Investigation on the Growth of vegan restaurants in London

TABLE OF CONTENTS Chapter 1: INTRODUCTION1 1.1 Overview of Study 1 1.2 Aim 1 1.3 Objectives1 1.4 Research Questions 2 1.5 Rationale of Study 2 1.6 Significance of study 2 1.7 Chapter structure 3 CHAPTER 2: LITERATURE REVIEW 4 2.1 Significant growth of vegan restaurants in London 4 2.2 Benefits of veganism and business will take profit from it5 2.3 Popularity of vegan restaurants and about its growth 6 2.4 Factors leading to vegan restaurant expansion 7 2.5 Reasons for increasing demand of vegan restaurants in

Investigation on the Growth
of vegan restaurants in
London

ABSTRACT
In the recent time, the practices related to veganism has been raised to a greater
scale all over the world. Especially, in London the practices related to vegan diet
has increased to a tremendous level. This has caused a significant rise in number of
vegan restaurants in the city. The reports covered the significant details about the
growth measures which are undertaken within the organization that will help in
suitable planning of the service measures in a significant way. The report presented
the range of implications that veganism and vegan diet had on the growth of
number of restaurants in London. Besides this, the reason behind the rise in
practices of veganism and factors causing a rise in number of vegan restaurants are
analyzed. Other than this, the long term sustainability factors and positive response
towards vegan restaurants and food service provider by younger customer s on
regular basis is evaluated.

TABLE OF CONTENTS
Chapter 1: INTRODUCTION..........................................................................................................1
1.1 Overview of Study.................................................................................................................1
1.2 Aim........................................................................................................................................1
1.3 Objectives..............................................................................................................................1
1.4 Research Questions................................................................................................................2
1.5 Rationale of Study..................................................................................................................2
1.6 Significance of study..............................................................................................................2
1.7 Chapter structure....................................................................................................................3
CHAPTER 2: LITERATURE REVIEW.........................................................................................4
2.1 Significant growth of vegan restaurants in London...............................................................4
2.2 Benefits of veganism and business will take profit from it...................................................5
2.3 Popularity of vegan restaurants and about its growth............................................................6
2.4 Factors leading to vegan restaurant expansion......................................................................7
2.5 Reason for increasing demand of vegan restaurants in London............................................8
CHAPTER 3: RESEARCH METHODOLOGY...........................................................................10
3.1 INTRODUCTION:..............................................................................................................10
3.2 RESEARCH PHILOSOPHY:..............................................................................................10
3.3 RESEARCH TYPE:.............................................................................................................11
3.4 RESEARCH APPROACH:.................................................................................................11
3.5 SAMPLING:........................................................................................................................12
3.6 DATA COLLECTION........................................................................................................13
3.7 DATA ANALYSIS:.............................................................................................................14
3.8 ETHICAL CONSIDERATION:..........................................................................................15
3.9 RELIABILITY AND VALIDITY:......................................................................................15
CHAPTER 4: DATA ANALYSIS ...............................................................................................17
CHAPTER 5: DISCUSSION.........................................................................................................26
CHAPTER 6: CONCLUSION AND RECOMMENDATION.....................................................28
CONCLUSION..........................................................................................................................28
RECOMMENDATION.............................................................................................................29

REFERENCES..............................................................................................................................30

