Restaurateur's Vision: All-Vegetarian Fast Food

Although the number of true vegetarians in the U.S. -- those who never consume fish, fowl or meat -- has grown dramatically over the past decade or so, they still only represent about 2.3% of the population, according to 2006 data from Baltimore-based Vegetarian Resource Group (VRG). That's up from between 0.1% and 1% in 1994.

But Tu says that's looking too simplistically at the numbers. He's instead targeting "flexitarians," or those who eat meat rarely. Fortunately for him, VRG says that's a much bigger group -- around 20%-25% of the U.S. population "usually or sometimes maintain a vegetarian diet" -- making the business terrain a lot more appetizing.

"The key is the taste," Tu says. "Ideally, I don't want people to know what they are eating is vegetarian," preferring to bag converts on the basis of flavor rather than morals or health reasons.

With that in mind, he's planning to expand Zen Palate's reach, opening one in Princeton, N.J., and another in Pasadena, Calif.

At full steam, Tu says, Zen Palate grosses about $15 per head per meal -- not bad considering there's no alcohol on the menu. Booze apparently doesn't fit with the healthy values to which the company aspires, although some spirits and wines may occasionally be used in food preparation, Tu notes.

Beyond the Veggie Burger

The plan for Zen Burger, the all-vegetarian quick-service line which is to open its first outlet in late October in midtown Manhattan and others elsewhere thereafter, is similar.

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