When vegan bakery BabyCakes NYC recently opened a satellite shop in downtown Disney World, honesty wasn’t a virtue. The shop’s teal signs touting their dairy- and egg-free treats proved too much for the mostly middle American, indulgent vacationers passing by.
“It was more of a repellant,” said owner Erin McKenna. “People were just walking away.”
Within a few days, the scary ‘v’ word on the sign was made much smaller. And soon, unsuspecting walk-in customers were gushing over agave sweetened vanilla cupcakes with lemon frosting and chocolate whoopie pies, unaware they were made sans eggs, milk and butter.