"I think there's a general misconception that 'healthy food' is not going to taste as good as the standard American fare that you can get in any restaurant. What we're trying to do is get people to fall in love with the flavors, because, really, it's the biology of taste that creates a memorable experience and what causes people to have strong reaction and want to repeat it. We've also found that the best results come when we meet people where they're at. If we say, 'Just come in for dessert,' and the person tucks in and realizes 'This tastes just like chocolate cake,' … or 'This is the best cheesecake I've ever had,' then that's when we know that we've hit the mark."