The Veganish Market officially closed to make way for its rebrand, the Coastal Cowgirl Cafe, in January. While the business remains at its location on University Boulevard, its new menu and reworked atmosphere have transformed the restaurant.
The rebrand was announced via Instagram on Jan. 14, stating that the Veganish Market, under the same management, will be replaced by the Coastal Cowgirl Cafe. Creative director Yazmyn Rozier explained in the caption that Coastal Cowgirl Cafe will be making the transition to a menu and environment more suited to her calling.
“I am a coastal cowgirl, and while I’m five hours away from the ocean, I wanted to bring the coastal vibes to Tuscaloosa,” she said.
Rozier said that despite being one of the few vegan- and vegetarian-friendly restaurants in Tuscaloosa, the Veganish Market was not performing as she hoped. A rebrand and more inclusive menu, rather than a move, proved to be the solution, as Rozier wished to maintain the business’s location on University Boulevard.
“I love this location and I love being downtown, so rebranding was a smart move. I’m happy with the decision every day. It truly has been blessings on blessings,” Rozier said.
As a part of the rebrand, the cafe has instituted a new menu and integrated Western and coastal elements into its decor. The cafe now has a selection of coffee, smoothies, and bowls and is open for brunch and lunch daily.
“I find the cafe’s environment to be a unique addition to Tuscaloosa. They offer a new healthy option for students and locals,” said Carly Chambliss, a freshman majoring in graphic design.
This new, unique atmosphere has attracted a new demographic of customers who frequent the cafe.
“We have definitely had an influx of new customers, lots of college students, whereas with Veganish we drew a more mature crowd,” Rozier said.
This younger demographic of patrons can be largely attributed to Coastal Cowgirl’s success with online viral content. On its Instagram and TikTok platforms, the cafe has nine videos with over 10,000 views, including its most viewed video with over 295,000.
“I was just posting to post, and all of a sudden they blew up. I really appreciate the support on social media,” Rozier said.
The cafe’s smoothie menu has gone particularly viral, as customers have drawn comparisons of the drinks to those of Erewhon, a California-based grocery store.
Coastal Cowgirl Cafe’s social media success has sparked a trend of TikTok users visiting the establishment in order to try their viral smoothies.
“I saw a lot of coastal cowgirl posts, specifically on TikTok. I’ve been seeing a lot about their Hailey Bieber Erewhon smoothie dupe,” said Dominic Gatto, a freshman majoring in graphic design.
While many customers were prompted to try Coastal Cowgirl Cafe due to its online prominence, the menu and environment have kept patrons coming back.
“They have an excellent selection of smoothies, coffee and food. It’s a great spot for studying and is located near campus,” Chambliss said. “I will definitely become a regular customer, as there aren’t many places like it around town.”
