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The main location where she worked was downtown, next to a Mixt restaurant whose lines spilled onto the street.

Mr. Ghaffary is a former Yelp executive and serial optimizer who went to Mixt in search of a vegan meal that was high in protein and low in sugar.

The nearby salad store was part of a fast-growing chain called Mixt.

Yelp and Mixt had little more than proximity in common, which at that time was enough.

During a recent lunch at a Mixt location in the financial district, the company’s chief executive, Leslie Silverglide, pointed to the line of badge-holding workers and competition for outdoor tables.