I think the "phase" market is exactly who they are going for. My point above is that those vegetarians who "want to save animal lives" don't frequent establishments where 90% of the menu is meat. That would contradict their stance. People who chose to be vegetarians for other reasons may have less of an issue with a garden burger being fried up on the same grills as the angus beef one. People who have dietary restrictions due to religious grounds are likely not going to Red Robin at all. The potential customers that they may have offended here (with a joke about teenagers, not a jab at vegetarians) are the meat-free office co-workers who might otherwise have joined in at lunch when Bossman said "burgers for lunch!" and picked Red Robin to go to. In the #millionreasons hashtag and on Facebook there are plenty of offended vegetarians who claim they used to like the garden burger (really?) and that they'll never go back for one now. Because the waitress made a joke about teenagers being finicky.