Vegetarian MOB: A masculine approach to vegetables

MOB, which stands for Maimonides of Brooklyn, was inspired by philosopher Moses Maimonides’ approach to eating, which revolved around a certain combination of vegetables, spices and fruit for improved health.

‘MOB wants to erase the sad, often depressing, image of vegetarian cooking,’ reads the restaurant’s online manifesto. ‘It proves, even to those who cannot imagine a life without meat, one can find pleasure with vegetables, fruit [and] spices.’

The restaurant interiors – with their bold graphics and colours – reflect the brand’s manifesto, and look more like fun burger joints than staid health food restaurants.

Purveyors of health food are changing their approach to add a masculine appeal. For more, read our Alpha Snacks microtrend.