MOD003463 - Honest Burgers: Adapting to the Vegan Revolution

This report provides an analysis of Honest Burgers, a small restaurant chain in the UK, and its strategic response to the growing vegan movement. It examines the challenges and opportunities presented by changing consumer preferences and the increasing popularity of plant-based diets. The report utilizes PESTLE analysis to assess the social and environmental factors impacting the business, along with Porter's generic strategies to explore potential competitive advantages. It identifies strategic issues such as adapting to changing food trends and implementing effective change management practices. The report concludes with recommendations for Honest Burgers to address these challenges, including diversifying menu options, embracing sustainable practices, and effectively communicating their brand values. This analysis aims to provide insights into how Honest Burgers can navigate the vegan revolution and maintain its position in the competitive fast-food market, emphasizing the need for strategic adaptation and innovation to meet evolving consumer demands.

Change management
(Honest Burgers)

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................4
Presentation of data......................................................................................................................4
PESTLE analysis(Social).............................................................................................................5
PESTLE environmental...............................................................................................................6
Porter’s generic strategies............................................................................................................7
Strategic issues.............................................................................................................................8
Challenges ...................................................................................................................................9
Solutions of the problem .............................................................................................................9
Implementation..........................................................................................................................11
RECOMMENDATIONS...............................................................................................................13
CONCLUSION .............................................................................................................................15
REFERENCES .............................................................................................................................16

INTRODUCTION
Business management is considered as key approach in maintaining optimum level of
operations in a business entity (Al-Ali, Singh, and Sohal, 2017). In the era of stiff competition
between companies, it is essential for a business entity to focus on development of key factors
related to a business. It is also one of the major roles of a business to focus on development of
strategic approach in order to lead the marketplace. In this project there is a solution on
integrated case study related to the HONEST Burgers which is a tiny organisation based in
Brixton 2011. The founders of this restaurant are Phil and Tom who are trying to focus on
development of precise quality meat and potatoes with one of the finest London Butchers. The
Honest Burger is always a favourite destination for local beef and with great cooking standards.
The report includes a brief analysis on how the company is trying to change at the marketplace
with change in contemporary business environment. This project will also cover analysis of
Porter’s generic strategies model. Overall this project will analyse how the company can develop
change based practices and gain competitive advantage.

MAIN BODY
Presentation of data
Change management is an essential part of a business which helps in increasing the
adaptability approach of a company. This type of management helps a company to focus on
increasing competitiveness of a company and also makes it ready to face the consequences and
challenges related to market. It is also one of the key approaches of a business like Honest
Burger to analyse importance of change management and develop operations according to the
contemporary business environment. In the marketplace of Brixton, there are various fast food
businesses which are giving stiff competition to Honest Burgers. The amount of meat which is
consumed by diet differs greatly across distinct societies and cultural factors. It is also one of the
key roles of a business to develop a different approach in activities and tasks to approach market
in a better way (Aldossari, Lines, and Sullivan, 2020). There is also a change in trends of
eating and people are now focusing on healthier food. The change related to vegan food is also
come into existence as more people are shifting towards it. It is also one of the key roles of a
business to focus on development of rules and policies to meet the current requirements. Honest
Burger should follow current marketing practices in order to develop an effective approach.
According to YouGov survey, the 36% population of United Kingdom is about to become Vegan
or eating plant based meals. The 8% of youth population also preferred to develop plant based
diet meals. The Health groups and government also claims that plant based diet is strongly
emphasized by dietary recommendations.
The current changes in food industry of United Kingdom focuses on development of
vegan are increasing since early 2012.

PESTLE analysis(Social)
In the era of stiff competition between different companies it is essential for a business to
perform PESTLE analysis. Honest Burgers should also adopt this strategy in order to develop
effective functions at the marketplace. If the social factors are taken into consideration, then the
society is shifting to vegan food rather than traditional food. It is also key role of a business to
focus on development of strategies to face the change. The people of UK are minimising their
meat consumption with the passage of time. Vegan diets are increasing at a rapid pace with
passage of time (Buschow, and Suhr, 2022). The eating habits of society are also changing with
the passage of time, which is a creating a major issue for the company. If the example of many
celebrities are taken into consideration, then celebrities like lewis Hamilton is standing as a good
example. Lewis Hamilton has gone completely vegan and the results he achieved are positive as
it created impact on energy level and overall health.
The famous fighter of UFC named Nate Diaz also beat the world famous meat eater on
the multimillion fight. It can be concluded that society is rapidly lowering down meat
consumption and they are shifting to vegan diets. If the social view point is taken into
consideration, the Honest Burgers needs to change their business strategies and other operations
according to demand of society.