Chapter 1: INTRODUCTION
1.1 Overview of Study
Food habits have been an effective factor that will look after the proper dwelling of
people in a region. It determiners the social backdrop and demographical details of the people.
With the passage of time, people, especially in London and other European countries are
nowadays moving towards the vegan diet. A 'Vegan Diet' is a practice of abstaining from the
animal based food products. It avoids the meat and dairy products and even honey. The concept
of Veganism is based on the concept of avoiding any sort of exploitation of animals by man. In
the recent time, these practice has gained popularity all over the world. Many restaurants have
opted for the selling out and providing of the Vegan foods (Bacon and Krpan, 2018). Even in
London, the number of vegan restaurants is been increasing rapidly. The report will cover the
detail of the assessment carried out to determine the rate of growth of Vegan restaurants in
London with regard to vegan food service provider firm, Mildreds Restaurant.
As the restaurants fall under the hospitality sector, the inculcation of concept of vegan
diet and practice of veganism will help in establishing an effective restaurant that will offer
completely plant based food. The vegan restaurants see though establishing and promoting
practices of veganism in London in order to increase their numbers. As the public awareness
about the animal rights and welfare, and the adverse effect laid by non veg food on the human
body is raised in UK, the practices of veganism increased, leading to rise in number of vegan
restaurants in UK.
1.2 Aim
“To investigate the growth of Vegan restaurants in London. A case study on Mildreds
Restaurant”
1.3 Objectives
 To explore the reasons why is been a significant growth of vegan restaurants in London.
 To evaluate the benefits of veganism and how business take advantages of it.
 To evaluate why are vegan restaurants becoming more popular and growing in number.
 To analyse the factors that lead to vegan restaurants' expansion.
 To analyse why is the demand for vegan restaurants increasing in London.
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1.4 Research Questions
 What are the reason behind rise in Vegan restaurants in London?
 What are the benefits of veganism and how business will take profit from it?
 What is the reason behind vegan food and restaurant that are increasing in London?
 What factors leads to the expansion of Vegan restaurants?
 Why the demand for vegan restaurants is increasing in London?
1.5 Rationale of Study
The effective planning of the business operations are looked after for the spreading of
veganism with the rise in number of establishing and development of vegan restaurants in
London. As with the time, the animal cruelty, exploitation of natural resources and pollution has
increased. Thus, in such conditions, opting the vegan diet plan and developing a vegan restaurant
is a beneficial approach. It is not only an effective and innovative business opportunity but also a
suitable medium to protect and save the environment, simultaneously. The proper planning of
development and establishment of a Vegan restaurant within London will help in spreading the
practice of veganism within the country. As the trend of veganism is increasing gradually all
over the world, establishing and running a vegan restaurant is a fruitful practice (Simone and
et.al., 2014). It has opened a new market share within the market that will impact the sales and
revenue of a food and beverage enterprise. These practise will lead to operate a vegan restaurant
in London and increase in their growth. These research will play a crucial and significant role in
setting up of the processes and assessment operations which will supports a rise of understanding
related to veganism and promote the growth of vegan restaurants in London. This analysis of
veganism and growth of vegan restaurants will help in establishing of services related to setting
up of other vegan related facilities like vegan and organic food stores within London.
1.6 Significance of study
This study will not only cover the details of the growth that is been seen by the Vegan
restaurants in London but also provide the information about the effectiveness of the vegan food
and perception of people around it. As the practice of Veganism is gradually increasing at the
global scale, London will also be effectively influenced (Mezni and et.al., 2014). This report is
essential to develop a positive environment and understanding in regard to Vegan diet and
restaurant. The general perception or mindset of people regarding Vegan diet and restaurants is
that it doesn't have much variety of food to offer, which is not true. Vegan diet provides the good
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variety of food products and services which is not only good in taste but is also healthy in nature.
This will further help to look after in carrying out the research related to veganisam and its health
benefits, financial implications of the vegan diet and restaurants, effect of Vegan diet on welfare
of the people. This will help in improving the perception of people and researcher regarding the
vegan diet, restaurant and veganism.
1.7 Chapter structure
Chapter 1: INTRODUCTION:
This chapter will cover the brief overview about the aims and objectives related to the
research title. An overview of the study with precise aims and objectives is been set. Effective
research questions and a rationale is presented along with significance of study on the growth of
vegan restaurants. Also, the chapter structure is been presented.
Chapter 2: LITERATURE REVIEW:
This chapter cover the effective assessment of various literature including books and
journals are been carried out (Wang, Ding and Oh, 2014). This will help the researcher to
develop a positive understanding regarding the research topic.
Chapter 3: RESEARCH METHODOLOGY:
This chapter of dissertation will cover the details about research measures which will be
followed. The researcher will adopt suitable research methodologies which will help in carrying
out of the data evaluation and assessment process. Besides this, it will help in creating a
framework for the researcher.
Chapter 4: DATA ANALYSIS:
This will include the suitable collection and analysis of data or information related to
research. This will help in proper evaluation of the collected data in order to get the suitable
information and outcomes related to research aims and objectives.
Chapter 5: CONCLUSION AND RECOMMENDATIONS:
This will include the suitable conclusion or summary of the complete research process. A
gist is been presented related about all the activities carried out in the data evaluation process and
the outcomes that are been received from the research.
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CHAPTER 2: LITERATURE REVIEW
The literature review can be termed as the proper practice of evaluating the finding of
other authors that have created and carried out the research on the target topic. This process helps
the researcher to gain an effective insight related to research title. For the present report, the
researcher will analyse the finding of authors on Veganism and growth observed by vegan
restaurants in London, UK. As the vegan restaurants are becoming a major reality in present
time, the proper evaluation of their trends will help in improving the understanding of researcher
towards the topic. Effective handling of the operations related to the activities will be carried out
that will help in proper planning of services and thus will lead to rise in carrying out of research
process in an effective way.
2.1 Significant growth of vegan restaurants in London
Veganism or Vegan diet is a concept of abstaining of leaving the animal based products
especially the food items. It includes the disdaining of animal based food items like poultry,
meat, honey and even milk. The complete dependency on plant based diet plan is observed. As
the practices of veganism has increased, London has seen a significant growth in the number of
vegan restaurant and food service providers. As per the views of Brandt and et.al., (2018), the
effective rise in veganism and suitable planning of practices will help in proper evaluation of
vegan diet in London city. As per the findings and statical data that is been carried out by various
organisations and researchers, this can be said that about a 1.2 million of people in population of
UK are active practitioners of veganism and vegan diet. Out of this, about half million resides in
London. Hence, such a good number of vegans in the city has led to a significant growth of
vegan restaurants in London. As restaurant or food service industry is one of the leading
industrial sector which will help in significant setting up of a vegan restaurant in London. The
rise in number of vegan restaurants have also been an effective medium in catering the needs
related to establishing a vegan restaurant in UK. The findings and observation of Sanders (2017)
that formerly, the population of vegan practitioners were below 1%. However, in recent times,
the trends related to vegan diet has grown and this has lead to a positive rise in trends and
number of vegan restaurants in London. All these practices which are been carried out has played
a very significant and crucial role in setting up of a vegan based restaurant in London,
contributing to an effective and significant rise in their number. This positive rise in operations
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and establishing up of vegan restaurant is a positive sign for the development of London as well
as the food industry in it.
As discussed by Kraak (2018) in London there 540, 00 vegans restaurants are available
who serve their better food services in country. It is the chain of business which includes many
restaurants under it, all are giving their best performance and work according to customer needs.
Vegan restaurants identify consumer taste and food preferences which helps to prepare food for
them. With the help of identifying clients likes restaurants cooking tasty and health food, that is
one of the reason behind their success and business growth. London is famous for its vegan
restaurants, many people prefer to visit that place and eat their delicious food and many others
dishes. Vegan restaurant are specialist for providing their vegetarian food to its customers.
2.2 Benefits of veganism and business will take profit from it
The vegan diet is gaining the increased popularity due to the associated benefits that have
attracted people from all around the world. As the human body is primarily adapted to digest the
vegan, plant based food, consuming a vegan diet will provide an effective health benefit to
people. As per the finding of Weder and et.al., (2019), many researchers have advocated the
benefits and effective planning of the diet plans and practices that have led to improvement in the
health conditions of the people. As the diet is plant based, it is not susceptible to any sort of risk
related to diseases from animals to human consumers. The vegan diet contains high fibres, high
plant based protein, low fat and sugar level. It forms a balanced and to some extent, a wholesome
diet. It reduces the risk factor related to obesity, high blood pressure, Type 2 diabetes and threats
related to cardiovascular diseases that can impact the health and well being of people. Besides
this, it also reduces the chances of neurological diseases and disorders that will help in improving
the health condition and mental well being of people. The Vegan and Fruitarian diet is known for
