In the fifteen years, the fast-food industry has undergone a makeover. Today, chain restaurants tout food that's healthy, organic, and natural. Filmmaker Morgan Spurlock explores this new reality with an approach even more immersive and subversive than that used for his first film: he sets out to open his own chicken franchise. We follow him every step of the way, from raising poultry and conjuring recipes to designing the brand and scouting a location.