Eleven Madison Park is one of the top restaurants in the world, and when it reopens post-COVID, it will be ~vegan. elevenmadisonpark.com
This is just inconceivably daring to me—expectations for this echelon are already impossibly high, competition already intensely fierce.
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I don't have an opinion on this, but chef Humm did make the distinction between vegan & plant-based in the NYT story
"and Mr. Humm steers clear of the word “vegan,” .."
“Eleven Madison Park is about surprising people,” Mr. Humm said. “We don’t want to lecture people.”
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Totally, this is exactly the right move. "Vegan" has the connotations of the scold. Needs a rebrand.
It's somehow sad if that's necessary."Vegan" seems to me a perfectly fine, descriptive & known word, why invent a synonym. The scolding connotation is smth I thought mostly exists in anti vegan jokes and stereotypes (e.g. "how to recognise a vegan").
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But I don't live in the US and am only aware of the vegans in my social bubble (who never scold), but the average US citizen might feel different. From a PR view rebranding might be useful even though I would prefer to normalize that word "vegan"
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