The mobile food trend is about to gain even more traction with the addition of organic, hyper-local Simple Sandwich aiming to launch September 7. As the name suggests, the concept is straightforward sandwiches (such as roast beef, turkey, grilled chicken) paired with sophisticated accoutrements to add complexity (balsamic onion marmalade, lemon confit, piquillo jam). “It’s about well-thought-out ingredients on your sandwich,” says David Wojtonik, the owner and sandwich designer. “Roast beef with a really nice organic, medium-rare roast beef, balsamic onion marmalade, organic local raw cow’s milk [from Cedar Grove, WI], and arugula. There will always be a vegetarian option, too.”

Sandwiches will be made fresh daily in West Town’s shared space Kitchen Chicago, and all sandwiches will go for $7 a pop. Simple Sandwich’s location and daily menu will be available online and via Twitter. Wojtonik plans to build a following by picking five main areas that he will visit each week—a regular Monday spot, Tuesday spot, and so on. Exact locations (where they happen to find parking that day, we assume) will be given to followers online. Good thing, because the last thing we want to do is chase our lunch down the street.