PESTLE environmental
The higher level of meat consumption will definitely impacting on the environment as a
whole. If the analysis of environment is taken into consideration then emissions of gases like
Carbon Dioxide, nitrous dioxide and methane is impacting on environment. The climate change
is rapidly taking place and world resources institute is recommending that climate change
demands for food pattern based change (Doppelt, and McDonough, 2017) . According to World
resources institute based article, if the diffuse reduction in beef consumption is fundamental for
maintaining the rise in world temperature to 1.5 degree Celsius and could lead to destruction of
the climate.
The media is playing an important role in spreading more and more awareness related to
environmental aspects. The information and technology are also considered as major tool which
is playing a key role in increasing the mass awareness. Deforestation is also a major concern
which is demanding for lower consumption of meat products and to change new patterns of
eating. Rise in level of greenhouse gases is also creating a major impact on wildlife and on whole
ecology. The Bill gates also wrote a major book named”How to avoid a climate'''. In which he
has explained consequences of climate change and degradation of environment. Also the book
“should we eat meat?'' is one of the key piece of literature which is focusing on major
environmental problems. This book also suggests that” people should focus on rational way of

eating meat along with protein intake and raising a question Is there enough meet for every one.
Honest Burgers should focus on environment conservation and develop key plans and policies
according to the welfare of whole environment. Overall, The Honest Burgers should focus on the
way of rationale of eating meat and development of healthier ways to fulfil diet requirements of
people. If the Data from OECD-FAO Agricultural Outlook is taken into consideration, then 38
countries are involved in diving different groups which are mentioned below:
Porter’s generic strategies
The Porter’s generic strategy includes a major and precise development based approach
which is helpful in increasing the business strength. It is considered as universally adopted
approach which is beneficial in gaining desired success at the marketplace. In the recent times,
many famous companies in international and national marketplace focus on this approach to lead
the competition. Porter’s generic growth strategies include various elements which are helpful in
increasing a business approach towards the marketplace. All major companies including Honest
Burgers should focus on implementation of this approach to move ahead according to recent
trends (Faupel, and Süß, 2019). This is also one of the major roles of Honest Burgers to also
implement Porter’s Generic growth strategy in order to develop future planning and its
achievement in a set period of time. The different competitors of Honest Burgers are also
focusing on development of key strategies

which are perfect according to current market needs.
The value development in different companies is facilitated by Porter's generic strategies
and also planning framework to deal with the situation. Honest Burgers can definitely find out
key ways to develop Vegetarian diet based options in order to capture the marketplace. The key
competitors of Honest Burgers like Burger King and McDonald are now focusing on
development of different strategies like Impossible whooper and other vegan options. This can
become a major threat for the Honest Burgers and demand for a quick change in their strategies.
There is an urgent need of developing a major approach which is beneficial for meeting the
modern requirements for Honest Burgers. Honest Burgers is adopting the strategies by taking
into consideration key roles and advantages which are used by competitors like McDonald and
Honest Burgers. According to the article published in the year 2019, restaurants should focus on
creating more sustainable meals for customers. World resources industry has analysed Max
burgers which is a Scandinavian burger chain which implemented green Burger meal in the year
2016, faced major decline in sales from 87% to 60% in meat sales. The green burger meal has
faced an increase of total number of 18% which indicates the demand of plant based diet. By the
help of Porter generic strategy, Honest Burger should follow on developing Vegan products and
create a new trend in the marketplace. Use and application of Porter's generic growth strategy
helps a company to deliver key business practices which are necessary according to
contemporary business environment (Laszlo, 2018). The implementation of this model with
effective measures and steps can make a company more competitive at the marketplace. It is also
one of the major roles of management team of Hone
Strategic issues
Honest Burgers is facing different challenges and issues, which are impacting on its
functioning. It is also necessary for the company to evaluate and perform analysis of key issues
which are present in the market of UK. The Honest Burgers is facing issues related to change in
market and change in preferences of customers. It is compulsory for the company to adopt
change management in recent times to include focus on key operations which are important for
organisational development (Love, and Matthews, 2019). The Honest Burgers is also supposed
to develop a major approach in dealing with key consequences related to business development.
People of United Kingdom are shifting their diet on plant based approach and many people have
also become Vegan. The development of change based practices should be there in order to cope

