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Forget Paula Deen’s Lady’s Brunch Burger , KFC's Double Down , and the fact that New York's Governors Island was renamed Pig Island last weekend: There is a new wave of diners who are heading in a more restrained direction food-wise, whether that means being more mindful of their food's origins or going all-out gluten-free or vegan. "In general, a lot more people care about where their food comes from," says Dan Kluger, chef at the James Beard Award-winning (and perpetually packed) ABC Kitchen in New York City

"I started swearing to myself four or five years ago that I would never launch another product at SXSW," says Josh Wiliams, founder and CEO of Gowalla, the Austin-based check-in service. "That's never come true--my success record on that promise has just not been good." Already gearing up to make a splash at this year's SXSW, the company today launched Gowalla 3 for Android, creating a "freshly baked" port of the popular iPhone app.