Beyond Meat fights for survival

On the other hand, we were staying in larger cities, stopping in towns along major transit routes, and going to the "kind of coffee shops" where you would expect such a thing.

But they do care if you're trying to drag the entire friend group to a vegetarian restaurant.

In university, a group of friends once decided on heading out to dim sum for a celebration; one of them was Jewish, and ended up basically becoming a vegetarian for a day (since pork is all over the place in that cuisine). It was a source of lighthearted amusement for all and everyone was fully accommodating.

North American food culture doesn't depend on familiarity ("the same dish, just with the questionable thing substituted") at all. If anything, being a picky eater is discouraged and a sense of culinary adventure is praised. The service at QSRs has gotten slower in part because of pressure to reconfigure their basic ingredients into new, unfamiliar recipes. (Taco Bell is basically dedicated to this craft — and the greasy ground-beef slop doesn't even really look that different from the black bean slop anyway.)

Which is to say, it's not the meat eaters trying to impose culture on others. Vegetarians and vegans in my experience demonstrate an entirely unjustified persecution complex — the "they'll tell you" stereotype arises from the fact that people simply wouldn't care if it weren't explicitly brought up. That Simpson's episode with Lisa attempting vegetarianism was amusing, but also portrayed a world entirely alien to me.

Yes, North Americans eat a fair bit of meat on average. That's not at all the same thing as the dishes being "created around" the meat. We don't say "meatballs and spaghetti" (I even started automatically typing it the normal way around); substituting the meatballs for ground meat in the sauce is as natural as substituting a different shape of pasta.

Whole pieces of meat have a particular cachet, but this is because it's harder to hide a quality issue this way. Making a patty is missing the point. A hamburger is simply not highbrow cuisine. It's one culturally-established recipe, out of many, which is preferred in the context where it is mainly for convenience as finger food.

The proper vegetarian equivalent to a burger is a vegetarian wrap. (Or veggies on a bun, if the "bun form factor" is contextually important.) The proper vegetarian equivalent to a fancy meal with whole cuts of grilled meat is a fancy meal with artfully plated grilled vegetables.

I've been vegetarian since January 2011. Back then at restaurants I had to eat side dishes or go hungry, and while I spent months searching I couldn't find any kind of imitation meat that didn't make me wanna puke. But with the modern imitation meat, be it Beyond Meat, Moving Mountains, Nestlé's Garden Gourmet or Rügenwalder, that's not the case anymore.

Food is also a part of the culture, and German culture traditionally contains a lot of meat. Which may be why here in Germany, these products are hugely successful. Rügenwalder (which is a conventional meat factory) is now selling more imitation meat products than actual meat. Recently they even phased out their meat currywurst because the vegan currywurst was selling so much better.

While often times you can just remove meat from the recipe (e.g., Bratkartoffeln uses Speck just as seasoning, so you can replace it with a bit of soy sauce and MSG) or replace it with a simple alternative (e.g., Falafel-Döner), that doesn't work all the time. Sometimes imitation meat (whether store-bought methylcellulose based, or DIY marinated soy or seitan) is the best option.

Even though I had disliked imitation meat for over a decade, nowadays even I'll enjoy veggie currywurst.