Investigation on the Growth of Vegan Restaurants in London: Mildreds

This report investigates the significant growth of vegan restaurants in London, focusing on the factors driving this trend and the benefits of veganism for businesses. It explores the increasing popularity of vegan restaurants, analyzing the reasons behind their expansion and the growing demand for plant-based dining options. The study examines the rationale behind the rise in veganism, the impact of public awareness, and the role of restaurants like Mildreds in catering to this trend. The report covers the benefits of veganism, the business opportunities it presents, and the long-term sustainability of vegan restaurants. It also delves into the research methodology, data analysis, and findings related to the growth of vegan restaurants in London. The report concludes with recommendations for further development and the implications of veganism on the food service industry.

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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