Darlinghurst Fresh Farm: Feasibility Study of a Vegan Restaurant

This report presents a feasibility study for the establishment of "The Fresh Farm," a sustainable vegan restaurant in Darlinghurst. The study investigates the market viability, consumer perception, and the business concept of a 100% sustainable restaurant. It explores research questions regarding market viability in the Darlinghurst region, the concept of a sustainable restaurant, and consumer perceptions of the proposed restaurant. The report includes a literature review covering sustainable restaurant development, risks and opportunities, market research on food trends, veganism, and vertical farming. The research design outlines the sample size, ethical considerations, and data collection methods. The report aims to provide a comprehensive analysis of the potential success of a sustainable vegan restaurant based on current market trends and consumer preferences. The report also includes a detailed list of references.

FEASIBILITY STUDY OF
THE FRESH FARM: A
SUSTAINABLE VEGAN
RESTAURANT.
Aline Siqueira de Paulo
ID: 22450881

Introduction
 The rise of the vegan people in the nation of Australia has
facilitated the rise of this particular restaurant (Grupta 2012)
 The dependence of the restaurant on the organic products will
be much appreciated (Hall and Gössling 2013).
Darlinghurst
region in New
South Wales.
vegan, organic and
fresh local food in
an innovative way.
Vertical
farming
THE FRESH
FARM
Capacity
of 30
seating.

Research problem
 Market stability are the primary requirement of a
new start-up business organizations Bobbit
2012).
 The limited amount of capital makes it important
for the new start-up business organizations to
develop a clear business concept before starting
(Bobbit 2012)
 Feasibility to start a profitable sustainable vegan
restaurant in Darlinghurst (Bobbit 2012)

Research aim
 To investigate the market feasibility of opening a
sustainable vegan restaurant, The Farm Fresh, in
Darlinghurst region.
 To define a 100% sustainable restaurant business
concept.
 To understand and measure consumer perception
regarding proposed product and service.

Research questions
RQ1: What is the market Viability of opening a sustainable restaurant in
Darlinghurst region?
RQ3: What are consumer perceptions of the proposed sustainable
restaurant?
RQ2: What is the concept of a 100% sustainable restaurant?

Conceptual map:
Feasibility of a
Sustainable
restaurant
Sustainable
restaurant Business
concept
The tree dimensions
of sustainable
hospitality
Internal and external
environment
Food trends
Risks and
opportunities
Consumer
Perception

Literature review:
Sustainable restaurant development
“This is a type of restaurant puts
measures in place to ensure that there
is minimal waste production, preparing
and selling healthy organic foods and
through other ways like energy
conservation, greener lighting,
architectural design and much more”
- Bobbitt (2012)
The three
dimensions of
sustainable
hospitality
Economic Social Environmental

Sustainable restaurants
Risks
• The skepticism of the vegan customers is
very high in comparison to the other
customers (Huston and Jadevicius
2014).
• The restaurants need to undergo verification
process to make the customers believe that
they offer quality food products (Huston
and Jadevicius 2014).
Opportunities
• The growing demand for vegan food will
act as a boost for the restaurants (Kibert
2016).
• The increase in the number of customers is
likely to act as a booster to the industry
(Kibert 2016).
• The food products are cheaper in
comparison to the other food items (Kibert
2016).
• The cultivation of the food products does
not require any land or adequate climatic
conditions (Kibert 2016).

Market research on food trends
“statistics show a promising future for sustainable
restaurants. First, 85% of Australians are striving
to buy healthy food”.
“Australians spend $89 on home deliveries and
$377 on buying groceries per month” Hogan (2017)
 The rise of many diseases like AIDS and
Cancer are forcing the people to shift to
vegetarian and healthy diets (Hogan
2017).

Veganism and Vertical Farming
 Depend on the technique of hydroponics.
 Commonly done in areas where the arable land is not
enough for the process of agriculture (Hackett 2018)
“this is a Vertical Farming method which involves
growing foodstuff in layers that are vertically
stacked”
- Rouse (2018).
 Hackett (2018) define Veganism as a lifestyle whereby a
person avoids all types of food derived from animals such as
meat, dairy products, eggs and any other food processed using
animal products.
 Veganism is on the rise among the many people of the world
(Hackett 2018).

Customer perception
 The changes in the eating habits of the
Australian people much favor these
restaurants (Grupta, 2012).
 The customers often view sustainable
restaurants as the places which provide
healthy and organic food (Grupta, 2012).

Research design
Exploratory and Descriptive
Approach
MixedMethod
Qualitative and QuantitativeDesign
• Phase 1: Qualitative research based on document review on industry
journals and past studies.
• Phase 2: Quantitative survey Document review in published market
research to getter secondary data and the use of Likert Scale Surveys.