vegansaurus!

02/08/2011

Lyfe Kitchen: Tal Ronnen, Art Smith, and a couple of dudes who used to work for McDonald’s want you to eat their healthy food  »

Guess what, vegans and the people who love them: restaurateurs really do want your money! Seriously! They are starting a chain of restaurants called Lyfe Kitchen, which will serve “healthy” omnivorous and vegan dishes. Art Smith, Oprah’s totally not-vegan chef who was once on Top Chef: Masters, has of late eschewed his creamy-buttery-cheesy cuisine for less artery-clogging death food at his own restaurant, and is in charge of the omnivorous part of the menu, and Tal “Mr. Gardein” Ronnen will be developing the vegan section. Plans are to open the first Lyfe Kitchen in Palo Alto, Calif. this summer.

This sounds kind of great, right? Except it also sounds a little, um, nutty. The chain will be marketed to “women age 18 to 49, hoping they’ll like the food enough to bring back friends andfamilies. While she’s enjoying a grain salad, there’s a beefy burger for her husband. While he’s munching away, he might try a bite of hers, and even like it.” Wait, what? Yeah, who wants to puke after reading that? Three sentences packed full of gnarly stereotypes, but stereotypes sell! And this isn’t a “vegan” restaurant: “The menu so far avoids modifiers like ‘vegan,’ ‘gluten-free’ and ‘dairy-free,’” despite offering such options. Because “vegan” is “scary” and “gluten-free” is for “crazies” and Lyfe Kitchen isn’t for scary crazies, it’s for Middle American Families and the Moms Who Run Them.

So definitely this is a positive idea coming to fruition, right? We shall see—you know your Vegansaurus will be checking this place out once it opens. What do you all think: is marketing to McDonald’s Moms the right way to sell a chain of semi-vegan restaurants? I mean, in Tal we trust, but as for the rest of the business partners and the model, who knows.

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