Lord of the Fries’ success in not-so-secretly get the meat-loving masses to embrace their vegan and vegetarian menu is commendable if not awe-inspiring. They’ve done this by strategically opening late at key locations, namely Flinders Street Station, Brunswick Street, Chapel Street, and Swanston Street, where they can draw in late night revellers with burgers, hot dogs, and loaded chips that hit the comfort food cravings in the wee hours. But while there’s no denying the loyalty of their vegetarian and vegan clientele (for whom choices for a late-night feed are slim at 3am), Lord of the Fries’ success lies in knowing how to straddle the line between staying true to their vego fans while luring carnivores who wouldn’t have poked at a soy patty with a stick with tasty late night food.
