I've been coming here since 2008, and it remains one of my absolute favourite places in Sao Paulo. It's heavy on the fake meat and many dishes have Asian influences, it's generally less healthy than Apfel or Nutrissom - and all the better for it ;) Unlike the other two it's R$40 per-kilo rather than unlimited, so better for smaller eaters. Having said that, I'm a big boy with a big appetite, and I spend about the same in total at all three places. I can't decide of the three which is my favourite, which is why I always visit all three whenever I'm in town. Make sure you make it to this one though, it's unusual and excellent. But the queue to pay and exit can be horrendous.
A skip and a jump from Luz station, take R. Brig. Tobias exit, turn right, and it's a few blocks down, diagonally across the main junction intersection.
Cons: Location, Lunchtimes only, Queue to pay can be horrific