Slutty Vegan’s founder says attracting non-vegans has played a key role in her $100 million success.
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00:00I did a McKinsey Brain Equity Study,
00:02and what they said is 70% of the people
00:05who come to Slutty Vegan are not vegan, right?
00:10And I knew that, just with my simple math.
00:14But what's interesting about why Slutty Vegan
00:17has been able to sustain so long
00:19is because I'm not attracting the vegan, right?
00:22I don't care if you eat vegan,
00:25I don't care if you're a meat eater,
00:26if you like to eat pork, that's your prerogative.
00:28I married somebody who got a chain of meat restaurants.
00:31I love that.
00:33I know, it makes no sense.
00:34It would be a great TV show, by the way.
00:36But the reality of it is,
00:38it's almost like we've been to the hospital before, right?
00:42Before you go into the back,
00:44before they admit you, you go into the triage, right?
00:46So everybody, Slutty Vegan is like the triage.
00:49So you come as you are,
00:51and however you come, we will meet you where you are.
00:53And I think that that is a part of the reason
00:55that has allowed us to just really navigate as a brand,
00:58because our audience is not,
01:00we want the person that's just eating salad all day.
01:02That's not the person.
01:03We want the person who's eating vegan for the first time
01:06and wants to see what the hype is all about,
01:08and then when they taste Slutty Vegan,
01:09like, okay, I could do this, right?
01:11And then tomorrow, they can go to his restaurant,
01:13and then they can go to the grocery store
01:14and buy some teriyaki from him.
01:17And that is the person that is going to keep the business
01:20to continue to grow, and I like to keep it that way.