Kalori - good idea but can it be a long-term successful concept?

It's fun to see innovative thinking within the restaurant business. And this is a nice example of a simple yet very clever restaurant concept that I visited today - the Stockholm based lunch restaurant Kalori. Kalori is a health concept restaurant based on the idea that none of the meals on offer should include more than 400 calories. And Kalori also offers a range of health drinks for the stressed out office workers around the corner. I like the idea - it is a good and very simple to understand idea in theory. But when reality sets in execution is everything... And I did not find Kalori's execution good enough. Why? Well, I belive that food must always look great and taste good. The retail space, the food on offer, the taste - everything could have been so much better if Kalori had added more flavour and taste to its low calorie concept.