Shopping Centers Today is the news magazine of the International Council of Shopping Centers (ICSC)
Issue link: https://sct.epubxp.com/i/122387
r e t a i l i n g t o d a y eat your vegetables veggie grill's fresh fare appeals to more than just vegetarians V By Elyse Umlauf-Garneau eggie grill wants to keep right on feeding all those vegans, vegetarians, nouveau hippies and others who love its all Hail kale salad, Bean Me Up Chili and other healthy fast-food items. But it also wants to serve lots of new types of diners too, through attentive marketing to a wider base of people. only about 5 percent of americans claim to be vegetarian, according to a 108 SCt / m a y 2 0 1 3 gallup poll, so Veggie grill is out to court the part-time or semi-vegetarians — called flexitarians in some quarters — and carnivores and others as well. thus, when Veggie grill boasts of a 100 percent plant-based menu, the chain is eager to dispel any images of the gray, mushy stuff too many people think of when they hear the word "vegetarian." instead, the chain transforms fresh vegetables, soy, wheat and other ingredients into dishes with familiar meat- and dairy-sounding names that offer a sense of the flavors and textures to expect. Veggie grill's "chickin" dish, for example, is its own plant-based take on chicken. "all this food — mac and 'cheese,' mashed potatoes and gravy, and buffaloed 'chickin' wings — is very familiar," said greg Dollarhyde, Ceo of the 16-unit, santa Monica, Calif.–based chain. others agree. "My taste buds' reaction to 'chickin'? tastes like chicken — seriously," said steve koller, an encino, Calif., carnivore who was trying out Veggie grill. "i'd envisioned an experience where the prevailing vegetarian belief system smacked you in the face," he said. "instead, i felt welcomed as a customer with just another alternative — meat-eating — lifestyle." Veggie grill food is free of trans fats, high-fructose corn syrup, refined sugar and similar dietary no-nos. not even its carrot cake packs the fat and cholesterol punch typical of that dessert. and yet, "we're able to get savory flavors and craveable food," said Dollarhyde. those on restricted diets will be pleased to find plenty of gluten-free, soy-free and nut-free options. Besides healthy fare and a flavorful menu, Veggie grill is employing prices