I am the last person to push you to try vegetarian food, being that I am a turkey and burger sort of person, but I genuinely like Pilaf. Go figure.
It might be that the people who work there are fun? They have great tea? I can't really explain it other than they have a good reputation of helping good causes around town and I try and frequent businesses that support some of the causes I believe in.
Go try them. I think you will like them.