Paris – MOB was an idea in founder Frenchman Cyril Aouizerate’s head for 20 years before he opened his first restaurant in Brooklyn in 2012. Now he has opened a second location in Paris, bringing his alpha approach to vegetables to his homeland.
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.