This study deals with hospitality from a perspective of receiving and welcoming in the commercial context of restaurants, whose existence in relation to consumers belonging to the vegetarian subculture is outlined based on the understanding of their motives and consumer habits. With the support of an exploratory survey, this work seeks, initially, to discover some consumer habits and attitudes of vegetarians who frequent restaurants in the city of São Paulo. With the data from this survey, a semi-structured observation script was formed. Seven restaurants were studied, in the same city, recommended by the subculture and considered appropriate for vegetarians. It was observed that even when serving a subculture, this does not always occur as a strategic decision, result of a market focus, a fact which could lead to its lack of success. The study of restaurants reveals nuances in vegetarian gastronomy that are unknown by the majority of catering establishments. Key words: Vegetarian gastronomy; Hospitality; Restaurants.