flush out the harmful toxins from the body and cleanses the internal organs, improving the health
conditions within the organisation.
The findings of Larson-Meyer (2018) indicates that the proper and balanced practice of
vegan diet plan will help in carrying out of the welfare measures related to physical, mental and
psychological health. Veganism practices that are taken by its practitioners leading to proper
developing of diet plans and recipes that are healthy in nature. The awareness of people about the
benefits or advantage that vegan diet provides, the number of people following a vegan diet are
increasing, leading to a significant rise in number of vegan restaurants and food services in
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London. This has helped the food service industry or the vegan businesses to get a new scope
and idea about the growth measures and provide their customers with a great deal of products
and services related to vegan diet. Tthe restaurant business are harnessing the vegan restaurant as
a major growth opportunity and takeing significant measures to make it in practice. The findings
and outputs of (End, 2019.) the vegan restaurants and raw material providers can collaborate
with local farmers and planters to get suitable access to the specific vegetables on a lower cost,
reducing the expenses and additional cost that is spent by the vegan restaurants for no reason.
Other than this, it will help in carrying out of the effective market research is been carried out
that will help in proper planning of establishment of vegan restaurant within London. The proper
development of the operations will lead to carrying out of the service measures which will lead
to rise in setting up of the operations, assisting in establishing of a vegan restaurant within
London.
2.3 Popularity of vegan restaurants and about its growth
The growth of veganism and popularity of vegan diet among people is turning out to be
most popular and significant factor in rise of popularity and growth of vegan restaurants in
London. As the follower of vegan diet and awareness of benefits vegan diet has on the human
beings, the number of vegan restaurants have increased on a significant level. As per the views of
Bahr, Thomas and Patricia (2019), the popularity or positive knowingness of vegan restaurants
have been significantly based on the factors or attributes like the health benefits, for the
medicinal or practising reason. This leads to the formation of a loyal and regular customer base
which will help in proper sales and expansion of a vegan restaurant in London. Besides this, the
easy accessibility to a vegan diet is also a major driving factor that will lead to the significant rise
in setting up of the attributes which will help in proper rise of operations and establishing a
vegan restaurant within London. As numerous meat and alternatives of other animal based food
products have increased to a greater extent, the vegan restaurants are able to provide a decent
quantity of food items and products which has led to a significant rise in number of vegan
restaurants in London.
In accordance with views of Yablokova, (2015), the exposure of veganism and vegan
restaurants have started a new concept of growth and significant rise in numbers of vegan
restaurants which will help in proper planning and setting up of a vegan restaurant within
London. The growing trends and positive response of people towards the vegan food services
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have played a very significant operations which will help in improving the popularity of vegan
diet and restaurants within the city. Besides this, the exposure to eastern religions and vedic
concept of ahimsa or not harming to anyone, knowingly or unknowingly made up the core of the
Veganism movement. In 1944, The Vegan Society was formed that played a very crucial role in
spreading of vegan diet in society. By 1951, the society and its Vegan based eating practices
gained popularity in almost 3/4th of London. Many pioneers like George Barnard Shaw became
the follower of Veganism and gave up consumption of poultry and dairy products. All these
measures will lead to setting up of a significant number of vegan restaurants in London,
contributing to their growth.
2.4 Factors leading to vegan restaurant expansion
There are significant and suitable factors which can be taken in consideration by the
vegan restaurant into suitable consideration to experience sustainable growth and development.
As per the findings of Dedehayir, Riverola and Velasquez, (2017), there are a wide range of
factors or attributes that have played a significant role in setting up of the restaurant related
operations and action plans which supported a good rise in number of vegan restaurants. Some
major factors like rise in popularity of veganism, increase in number of practitioners or follower
of veganism and vegan diet, rise in awareness of adverse impact of animal based food on human
body will lead to a significant rise in number of vegan restaurants. Gradually, the idea and
concept of Vegan diet spread to rest of Western world with the exposure to Eastern religions and
ideologies. Since 2006, the Veganism has seen a good rise in number of its practitioners. All
these factors contributed in one or the other way in increasing the number of vegan restaurants in
London.
There are some factors which helps to lead vegan restaurant as the leader within food industry
and also helps to expand its business.
Health conscious trend-
In modern world people are driving towards eating healthy, they prefer to eat healthy
food rather than fast food. As according to Domke (2018) Fast food make people ill due to using
contaminated food or vegetables while cooking or preparing dishes. People now wants to look
good and stay fit for longer in their lives, so for that they move towards eating healthy and
something vegetarian. It creates one of the best opportunity which vegan restaurant garb and lead
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upon it. They serve vegetarian food and prepare dishes according to people needs which helps to
expand their business more and more rather than the others in UK. They include all the necessary
elements in food which provide customers fully balanced nutrition, in their food or dishes vegan
restaurants avoid fact include ingredients. As they serve fat free food and rich within highly
nutrients that cannot impact on people health and contribute to make them fit and healthy.
Animal awareness-
According to Lee (2018), Government place order to do not kill or harm any animal in
order to save them. It is one of the another factors that helps to expand vegan restaurants chains
and also help to increase their profit margin and market share. Government make rules and
regulations which need to be followed by each of the restaurants in London. It is one of the
reason behind firm success and business growth which contribute to attract customers towards
their services and products.
2.5 Reason for increasing demand of vegan restaurants in London
As per the view of Goethals, (2018), there is significant increase into the number of
vegan in Great Britain that too in just span of 4 years from 2014-2018. This is surely due to its
increase in demand and many restaurants in country is also tried to include it into their menu
which will attract customers. During 2014 there were only 1.5 million which was approximate
0.25% of total population, while in 2016 it increased to 2.76 million i.e. 0.46%. Then there was
significant increase in year 2018 which raised to 1.16% which is about 6 million of the total
population were vegan. One of the major reason for increasing demand of this vegan diet or
vegan restaurants is change in climate, raise in welfare of animal and awareness related to self-
health. This massive demand for vegan food is also leading to retail revolution which means that
supermarkets are increasing sales of vegans and veggies and reducing sale of meat products. For
this the supermarket of London like that of Iceland is planning to launch their complete range of
vegan food that will be meat free cabinet.
Thus End, (2019) indicated that from the result of its increasing number there is raise in
vegan cosmetics, clothing and food as well. The consumers are getting aware of what they
should eat and with its results into more conscious decisions relating to environment. This is also
helping the event managers to become more and more aware to cater these need which is a trend
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in 2019. Apart from vegan use of charcoal is also been regarded to as one of the best innovative
and healthy vegan food and its trend is also increasing. The charcoal will be helpful in extracting
toxin from human body so this is very much used by many of vegan restaurants in UK. This is
also regarded to as an important factor or reason for increase in demand of veganism in country.
As per Wrenn and Hall, (2016), it could be stated that popularity of mainstream veganism
will keep on increasing in near future. There are majorly 3 reasons for this which includes
climate change, welfare of animals and their personal health. While it could be added that there
are more reason for it like growth of business, trendy events, YouTube channels showing it and
polemical documentaries as well. There is also rapid expansion of vegetarians who are trying out
veganism for particular month and advising others to have the same this is known as “annual
Veganuary campaign”. This campaign was launched in 2014 were almost about 3300 people
signed up to eat only veggies in month of January which is regarded to as post-Christmas
celebration. While this increased in year 2019 to about 2.5 million people participating into this
event which is highest from last 4 years. All these types of events are increasing popularity of
veganism all across the world and leading to growth of restaurants as well.
This is not only increasing demand of veganism but this also decreasing the demand and
supply of meat and dairy products. One of the main reason is ethical and health issues which the
customers of meat are moving to vegetables more in their diet.
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CHAPTER 3: RESEARCH METHODOLOGY
3.1 INTRODUCTION:
A research method can be defined as the measures or the guidelines that are followed by
for carrying out the research process in most precise manner. For the present research effective
research methods will be taken in considerations by the researcher which will help in proper
assessment of details related to veganism and growth of vegan restaurant in London. These
research will help the data analyst to identify and explore the measures related to establishment
of good services and gaining a good market share by vegan restaurants. It also helps in
improving the knowledge and understanding related to growth measures which are been taken by
vegan restaurants. The researcher and management of Mildred’s restaurant will look after the
effective planning and setting up of proper investigation process to evaluate the rate and reason
of growth of Vegan restaurant in London. The effective and suitable data assessment and
evaluation measures that are been carried out by the researcher will help in improving the
understanding of researcher related to growth and development of vegan restaurants in London.
3.2 RESEARCH PHILOSOPHY:
Effective research philosophy will be taken in consideration by the organisation which
will help in setting up of data assessment and research process in an effective and significant
manner. There are three types of research philosophy: Interpretivism, positivism and realism.
