Vegetarian Star

“It started two or three years ago. I became a vegetarian when I said, “I’m gonna cut meat out and see how it feels.” It was summer then, and business on the Upper West Side in the summer is pretty rough because a lot of people leave the city. I thought, maybe I’ll just give the restaurant and staff a break and close on Mondays. We weren’t killing it, so why not give everyone the gift of rest? I decided instead to experiment with a vegetarian style of food. I was just going to do it for the summer time and then cut it down at the end of the season and go back to our regular thing. Monday became our third busiest day of the week. From a revenue side, I have to do it. But we also get to touch a completely different kind of customer on Monday. There’s a very specific style of neighborhood customer on the Upper West Side. Monday almost feels like a pop-up.”

—John Fraser, executive chef and proprietor of NYC’s Dovetail restaurant to the Village Voice. Fraser joins the likes of hundreds of chefs, corporations, hospitals, and other organizations that have chosen to regularly celebrate the meat-free holiday. Dovetail features a vegetable tasting menu as well as a Monday night vegetarian and vegetable focused four-course prix fixe.

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