Create a fast food chain which serves vegan friendly food for anyone. Providing an inviting and fun experience for vegans and non-vegans alike, aiming to gently educate and show the positivities a vegan lifestyle can have on your health, the environment and the animals.
The specified demographic is open minded younger individuals however it is not limited to this. The aim is to adhere to a wider mass market to compete with big fast food companies and provide a great experience for people of any age, gender and class, with affordable yet delicious food.
The locations:
Starting up the business could prove difficult due to the nature of the content. Veganism is on the rise but greatly outweighed by meat eaters and their attitudes towards vegan food. From gathering research I have concluded that the reason most people are put off trying a vegan lifestyle is because of the taste of animal products. It's no secret that they taste good, which is why there are a lot of alternatives for people who cut these out. For the restaurant, it would be pinnacle to ensure that the food tastes good.
From there, the store can be put forward to potential investors/angel investors or put on kickstarter. Once there is an income via an investor or a loan, to get people trying the food and thinking about it, multiple pop up stores could be placed around larger cities such as London, Manchester, Glasgow & Leeds, similar to Club Mexicana. There could even be opportunities to sell the food at major festivals. Festivals are a time were eating isn't everyone's main priority as there's so much going on, it would really benefit vegan people especially to be able to buy something quickly in this context.
From there, the business should be developed and eventually have chains in every major city. I created a map to demonstrate how many restaurants should open around the UK in the earlier stages of it's development:
Eventually though, it would be the lifetime goal of the company to open a close amount of franchises as McDonalds or KFC, and implement veganism into everyday life, normalising it to the public.
Promotion:
Word of mouth can only go so far when it comes to advertising something new. Essentially, information about the restaurant would have to be distributed in a variety of ways. One of these examples is posters. Posters can be placed around major cities
Placing posters such as this in major cities is a perfect location, as cities are the main places people are shopping and on the go, and usually will end up needing to get a quick bite to eat as they go about their business. These will be the main audience who see these posters, and in the posters being in their environment, Erdenbürger will stick in their heads due to the bright greens and snappy slogans.
Adding how many metres the closest store is to the posters could also increase interest as it will show that the chains are accessible.
Billboards can also be useful, as those who are on the go also includes those in the car. The restaurant can eventually set up ways to install a drive thru to maximise convenience and sales. Billboards will be seen by passers by on motorways, again planting the seed and keeping Erdenbürger in their minds. This demographic would predominantly include those of driving age however it depends if the passengers are children and are hungry!
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