The Interpretivism research philosophy will lay emphasis on the proper interpretation of different
elements related to research process. It will help in improving the knowledge, conscientiousness
and meaning that the research process or the title. It is based on the qualitative analysis of data
and information and involves the factors related to human interest (Moore and Del Biondo,
2016). It focuses on the generation of meaningful data which will lead to gaining of suitable
knowledge, insight or output related to data assessment process. In contradiction to this, in the
positivism research, the data evaluation and interpretation is based on the findings and research
of the factual information that is gained by a researcher. The research measures and operations
that are been carried out are measurable, visible and quantified easily. As its is not based on
assumption unlike to interpretivism, accessing the data in most precise manner through a factual
source can be a tedious task. On the other hand, realism philosophy is carried out in order to
carry out complex research and data analysis and assessment process and is rarely used by
researchers.
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For the preset research process by data analyst at Mildreds restaurant, the Interpretivism
research philosophy is been chosen out. The selected research philosophy will help in improving
the quality of data assessment and evaluation process which will help in carrying out of
evaluation measures and develop a better understanding regarding the research topic of analysis
of growth factors of vegan restaurants and the significant factors that are been carried out by the
researcher or data analyst.
3.3 RESEARCH TYPE:
The researcher will undertake the effective research types which will help in proper
planning of the data assessment measures which will be carried out by the researcher. Thus, it
leads to carrying out of research process which supports a good rise in knowledge regarding the
factors related to growth of vegan restaurants and veganism in London. There are usually two
types of research type: Qualitative and Quantitative research. The qualitative research will look
after the proper planning of the services which will help in handling of evaluation of non
numeric data or facts that are present in the form of frequencies or occurrence. It supports setting
up of a good evaluation process of coinciding data and based on the frequencies or recurring of a
data item that will help in proper assessment of the trends or priority of the respondents or
elements assessment measures. On the other hand, quantitative data is based on the rational and
critical assessment based on one track thinking. It involves the calculation of frequencies of
different variables and the difference between them. It is carried out on the basis of an hypothesis
set in the initial phase of research process.
For the present data evaluation and assessment measures which are carried out for the
identification of the growth of Vegan restaurant in London, Qualitative type of research process
is been selected. It helps in improving the understanding and assessment measures which are
been carried out by researcher to identify the growth measures observed by vegan restaurant ion
London. This will guide the researcher to identify the factors affecting the research related to
monitor growth of Vegan restaurant in London.
3.4 RESEARCH APPROACH:
After research type is been selected by the researcher, effective data approach is selected.
The research approach is the main method or section of research process that will help in
carrying out the research process. The suitable selection of research approach will lead to placing
up of proper guidelines related to the data assessment and evaluation process (Dewan, 2017).
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There are three types of research approaches: deductive, inductive and abductive research
approach. The deductive approach includes the process of deducing the proper ideas and
hypothesis on a basis of existing finding or theory, leading to evaluation measures which are
taken in consideration by the researcher. On the other hand, inductive research approach includes
effective assessment or observation of known data resources or reasoning, It is completely based
on the explanation or theories which are been carried out at the work place. In contradiction to
this, Abductive research approach involves the suitable planning of service measures and which
will lead to carrying out of data assessment and evaluation process. However, it lacks proper
clarity and preciseness related to setting up of research process related to the hypothesis and is
used to carry out the analysis that are not met by inductive or deductive approach of research
(SEITZ and LEHMANN, 2016).
For the present research process that is been carried out for the assessment of growth of
vegan restaurants in London, deductive approach of research is chosen. It will help in setting up
of proper data analysis measures which will help in improving the quality and effectiveness of
research process carried out by data analyst. It also supports the proper setting up of a hypothesis
which will help in carrying out of data evaluation process related to growth of veganism and
number of vegan restaurants in London.
3.5 SAMPLING:
A suitable data sampling measures can be carried out by researcher to evaluate the extent
of research process that is been observed by the researcher. An effective data sampling is
required to be chosen which will help in setting up of suitable framework and allocation of
resources which are taken in consideration by data analyst. It is also essential to carry out the
research process by determining the population or number of respondents that are analysed for
getting the suitable amount of data. There are basically two types of data sampling process:
Probabilistic sampling and Non probabilistic data sampling (O'Riordan and Stoll-Kleemann,
2015). The probabilistic data sampling includes random data sampling approach which is based
on the effective probability or assumption measures. The participants have the non zero chances
to be getting involved within the data assessment process which are carried out by the data
analyst to carry out the research process. As the respondents or target participants are selected
randomly the output can be based on the collective perception or mindsets of the participants. On
the other hand, the non probabilistic measures includes the precise data sample size that is been
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targeted to carry out the research process. In this approach of sampling process, not all members
of the sample size are involved in the evaluation process. It is been followed in the case where
the probability based random data sampling is not completely feasible. The selection of the
respondent or participant is been carried out on the basis of time and cost constraints of the
organisation. Besides this, the personal selection by researcher also plays a crucial role.
For the current data assessment and evaluation process that is been carried out at
Mildred's restaurant in order to evaluate the growth measures observed by practitioners of
veganism and vegan restaurants in London, the researcher has chosen probabilistic data
assessment process that includes the simple random data sampling approach to carry out research
process (DuBreck and et.al., 2019). It will help in carrying out of the research process and
assessment related to the growing trends of vegan restaurant in London. These sampling
measures will help in analysing the data in most suitable and effective manner. About 20
employees of the restaurant are chosen as respondent to participate in research process.
3.6 DATA COLLECTION
Data collection measures will help in suitable rise in functions supporting significant rise
in research or data assessment operations followed by the organisation. Suitable collection of
data will lead to significant access to the mind set and idea of people regarding the service
measures which are undertaken in consideration by researcher (Kraak, 2018). There are majorly
two types of data collection measures: Primary data collection and secondary data collection.
The primary data collection measures which are undertaken in consideration by the researcher to
analyse the data by the means of surveys, interviews, analysis of perception, evaluating the
outcomes gained from the mathematical calculations to a significant manner. The primary
research leads to a suitable rise in knowledge and understanding of researcher to carry out the
research process and analysis measures. The primary research can be qualitative or quantitative
in nature based on the research philosophy and type of data that is required to be analysed for the
research purpose. The qualitative research will include the non numeric and human based data
collection. While, on the other hand, the quantitative research will include the strategic
regression including the mode, mean and median establishing the evaluation process for numeric
data. Secondary data collection measures involves the assessment of the data sources like book,
journals, newspaper and articles which are undertaken in consideration by researcher for a
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significant growth and development measures which are followed by the firm (Lee and Moon,
2018.).
For the present research process that is been carried out by the researcher to analyse the
impact of growth measures that are observed by vegan restaurants in London, Primary data
collection measure including the qualitative analysis is been applied. The data will be collected
by the means of a close ended questionnaire which will help in improving the knowledge and
perception of researcher towards the number of vegan restaurants in London. This will help in
proper assessment and evaluation measures which are undertaken by researcher for the data
evaluation and assessment purpose.
3.7 DATA ANALYSIS:
Significant data analysis will be carried out and placed by the organisation that will help
in proper assessment measures which are undertaken by the researcher. As the data that is been
collected is a representation of people’s or respondents perception towards a topic or research
objective, its analysis is necessary. It supports the proper planning of the data assessment process
of the organisation (Domke, 2018). There are majorly two types of data analysis measures that
are taken in consideration: Exploratory and descriptive data analysis. The exploratory research
which is been carried out by the organisation. It includes the significant exploration of the data
measures and operations which will help in suitable planning of operations. On the other hand,
the descriptive data analysis will include the setting up of the proper description of the
assessment process which is been carried out by the organisation. It helps the researcher to
effectively obtain the desired outcomes and improve the knowledge and understanding of the
data analyst.
The present report carried at Midred’s Restaurant for the assessment of growth observed
by Vegan restaurant in London, the descriptive data analysis covering the thematic analysis
measure. It is been carried out in a significant manner for the suitable planning of action plan.
This will also help in suitable management and presentation of the outputs that are obtained by
the researcher will help in significant rise in carrying out of operations which are carried out to
gain suitable output from the research process related to growth of vegan restaurant in London.
14

