This past November, Tim Gargiulo and Lester Karplus opened a vegan restaurant in Boulder, Colorado called V.G. Burgers; however, you’d never know it is vegan. Nowhere on their menu or marketing materials is the word vegan, or even vegetarian, used.

“The word tends to scare people… and to exclude people,” said Gargiulo, “We’re still developing the right language.”

Last year, only 2.3% of Americans called themselves vagetarian. Only 1.4% called themselves vegan. So, from a marketing point of view, attracting only vegans would be bad business.

The good news for restaurant owners is that about half of American adults strive to eat two to three meatless meals per week. In return, the vegan restaurant owners can show half of America that the word vegan does not translate to “doesn’t taste as good.”

Find out for yourself by trying out some of the vegan recipes on our vegan recipes page!

Thanks for reading!