As the previous research I conducted was only two short polls, I felt I needed to get a deeper and more in-depth amount of data to take the brief forward. I needed to know whether the demand was high for a vegan restaurant, and if it would appeal to not only vegans, but also meat eaters; as the restaurant would be located in major cities as well as large towns. I imagine it to act as a subway/mcdonalds type of establishment, that can have something for everyone, whilst maintaining a strict ethos regarding animal produce.
The first question was determining the person's dietary choices:
From these results the overall dominant answer was meat eaters. Although I am solving a problem for vegans mainly, meat eaters are definitely going to be part of my demographic, as I'd love to appeal to a person of any diet. This was a result that I was expecting and widely represents
society's lifestyle choices regarding food.
However, a problem I found with this research was that those who answered 'other' took this as an opportunity to explain that they only rarely eat meat, or are 'mostly' vegan. To me, although interesting, this data is quite inaccurate as if someone is 'mainly vegetarian', essentially they are still a meat eater. The same goes with someone answering 'mainly vegan', this does not entirely make them a vegan per say as they are still consuming animal products along the way; although I respect that there is a journey and a process with changing your diet.
The next question I asked was related to the limitations of food choices for vegans/vegetarians:
The data shows that people would suggest there are restrictions regarding food options for vegans/veggies. With this question however, I should have specified that I meant when out and about; however looking at the data it is apparent that this is a problem, as several individuals said it themselves.
The next question asks why people are reluctant to try a vegan diet. This question was asked to enable me to discover what I can try and implement to make a vegan lifestyle more appealing to vegetarians and meat eaters, and avoid putting them off. This question also allowed the participant to select multiple options:
A lot of respondents mentioned that they have a disorder such as anorexia, health problems or struggle to stay at a certain weight, and veganism could restrict them or damage their wellbeing further. This could be due to stigmas which are attached to veganism, that you can't really eat anything and it is very restrictive or unhealthy; which is of course untrue. It could be an idea to implement the health side of it predominantly during the branding.
There was also data that suggested that respondents do not like certain vegan foods, such as vegetables. To be vegan, you don't necessarily have to sit and eat salads for every meal, so this would be a great way to engage those who think veganism has to be pure vegetables in their healthiest form. If I could sell food products which are tasty and classic, without going over the top on healthy vegetable options that a lot of people would expect from a vegan restaurant, then perhaps this will attract an audience of vegans, vegetarians and meat eaters, as what is on offer isn't a salad leaf. Some people are more comfortable eating food that they're used to or fond of, therefore this should be considered for my development.
Reinforcing the direction of my project, several participants suggested that it was inconvenient and that they could not find adequate vegan options on the go. I aim to resolve this with what I create, and answer this problem, making vegan food convenient and also popular and admired on the go.
The next question asked whether participants felt there was a demand for a vegan fast food restaurant:
The majority however voted yes, again confirming the problem I have identified.
The final question of the survey asked whether participants would visit a vegan fast food restaurant chain:
Superbly, a vast majority of the respondents said they would attend a vegan fast food chain, which is good news for my project!
Respondents within the other section seemed hesitant regarding the food being unhealthy, however if it is vegan, it is going to be healthier than non-vegan produce. The idea would be to make healthy ingredients and products look friendlier and more approachable somehow. There would have to be a sense of indulgence to comply with other fast food companies, and the food should 'taste nice'. In other words, whatever I create will not just be offering salad bowls.
Next I will take this data and allow it to inform my design choices and business plan.
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