In late 2016, Musk launched Square Roots, an urban farming incubator program in Brooklyn, New York. In 2011, he started a nonprofit program that has installed "Learning Gardens" in over 300 schools, with the intention of teaching kids about agriculture. His longest-running food ventures, are two restaurant chains: The Kitchen and its affordable counterpart, Next Door. The chains, which first opened a little over a decade ago, serve dishes made strictly with locally-sourced meat and veggies.
The fast-casual category has evolved into one of the restaurant industry’s dominant forces. Bridging the gap between traditional fast food and fine dining, it offers bang for the buck, appealing to consumers on a budget while also drawing those who are more culinary adventurous.