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WTF: Umami Founder Adam Fleischman Unleashes Baffling Quasi-Science Site

The pretty out-there read is meant to explore the world in new ways, and help business owners in the process.

Adam Fleischman
Adam Fleischman
Elizabeth Daniels
Farley Elliott is the Senior Editor at Eater LA and the author of Los Angeles Street Food: A History From Tamaleros to Taco Trucks. He covers restaurants in every form, from breaking news to the culture, people, and history that surrounds LA's dining landscape.

Ready for your late afternoon fever dream? Adam Fleischman, burger guru and recent pizza exporter, has just launched, a resource he claims will help to not only revolutionize the restaurant industry, but can help to alter the very framework through which we see the world. Buckle up.

The whole concept is laid out for the LA Business Journal in a meandering two-page interview that dropped yesterday. First, there’s the website (that site again:, which aims to be a thought-provoking portal into Fleischman’s specific brand of pseudo-science. There’s a lot to unpack here, not least of which is the Medieval font choices and overall Necronomicon vibe, but suffice it to say that Fleischman is big on notions like the idea that "time exists differently than we know it."

A thought-provoking portal into Fleischman’s specific brand of pseudo-science

The plan is to roll out a series of lecture tools, books, and halfway-sorta-self-help-dialogues on Continuum Physics (the first being Lex Naturalis, which is currently live on the site and "outlines all the laws of physics as they apply to human life"). That’s a bit lofty, but so was Umami Burger when it started!

Eventually, Continuum Physics will go paid, which means anyone desperate for access to the materials will need to pony up. That’s especially true for restaurateurs and other business owners; Fleischman believes his work in physics and philosophy can do much to teach entrepreneurs about building value and stuff like that, so he's getting into the consulting game. The ultimate goal, he actually says on record, is for every business to invest in the knowledge behind Continuum Physics the way they do a social media team.

Here’s to hoping, Adam.