Bury The Feed

A Veggie Grill just opened up nearby. It's a new food franchise with a few other locations a bit south of here. I have no idea if it's any good or not, though I assume with four separate locations it must be reasonably popular. But what fascinates me most about it is though the place is clearly vegetarian, but doesn't want to be too obvious about it.

If you don't look at VG's menu closely, you might not notice what they serve. They call their food "savory and satisfying" as well as "natural and wholesome" and promote their "Original Sandwiches & Burgers." They're not deceitful--they state the food is "100% plant-based," but items on the menu are stuff like "Chinese Chickin,'" Chipotle BBQ" and "Carne Asada."

I'm assuming they did research and saw much of the public lends negative connotations to "vegetarian" and "health food." When people go out, they want to enjoy themselves. Promising them punishment is not the way to their stomach or their heart.