Slutty Vegan CEO talks new cookbook, plans to go global

NEW YORK (AP) — In the past few years, Slutty Vegan, an Atlanta-based eatery, has attracted a cult-like following with its raunchy approach to veganism.

Celebrities often pop in for a visit. And customers routinely wait through long lines to order from the chain’s cheekily-named menu, which includes the “One Night Stand” burger and the slutty fries.

Owner Pinky Cole opened up the first brick-and-mortar location in 2018 in Atlanta, where the acclaimed burger joint attracted a largely Black customer base. Since then, Cole has added new locations in other parts of Georgia as well as Birmingham, Alabama and Brooklyn, New York.

This month, she will begin a five-city tour to promote her new cookbook, “Eat Plants, B*tch: 91 Vegan Recipes That Will Blow Your Meat-Loving Mind.” The Associated Press recently spoke with Cole about her business, her new cookbook and how she’s preparing for a potential economic downturn. The conversation has been edited for clarity and length.

Q: How did you start your business? And why did you decide to go with a raunchy name?

A: So I started my concept in my two-bedroom apartment while working full-time as a casting director. The idea hit me out of nowhere. I didn't know a side hustle would turn into a $100 million brand. I thought I was doing something personally for myself. But I was really doing something for people who want to reimagine food in a different way. The name was a catchy way to get people to pay attention. I knew ‘slutty’ and ‘vegan’ didn’t go together. They’re so oddly different that if you put them together, it would make people ask questions.

Q: Speaking of your prior career, how did you transition your broadcast skills to the restaurant business?

A: I know what people pay attention to. I know what gets them bored. I know...