I knew someone a while back who ate almost exclusively at McDonalds and Hungry Jacks. He was a committed meat-eater. When Lord of the Fries opened their first store he started eating there too, and liked it. He didn’t realise the burgers were vegetarian – and for good reason – in their very early days there was nothing obvious on the menu saying that they were. Even I avoided the place for months thinking there was nothing there for me.