up with market need. Change management in an effective manner is also a strategic issue.
Another strategic issue for the Honest Burgers is analysing future food trends in UK. This is also
one of the key role and responsibility of management of Honest Burgers to face the change in a
well defined manner. Many different competitors of Honest Burger are adopting strategies in
order to fix marketplace objectives and goals. The revenue of Honest Burgers should focus on
development of key competitive strategies which are required to resolve different strategic
issues.
Challenges
In order to lead the competition, it is essential for Honest Burgers to analyse all major
challenges and issues at the marketplace. The Honest Burgers should include development of a
focused strategy which is helpful in dealing with current marketplace challenges. People are
shifting to vegan food is one of the biggest challenge for Honest Burgers to develop focus at the
marketplace. Another major challenge for Honest Burgers is, people are now focusing on more
plant based diet. It is key responsibility of management to develop effective and strategic ways to
deal with the current situation of market. Major challenge for Honest Burgers will be to shift
from traditional meat eating operations to modern tools and techniques. In order to face
challenges of the marketplace, it is essential for Honest Burgers to focus on implementation of
strategy with full supervision and control (Nugroho, 2018). The introduction of Plant based diet
is also one of the major factors, which is to be considered by Honest Burgers to develop regular
practices. Taking care of environmental needs is also one of the key challenges which is faced by
Honest Burgers. All major competitors like Burger King and McDonald are also one of the major
challenges for the business. In order to develop operations according to the contemporary
business environment, it is essential for Honest Burgers to focus on key business parameters
which are important for business growth.
Honest Burgers should take care of environment and develop effective ways to deal with
current market situation. Also the change management according to current marketplace needs is
one of the major role of company to implement. The change management is essential to be dealt
with focus on key measures and steps that are helpful in making com
Solutions of the problem
Honest Burgers should immediately find solution of the problem to develop a major
systematic approach in market of United Kingdom. The company should put emphasis on change

management with help of focused and well developed approach for gaining desired success. The
Vegan and plant based diets are increasing in the country and Honest Burgers should focus on
providing key solutions to the problem. Honest burgers should go for the alternatives available
for meat, they should opt for meat alternatives. Baked watermelon is the best substitute available
and can be used in place of meat. They should try to build loyal customers and should go for
customer satisfaction as their primary and foremost objective. Honest burgers should take
responses from their customers, taking proper feedback and suggestions and thereafter, should
implement them as per their needs and wants. Honest burgers can opt the strategy of 'plant based
meat'. Plant based meat is the use of plants as meats and they are made to look, feel, and taste
like the original meat, though they are not. The concept of plant based meat should be
popularized on a large scale (Paro, and Gerolamo, 2017). Free samples can be provided to
encourage its use. In order to find optimum solutions of the problem, it is important for the
business entity to take strategic actions with the help of professional management to come up
with solutions. It is key role and responsibility of top level management to focus on key
objectives which are essential for overall development. The main solutions of the problems that
are faced by Honest Burgers are following:
 Plant based diet- According to the current market needs, it is essential for Honest
Burgers to provide options to different customers. Plant based diet should be followed by
Honest Burgers and provide more options to customers. The innovation should be also
developed by Honest Burgers in order to attract large number of customers. It is main
role of a company to analyse the importance of competition to focus on key functions and
different tasks.
 Vegan Products- The Vegan products are in current market trends and companies need
to focus on development of vegan products. Honest Burgers should hire professional
chefs in order to develop a major focused and effective approach. It is also essential role
of a business to focus on key objectives which are effective in development of Vegan
products.
 Protection of environment- It is important for the business to focus on protection of
environment and follow environmental policy of the government. The main role of a
business should be to focus on development of environmental areas. Meat consumption is
unethical in terms of killing of animals and use of their meat as food has resulted in the

creation of unbalanced ecological system. In the recent times, main focus of a company
should be on conservation of environment to develop future possibilities related to
sustainability.
 Innovation- The innovation is considered as an important aspect of business
development which includes bringing new ways of business development. Innovation in
different business operations can be bought up by a company in order to develop new
products (Pattanayak, Koilakuntla, and Punyatoya, 2017). These products can be helpful
for providing competitive advantage to a company. This is also one of the major of a
company to focus on development of new products in order to lead the marketplace. In
the corporate world, it is major role of a company to focus on key goals and objectives
which are essential for overall development. The main role of a company is to focus on
innovation process which is followed by operations management.
 Research and development department- It is main role of Honest Burgers to focus on
research and development department to develop effective measures. The research and
development department of Honest Burgers should develop market measures to
understand wants and needs of the customers. It is main role of a company to develop
effective measures which are helpful in focusing on research and development
department. Honest Burgers should focus on development of key approach which is
essential for increasing practices related to market coverage. It is crucial role of a
company to deliver best practices which are helpful in development of market research.
Implementation
Implementation of change management is essential to be performed with focus on key
practices related to business growth. This is also one of the major roles of a business to focus on
analysing key competitive factors to implement best business practices. Honest burgers should
go for advertisement and its popularization on a large scale, that will result in its growth and
development in future. The concept of plant based meat should gain popularity and should be
given more advertised in order to capture market. New and more kitchen departments should be
encouraged for more capturing (Roşca, 2020Simanová, and Stasiak-Betlejewska, 2018). Various
new places can be opened in different places as its branches or different units. More and more
people should be involved in its selling, advertising, production, marketing, this will create
employment in market, which will increase its human power that is its labour force, that will

