"...they discovered is that non-vegans were willing to walk on in if the place looked cool enough. In fact, the lack of ingredient-declaration on their window actually helped them reach out to people who might have been scared away at the lack of milk.You can check out Seth Godin's entire post about Lula's here.
Ink on the website is free, so they use the v-word there, but even though they can now afford it, the window is still proudly mute on their rigor regarding ingredients. No sense scaring away customers who don't care (and the customers who do care probably heard the news from their friends in advance.)"
image via QuarryGirl