3.8 ETHICAL CONSIDERATION:
The ethical consideration measures which are carried out by the firm will help in suitable
handling of the growth measures which are followed by researcher. Some ethical considerations
like taking proper consent from the respondents for the research and data assessment process
within London. The consent of respondents is essential for the purpose of carrying out the
research process which will assist in effectively carry out the research process. This will help in
effective execution of data assessment and evaluation measure. Other than this, the significant
carrying out of the research process and storing the data is a major challenge that is required to
be looked after by the organisation. The suitable and significant carrying out of the research
process that is been observed by the organisation that will help in significant planning of ethics
while carrying out of the data assessment process. The appropriate and secure handling or storing
of data is necessary in order to carry out the data evaluation process (Moore and Del Biondo,
2016).
Other than this, maintaining the privacy and personal space of the respondents is also a
major challenge which is carried out within the organisation. Suitable accessibility and referring
of data in future is also required to be looked after which will assist in carrying out of research
process and assessment of the operations. Other than this, in specific cases, the respondents can
be informed and made aware about the outputs that are received by the researcher. This will not
only improve the quality of research process but also increases their trust level and understanding
towards the researcher. This will help in improving the effectiveness of research process and
assessment measures which are carried out by the researcher to gain a proper assessment of the
growth factors leading to increase in number of Vegan restaurants and food service providers in
London. It will also help in spreading awareness and knowledge about veganism.
3.9 RELIABILITY AND VALIDITY:
The researcher will also look after the proper establishing of the reliable data source and
information which will help other researchers and data analysts to carry out the data assessment
and evaluation measures. Rise in the reliability of the operations is also important for the
evaluation measures which will help in significant rise in operations which will help in suitable
rise in interaction and connectivity with respondents and developing a good understanding
regarding the growth of Vegan restaurant within London (Dewan, 2017). Besides this, researcher
will see through ensuring the validity of gained data or information which will help in significant
15

