Meat eaters don’t usually flock to vegan restaurants. They often meet even the idea of plant-based cuisine with skepticism.
“What do you even eat?” is a common refrain, usually accompanied by a look of concern that falls somewhere between confusion and pity.
But something curious happened in Chattanooga last July: Omnivores tried vegan food – and liked it. Really liked it.
The city’s second Vegan Chef Challenge is underway, inviting diners of all dietary persuasions to explore how far vegan cooking has come. Organized by the nonprofit Vegan Outreach, the event runs through July 31 with 18 restaurants and chefs unveiling original, plant-based specials. Diners can try the dishes and vote for their favorites online.
“The majority of diners participating in Vegan Chef Challenges happen to be meat eaters,” says Sarah Hyden, Chattanooga’s organizer. “We’ve received feedback from people who never realized vegan food can be just as delicious and elaborate as their non-vegan counterparts.”
During last year’s event, a chorus of surprised carnivores had plenty to say – including the diner who admitted, “I was surprised I wasn’t eating crab,” or another who marveled, “I still can’t believe Lion’s Mane mushrooms taste like seafood.” One self-professed dairy-loving meat eater simply declared, “The herbed cashew cheese is amazing.”
Born from compassion
The VCC was first cooked up in 2010 in Durham, North Carolina. Since then, it’s grown into a national movement backed by Vegan Outreach, hosting more than 50 challenges in cities ranging from Santa Barbara to Tulsa and Knoxville to the big island of Hawaii.
Hyden says Chattanooga joined the movement in 2024 – and its enthusiastic response ensured a return in 2025.
“We brought it back by popular demand,” she says. “Our team of dedicated local volunteers worked hard to invite local chefs on board.”
This year’s lineup includes well-known local favorites such as 1885 Grill (both the St. Elmo and the Ooltewah locations), Public House, Scoop Around Ice Cream, (be)Caffeinated, Attack of the Tatsu, The Hummus Bowl and Ukko – among others.
The event is as much about transformation as it is about taste. Chefs, many of whom have little to no vegan experience, are encouraged to experiment and invent. Vegan Outreach provides support on ingredients – like egg substitutes and meat alternatives – but the creativity is all local.
“We love showing chefs who might not be familiar with vegan alternatives how affordable, easy, and delicious vegan food can be,” Hyden explains. “We’re often amazed at the creations chefs bring to the table who have never previously worked with vegan food in the past.”
From experimentation to expansion
One unexpected outcome of the VCC is how often participating dishes end up as permanent menu items.
“Typically, one out of every three chefs who join the challenge keep their vegan special on the menu or replace it with another seasonal vegan option after the challenge is over,” Hyden notes.
Participating restaurants also report a bump in sales – an average 25% increase during the challenge month – and a loyal new customer base. For many establishments, the event becomes a gateway to attracting diners they might not otherwise reach.
Several inventive offerings are already turning heads this year. Scoop Around Ice Cream is presenting two showstoppers: Cookie Bear Bliss – a chocolate chip cookie dough Biscoff ice cream sundae with vegan whipped cream and cookie butter drizzle, served in a keepsake cup – and Sweet Heat, a mango Italian ice topped with peach-Chamoy drizzle, Tajín and a spicy frozen pop.
The standout items at Attack of the Tatsu include a Miso Mazeman Bowl – with miso sauce, pickled mushrooms and edamame – and Miso Buffalo Sliders made with King Oyster mushrooms.
And for breakfast lovers, (be)Caffeinated is offering a Vegan Apple Crumble Muffin with cinnamon streusel and vanilla glaze – a natural pairing with their oat milk lattes.
“I have to give a shoutout to the Ratatouille Tart from Public House,” Hyden adds, “and the four elaborate specials from The Hummus Bowl, including the Mediterranean Stuffed Onions with Egyptian-style rice and mushroom-based mycoprotein.”
Why Vegan?
Beyond its culinary appeal, the Vegan Chef Challenge also highlights the broader benefits of a plant-based diet, including improved health through a reduced risk of heart disease, hypertension, Type 2 diabetes and certain cancers.
In addition, it supports environmental sustainability by lowering greenhouse gas emissions, conserving water and reducing deforestation. Ethically, it helps minimize harm to animals raised for food.
For those inspired by the month’s dishes, the challenge offers a free “10 Weeks to Vegan” program. The self-paced course helps individuals transition by swapping one animal product at a time, offering recipes, product tips and nutrition advice along the way.
“Many people don’t realize how easygoing vegan can actually be,” Hyden says. “We get many sign-ups from people trying veganism for ethical, environmental, or health reasons through the VCC.”
Chattanooga’s appetite for change
Unlike larger cities with a reputation for vegan culture, Chattanooga’s plant-based scene has historically been modest. But that’s changing.
“With last year’s VCC being a huge success, Chattanooga has proven the desire for more vegan cuisine in the area,” says Hyden. “The customer base for vegan options here is strong.”
Evidence of that is easy to find. The Chattanooga Vegans Facebook group has over 4,000 members. Neighboring Collegedale boasts the Village Market, an entirely meat-free health food store operated by Southern Adventist University.
“We’ve found that the VCC is incredibly successful here thanks to the support from the dining community,” Hyden says.
That support is particularly meaningful given the VCC’s inclusive approach. Any licensed food business – not just full-service restaurants – can participate: pop-ups, coffee shops, meal prep services and bakeries are all welcome.
This openness is by design. “Our goal is to help increase vegan options in the Chattanooga area,” Hyden says. “It’s a win-win. Diners support local restaurants throughout the month, and chefs support the dining community by providing more vegan options.”
Winning over skeptics
Part of the charm of the challenge is its ability to subvert expectations. Whether it’s coconut-based shrimp, plant-based cheeses, or mushroom-based “seafood,” the surprise factor alone keeps diners engaged, says Hyden.
Quotes from last year’s diners in Chattanooga say it all: “I’m not vegan, but I’d eat the vegan biscuits and gravy every morning and never look back,” one participant said. Another simply summed it up: “Surprisingly good for a meat eater!”
As Hyden puts it: “Couldn’t believe it was vegan? That’s kind of the point.”
As with any culinary movement, the future of vegan dining depends on shifting attitudes – and opportunities. With more chefs experimenting and more diners curious, Chattanooga is becoming a surprising test kitchen for plant-based innovation, says Hyden.
However, it’s about more than food, she adds.
“This challenge is a great way for diners to expand their palate and explore foods they might have never tried before. We hope it also inspires them to think about the impact of their choices.”