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.
|Location||Westlake Village, Calif.|
|2013 Systemwide Sales ($000)||$26,600,000*|
|YOY Sales Change||60.7%|
|2013 U.S. Units||22|
|YOY Unit Change||46.7%|
|2013 Average Unit Volume ($000)||$1,400,000*|
|Future 50 Year||2014|