growth of organisation. This will improve efficiency of research process. The growth in the
ethics and setting up of proper guidelines will help in establishing the growth measures which
will help in effective establishing of vegan restaurants in London. This will help in simulating
the efficient measures related to rise in the effectiveness of the data assessment process. All this
measures will help in proper rise of the trust level and effective planning of action plan which
can be followed to carry out the measures to establish vegan restaurant within London.
16

CHAPTER 4: DATA ANALYSIS
Name:
Designation:
Mobile No:
Q 1 How much do You Know about vegan diet?
 Little
 Quite a lot
 Nothing
Q 2 Do you prefer Vegan diet over Non Vegetarian and Dairy based vegetarian food?
 Yes
 No
 Not sure
Q 3 How often do customers coming to Mildred's Vegan Restaurant?
 Once a week
 2-3 times a week
 Alternate days
 On Daily basis
Q 4 What according to you is the factor behind rise in Veganism and Vegan diet?
 Allergies
 Health reason
 Conscientiousness and animal welfare
 Religion
 Other
Q 5 What age group of people mostly prefer to eat vegan food?
 Below 25 years
 25 to 35 years
 35 to 50 years
 Above 50 years
Q 6 Has there been rise in growth of veganism and vegan restaurants?
 Yes
17

 No
 May be
Q 7 Are the vegan restaurants like Mildred' s able to cater their customer needs in an effective
way?
 Yes
 No
 May be
Q 8 What is the major advantage faced by vegan restaurants like Mildred's in London?
 Rise in revenue
 getting a sustainable customer base
 Improve in quality and variety of dishes
 Other benefits
Q 9 Do you think that veganism will help in your restaurant to sustain for long term?
 Yes
 No
 May be
Q 10 What factors might affect the growth of vegan restaurants in UK?
 Cultural ethics and beliefs
 Change in trends
 Rise in awareness about animal rights
 Other
Q 11 Do you think that Mildred's restaurant will be able to compete in competitive market of
London?
 Yes
 No
 May be
18

Q12 Do you think that due to entry of new vegan restaurants has boosted market growth in UK?
 Yes
 No
 May be
Any reviews
------------------------------------------------------------------------------------------------------------------
Theme 1: Knowledge of Vegan diet and veganism
Q 1 How much do You Know about vegan diet? Frequency
Little 10
Quite a lot 6
Nothing 4
Total 20
19
Little
Quite a lot
Nothing

Interpretation: A research process is been carried out at the vegan restaurant that will help in
proper assessment of the growth factors that are affecting number of Vegan restaurant in
London. For this the researcher has chosen 20 employees as respondents, out of which 10
participants said that they are less aware about vegan diet and veganism. On the other hand, 6
participants said that well aware and knowledgeable about vegan diet and veganism in UK while
the remaining 4 respondents said that they are not aware of the practices of vegan diet and
veganisam. Hence, on the basis of the interpretation, this can be said that the employees are
aware about vegan diet and veganism.
Theme 2: Preference for the vegan food over non vegetarian and dairy based products.
Q 2 Do you prefer Vegan diet over Non Vegetarian and Dairy based
vegetarian food? Frequency
Yes 12
No 6
Not sure 2
Total 20
20

Interpretation: As the research process is been carried out by Mildred's Vegan restaurant for the
evaluation of the growth that is been observed by vegan restaurants in London. For this purpose,
20 respondents assembled to carry out effective research process. Among the 20, 12 preferred the
vegan diet over non vegetarian and dairy based vegetarian diet. On the other hand, 6 respondents
favored the use of non veg food. While, the other 2 participants were not sure about their food
priority. Hence, this indicates that majority of the respondents that have participated in the
research prefer vegan food over the other dietary preferences.
Theme 3: Frequency of customers on a vegan restaurant.
Q 3 How often do customers coming to Mildred's Vegan Restaurant? Frequency
Once a week 2
2-3 times a week 8
Alternate days 6
On Daily basis 4
Total 20
21
Yes No Not sure
0
2
4
6
8
10
12
Frequency

Interpretation: As the research process is been carried out by the Mildred's vegan restaurants
for the evaluation of growth of vegan restaurant in London city. Out of 20 employees of the firm
that participated in the research process, 2 said that the customer prefer to come once a week to
the restaurant. On the other hand, 8 respondents said that the customers prefer to visit a vegan
restaurant for about 2-3 times and week. 6 respondents said that customers come on alternate
days to the restaurant while, 4 participants said that the customers prefer vegan food from their
restaurant on daily basis. This indicates that the majority of customers prefer vegan food on a
regular and frequent basis.
Theme 4: Factors behind rise of veganism and vegan restaurant in London.
Q 4 What according to you is the factor behind rise in Veganism and
Vegan diet? Frequency
Allergies 2
Health reason 2
22
Once a week 2-3 times a week Alternate days On Daily basis
0
1
2
3
4
5
6
7
8
9
Frequency

Conscientiousness and animal welfare 10
Religion 4
Other 2
Total 20
Interpretation: In order to identify the growth of vegan restaurant in London, an effective
research is taken in consideration. As 20 participants participated within the research process that
is been taken in consideration by the organization. Out of 20 participants, 2 respondents said that
they undertook vegan diet due to allergies to dairy and poultry products. Other 2 respondents
said that they prefer vegan diet due to health reason. Majority of participants i.e. 10 respondents
said that they adopted vegan diet due to conscientiousness and animal welfare. 4 participants said
that they are vegan due to religious practices that they follow. On the other hand, remaining 2
respondents said that they have other reasons behind going for vegan diet. This indicates that the
rise in animal welfare and understanding is a major factor for the growth of vegan diet in
London.
Theme 5: Age group of customer at Mildred's vegan restaurant.
23
Allergies
Health reason
Conscientiousness and animal
welfare
Religion
Other

