One of our favorite vegan bakeries in NYC, BabyCakes, doesn't promote that it's vegan:
BabyCakes NYC bakery specializes in vegan and gluten-free pastries and advertises that on its website. But inside its New York store, "I didn't put signs up that it was a vegan bakery. I didn't want to repel anyone," says owner Erin McKenna.How is BabyCakes faring?
Pretty darn well.
They now have additional locations in Los Angeles and Disney World, and had $1.8 million in sales last year.
So what do you think? Does the word 'vegan' still scare you or maybe someone you know?