The key to Slutty Vegan's $100 million success: "I'm not attracting the vegan," founder says

Slutty Vegan’s founder says attracting non-vegans has played a key role in her $100 million success.

Transcript

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.