Surprising Way a Vegan Ice Cream Stand Got Popular

When Lula's Sweet Apothecary vegan ice cream stand initially launched in NYC they couldn't afford to put the word "vegan" on their window. So how did they get so popular among vegans and non-vegans alike? Marketing guru, Seth Godin has an interesting take:
"...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.

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.)"

You can check out Seth Godin's entire post about Lula's here.

image via QuarryGirl



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