many people will talk about.”