Most people don't take the time to eat in a daily schedule. They will eat in front of the computer, munch on a granola bar on the way to the parking lot, or chug a smoothie while walking to the next class. The food industry has adapted with high-density nutriments/protein/calories on easily-transportable edible products.
I wanted to portray it in comical situation of someone late to work by bike, but not giving up traditional meals, therefore eating a 3 courses meal on their bike: soup, BBQ fish and sides, and a birthday cake. It will be setup as sport event with supporters, at night, doing round around the park, but still accomplishing the challenge.