Q 5 What age group of people mostly prefer to eat vegan food? Frequency
Below 25 years 5
25 to 35 years 7
35 to 50 years 6
Above 50 years 4
Total 20
Interpretation: As a research process that is been taken in consideration by Mildred's restaurant
for the growth of vegan diet, this can be said that about 20 respondents participated in a data
assessment and evaluation process, 5 participants that the people below age of 25 years are the
major customer base for vegan diet. On the other hand, 7 respondents said that the customer are
between the age of 25 to 35 are major consumer of vegan diet. 6 respondents feels that the
people between the age of 35 to 50 creates the customer base of vegan food in London while 4
respondents said that the customers for vegan diet are above 50 years of age. This outcome
indicates that the majority of customers for vegan food are from younger age group.
24
Below 25 years
25 to 35 years
35 to 50 years
Above 50 years
0 1 2 3 4 5 6 7
Frequency

Theme 6: Positive response that is observed by the organization in a significant manner.
Q 6 Has there been rise in growth of veganism and vegan restaurants? Frequency
Yes 10
No 6
May be 4
Total 20
Interpretation: As the research process that are taken in consideration by organization for the
evaluation of growth of vegan restaurants in London, this has been found that as 20 respondents
participated in the research process for the evaluation of growth of veganism and vegan diet in
London. Form the data assessment this is been observed that half of the respondents i.e. 10
participants believe that there has been a growth of veganism and vegan diet in London.
However, 6 respondents denied to this fact while the remaining said that they are not sure about
it. This indicated that the vegan restaurants have seen a positive rise in London.
25
Yes No May be
0
1
2
3
4
5
6
7
8
9
10
Frequency

Theme 7: Catering the customers needs by vegan restaurants.
Q 7 Are the vegan restaurants like Mildred' s able to cater their customer
needs in an effective way?
Frequancy
Yes 11
No 6
May be 3
Total 20
Interpretation: As a research process is carried out by the researcher to evaluate the growth rate
of vegan restaurant in London. This will include about 20 employees of the selected vegan
restaurant firm which will help in improving the mindset and idea about the extent of operations
which are carried out by the organization. Among the 20 respondents, 11 said that the vegan
restaurants are effectively able to cater the food requirements and needs of their customers on a
significant level. However, 6 respondents denied to this fact and remaining 3 were not sure
about it. Hence, from the effective interpretation and evaluation measures which are undertaken
26
Yes No May be
0
2
4
6
8
10
12
Frequancy

this can be said that the vegan restaurants are able to cater and meet their consumers needs and
demands.
Theme 8:
Major advantages that are faced by vegan restaurants in London.
Q 8 What is the major advantage faced by vegan restaurants like Mildred's
in London?
Frequency
Rise in revenue 4
getting a sustainable customer base 7
Improve in quality and variety of dishes 5
Other benefits 4
Total 20
27
Rise in revenue
getting a sustainable customer
base
Improve in quality and variety
of dishes
Other benefits

Interpretation: On the basis of the effective evaluation and data assessment measures which are
carried out to analyze the growth of vegan restaurants in London, this is been found that among
the 20 respondents participating in research, 4 said that vegan restaurant will have a rise in its
revenue generation. 7 respondents favored the fact that it will help in will get the company a
sustainable customer base. 5 participants favored the fact that it will help in improving quality
and variety of dishes which are offered by the selected restaurant while, 4 respondents had other
benefits due to veganism in London. This indicates that the setting up of suitable vegan
restaurant is beneficial in London as it is susceptible to gain significant growth rate.
Theme 9: Getting long term sustainability using Vegan diet and veganism.
Q 9 Do you think that veganism will help in your restaurant to sustain for long
term?
Frequency
Yes 14
No 5
May be 1
Total 20
28

Interpretation: On the basis of the research process that is been carried out by Midreds vegan
restaurant for the analysis of growth of vegan restaurant in London. About 20 respondents
participated within the research process that indicates that about 14 respondents feel that the
incorporation of veganism and vegan diet in the restaurants will influence the sustainability of
organization on a significant basis. Other than this, 5 respondents denied to this fact while 1
participant was not sure about it. This indicates that the assimilation of veganism and practices
related to vegan diet will contribute the organizations' sustainability on a longer term.
Theme 10: Factors affecting the growth of vegan restaurants in London.
Q 10 What factors might affect the growth of vegan restaurants in UK? Frequency
Cultural ethics and beliefs 9
Change in trends 5
29
Yes
No
May be

Rise in awareness about animal rights 5
Other 1
Total 20
Interpretation: As the research practices that is been carried out by the organization which are
undertaken by the Miderd's vegan restaurant to evaluate various factors influencing the growth of
vegan restaurants in London. For this purpose, about 20 employees of the restaurant participated
in research process. Among them 9 participants believe that cultural ethics and beliefs are the
major factor to increase veganism and vegan diet practices in London. On the other hand, 5
respondents supported the fact of change in trends for growth of veganism. 5 respondents
preferred the rise in awareness of animal rights for the rise in veganism while 1 participant cited
other reason for the growth of vegan practices in London. Hence, this can be said that there are
variety of factors affecting following and incorporation of vegan diet in London.
Theme 11: Competing in competitive market of London
30
Cultural ethics and beliefs
Change in trends
Rise in awareness about animal rights
Other
Total
0 5 10 15 20 25
Frequency

Q 11 Do you think that Mildred's restaurant will be able to compete in
competitive market of London?
Frequency
Yes 15
No 3
May be 2
Total 20
Interpretation: As an effective and suitable research is been carried out by the organization in a
significant manner to identify the growth of vegan restaurants in London. Out of 20 respondents
that have participated within the data assessment process, 15 favored the fact that the selected
vegan restaurants will be able to compete in competitive market of UK. On the other hand, 3
respondents denied to this fact while remaining two participants were not sure about it. Hence,
this indicates that the vegan restaurants that are operating in London are able to cope up with the
extensive competition in the market.
Theme 12: Boost in growth of vegan restaurant in London
Q12 Do you think that due to entry of new vegan restaurants has boosted market Frequency
31
Yes
No
May be
Total

growth in UK?
Yes 10
No 6
May be 4
Total 20
Interpretation: As the research process was carried out for the evaluation of the growth
observed by vegan restaurants in London, this can be said that among the 20 respondents
participating in the research process, 10 favored the fact that due to entry of vegan restaurants in
London, the market growth has been boosted. However, 6 participants denied and disagreed to
this fact and remaining 4 respondents were not sure about it. This will help in suitable rise of
number of vegan restaurants in London.
32
Yes No May be Total
0
2
4
6
8
10
12
14
16
18
20
Frequency

