Veggie Grill

If mainstream consumers would try Veggie Grill’s meatless signatures, they’d likely be hooked. Or so management is betting in developing the concept as a flavor craver’s alternative to conventional (read: fat-reliant) fast-food joints. They insist their meat replacements are as tasty and chewy as the real thing. Still, preconceptions can be stubborn; can meat lovers be coaxed to try something labeled veggie? The breadth of Veggie Grill’s appeal could depend on a flexivore’s true flexibility.