Panera quick serve restaurants are eliminating additives from their menu items. This article cites the influence of rivals Chipotle and Starbucks as possible motivation.
(Although it’s probably the result of a bigger trend: Kraft Dinner also removed artificial colouring from some of its products this year:
and Pepsi very recently succumbed to consumer pressure to remove BVO, the so-called “flame-retardant” from Gatorade:
Now the question is: will they recognize salt and sugar as additives? 😉