CHAPTER 5: DISCUSSION
On the basis of the effective research process that has been undertaken and primary
research that can be followed at Mildred's vegan Restaurant for the effective growth of the
veganism and number of vegan restaurants in London. The effective analysis that is carried out
indicates that proper planning of the veganism operations supporting suitable rise in activities
and operations helping in significant rise in practices related to veganism in London City. As
with the passage of time and increasing the knowledge and awareness of people about the animal
welfare and health benefits laid by vegan diet, practices of consuming vegan diet has increased in
London. This has created a positive and significant environment for the vegan restaurant to
observe and have a positive and suitable growth. This is suitable in planning of the service
measures in suitable rise in number of vegan restaurants in London. As the research process
indicates that the suitable arrangement and promotion of vegan diet practices in UK will
influence setting up a vegan restaurant.
The restaurants and vegan food provider enterprises like Mildred's will see through
effective planning of discussion measures which will help in proper evaluation of practices and
thus, supports a suitable increase in number of vegan restaurants. The research or data
assessment process which is been carried out by the researcher indicates that the employees
which have participated in the research process are significantly aware about the measures
related to veganism and vegan diet. Majority of them are practitioner of vegan diet by
themselves. This indicates that the scope of growth of vegan restaurants and having a god
sustainability is relatively high. From the research, it is also found that there are a wide range of
reasons behind the growth and development of veganism and vegan restaurants in London.
Attributes like allergies, health concerns, conscientiousness towards animal welfare and practices
and other reasons are certain factors which will help in relative establishing of vegan restaurant
in UK and a relative rise in their number. Other than this, the data analysis also showcased that
majority of customers of vegan restaurants and consumers of vegan diet are a regular user of
vegan diet with a consistent frequency. This indicates the positive rise in number of vegan
restaurant in London.
The primary research process that is taken in consideration by the researcher also
indicates that majority of the customers of vegan restaurant are the young and adult practitioner
of vegan diet that have an age above 25 years to 50 years. Besides this, the number of vegan diet
33

followers has increased in recent time which is a positive response for the vegan restaurants that
are operating in London. Other than this, the incorporation of veganism and a rise of vegan diet
practices will provide the restaurant a long term sustainability which will help in proper and
significant numbers of vegan restaurants in London. This will help in suitable rise in numbers of
vegan restaurants and their establishing within the city. The effectiveness of catering the
customer needs and suitable assessment of the measures which are undertaken by a Vegan
restaurants like Mildred's is been carried out which will help in significant understanding of the
researcher. Besides this, the evaluation will also develop suitable understanding of the measures
which are carried out by vegan restaurants in order to cater the people with vegan diet. Other
than this, the researcher will see through different sort of advantages which are accessed by a
vegan restaurant like Mildred's. The various advantages like rise in revenue, improving the
quality and variety of dishes or food products or getting a sustainability of customer base etc
which is observed and gained by a researcher.
34

CHAPTER 6: CONCLUSION AND RECOMMENDATION
CONCLUSION
Based on the effective analysis that is been carried out by the organization, this can be
said that the proper planning of the research process that is been carried out within the
organization, this can be said that in the recent time, there has been a significant rise in the
practices related to veganism and vegan diet. This has led to a significant rise in number of vegan
restaurant in London. The effective data assessment and evaluation process is carried out that
will affect the establishing and setting up of the growth measures of vegan restaurant in UK.
Suitable assessment of literature is presented that will lead to growth of number of vegan
restaurants in London and developing a proper understanding regarding the vegan restaurant and
practices of veganism. Other than this, significant research methods and practices are undertaken
by the organization that will help in proper evaluation of the data assessment measures which is
taken in consideration by the researcher. Suitable selection of the research philosophy, research
type, approaches data collection and analysis methods which will help in significant rise in
operations which will help in improving the efficiency of data assessment and research process
related to growth of vegan restaurant in London city.
On the other hand, this report will lay a proper and effective focus on the wide range of
reasons and factors that will promote the practices related to veganism in London. The impact
laid by the vegan diet and the positive responses from the customers that are received by vegan
restaurants will help in significant rise in functionalities of the organization on a suitable way.
The effective data assessment which is carried out by the organization and suitable measures
which indicates that the practices followed and the measures which are undertaken in
consideration by the researcher to have a significant influence on the operations which are
carried by a vegan restaurant for a suitable and significant growth in London. All these practices
and growth measures which are undertaken by a data analyst to identify extent of growth
obtained by vegan restaurants in London. Effective analysis of factors and reason which
contributes to growth of a vegan restaurant are undertaken. Besides this, the long term
implications of the veganism and following of a vegan diet on the sustainability of vegan
restaurants and food service providers is carried out.
The data analysis indicates that majority of the people practicing veganism are young and
are effectively consistent on a vegan restaurant. Even the respondents participating in the data
35

assessment and evaluation process have also preferred veganism as their diet. This showcases the
effectiveness of vegan restaurants that are operating in London. The rise in practitioners of vegan
diet has created a customer base for this vegan restaurants, contributing to their increase in
number. Other than this, the rise in preference of vegan restaurant and veganism by the
respondents is also a positive indication that will contribute to a significant rise in number of
vegan restaurants in UK.
RECOMMENDATION
However, in order to have a significant rise in the effectiveness of the vegan restaurant
and observing a suitable growth of vegan restaurants in London certain recommendations can be
followed and observed by the enterprise which will help in suitable rise in the factors and
operational growth of the vegan restaurants in London. Some major recommendations that can
be followed by the organisation are:
 Increasing the variety of vegan dishes offered by restaurants: The vegan restaurants
like Mildred's will see through the increasing in their menu and expanding the number of
dishes that are offered by vegan restaurants to their customers.
 Carrying out suitable promotional practices: suitable increase in the awareness of
people about veganism, vegan diet and vegan restaurants can be observed which will
help in enhancing the overall performance and effectiveness of vegan restaurant. Other
than this, it will help in improving the recognition of vegan restaurant in London.
36

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37