Other companies have managed to preserve their distinctiveness as they grew far and wide, Muir says--Apple, Trader Joe's, and In-N-Out Burger, to name a few. Yet it remains to be seen whether a style of eating that's become so popular in Cambridge will play as well in Peoria or Prague. Can vegetarian fast food that's fresh, local, and sustainable scale across the country and around the world? "I think it can as long as we don't call it that," Muir says, "because no one will eat it if we do."