directly or indirectly lead to increase in sales and profits. New management that is new teams,
new workforce should be included in all its functioning. Various collaborative activities with
different different companies, brands should be done to improve and grow. Digital technology
can be of great use. Various different digital platforms can be used for more capturing of market.
Online deliveries can also be taken in consideration to different places. Food on wheels concept
can be of great use to Honest burgers, they can use its strategy for more promotion and even
tasting of food can also be taken in consideration. New and new different management
techniques can be implemented for more capturing of market. More research can be done in
accordance with the competitor's pricing policy, their techniques, their values, policies ,
employment schemes and many more and can apply to our own organisation for betterment.
Various different surveys can be conducted for more information and knowledge of the market
conditions (Stair, and Reynolds, 2017). Online deliveries can be started. A little involvement of
employees can also be considered for the proper internal working and operating of Honest
burgers. In implementation, it is major role of a business to focus on development of control and
supervision for achievement of desired results.

RECOMMENDATIONS
It is very much crucial for Honest Burgers to adopt new practices in order to gain
effective edge in the marketplace. The Honest burger should follow different approaches in order
to lead the marketplace. Following are recommendations for Honest Burger which will help it
grow at the marketplace according to dynamic business environment and change management:
 Strategic planning- The strategic planning is considered as key approach which is
helpful in development of a planning framework for effectively increasing systematic
working of the company. It is also one of the major roles and responsibilities of Honest
Burgers to hire 2 professionally trained and skilled employees in strategic management to
develop focused approach. Strategic management helps a company to develop key
operations related to a business entity resulting in the overall growth and development of
an organisation(Vass, and Gustavsson, 2017). Also the companies at the marketplace
should take assistance of strategic planning for development of a change management
according to the market needs. All strategic management techniques like planning,
staffing, training, recruiting and all should be included accordingly and those all should
result in the overall achievement of goals and objectives and growth and development of
Honest burgers in the food industry.
 Food processing according to market trends- The Honest Burgers should shift their
operations according to market trends. This means a business entity should focus on
development of key goals and approaches which are beneficial for increasing profitability
and revenue. Market trends like Plant based diet and Vegan food should be provided to
customers in order to attract them. This is also one of the key roles of a business to focus
on development of a customer centric approach and fulfil their needs accordingly. Market
trends are essential to be followed in a precise manner to gain market success in a short
period of time. The latest trend of 'food on wheels' can be opted for more capturing of
market as it will involve opening of food trucks or vans to different different places and
then sales will be done. This will be a major turning point in Honest burgers history as it
will boost profits in large numbers and a great capture of market .
 Total quality management- Honest Burgers should follow the concept of total quality
management in order to develop precise products. The business entity should also give
instructions to food and beverages department to perform key operations related to food

production with increased stability. It is also one of the major role for Tom and Phil to
focus on providing vegan food products and plant based diet with great discount and
quality. Quality will be and has always been playing an important part in capturing and
attracting customers. Food being the basic need of humans, demands quality and taste
and this quality improvement or increase in quality structure should be the foremost
trademark of Honest burgers. Honest burgers should try to be the best in the terms of
quality.
 Information and technology- In the recent times, information and technology are two
major pillars which focus on development of a business. The Honest Burgers should use
digital technological tools like advanced computer systems and software in order to lead
the marketplace. It is essential for the business entity to focus on development of digital
technology tools to perform quick and accurate operations. The Honest Burgers should
also include application of customer relationship management software to maintain
effective relationship with customers (Yap, et. al. 2017). With the trends and growing
technology in the market, Honest burgers should keep them completely updated and
informational about each and every trend and technological updates going in market.
With the use of advance computers and software systems, digital use should be at a
higher level. With the digital involvement in Honest burgers, online deliveries should be
considered and with that their proper feedback and honest reviews should also be taken
care of.

CONCLUSION
From the above stated report it can be concluded that it is essential for a business to focus
on change management in order to lead the marketplace. This project concludes the importance
of strategic management and top level management in order to face the change. It is essential for
a business entity to also focus on conducting PESTLE and Porter’s five forces analysis in order
to lead the marketplace. This report concludes the role played by adopting different types of
change management models in order to lead the marketplace. This report also concludes the
effectiveness of various change management theory in order to develop and gain competency
edge at the marketplace.

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