Pro Veggie Fast Food Idea!

[ragdoll222]

Hi everyone,

I am a senior marketing/advertising major and fellow vegetarian, and I was wondering if I could run some ideas by everyone...

I am developing a semester long project for my ad design class, and my idea was for a vegetarian/vegan friendly fast food restaurant. I used to be a vegan, so I understand how frustrating it is trying to find something quick and easy that meets your standards when you're in a hurry. However, at the same time, I wanted it to be a very fun, tongue in chic kind of place. I know a lot of times health food stores/vegans and vegetarians in general have a bit of a bad reputation of being complete representations of the hippie stereotype and/or being very elitist and condescending. Therefore, I decided to name it Vicky's and give it a very fun, bad-ass kind of brand personality. The closest I can think of is Kat von D. My professor encouraged me to seek imput from other vegans/vegetarians, as none of my friends really share my values. Would you go to an establishment like this? What would be important to you for it to work? What wouldnt be important? Do you think i should change any aspect to make it more in line with the general vegetarian /vegan market? Any imput would be greately appreciated. Thank you so much for your help!

K

[Veg Mommy]

That is a great idea! I also would like to see it kid friendly by offering up some fun veggie foods for kids. I would go if there was one! Great alternative to taking the kids to McDonalds! lol

[ragdoll222]

Really? Oh, I am so glad! :D Do you think you/other parents would be put off if it was slightly more adult themed than that of ronald mcdonald or wendy (although nowhere near as horrifying as that burger king character... im 22 years old and he scares me to death!)

[animallover7249]

Do you really need to spam the board by making the same thread like 5 times?

[hoodedclawjen]

Do you really need to spam the board by making the same thread like 5 times?

thanks, its been sorted out.

[ragdoll222]

oops, sorry, i dont mean to spam, this is just my first time on an online forum so i'm just getting the hang of it...

[animallover7249]

thanks, its been sorted out.

:nana:

[Poppy]

I would love a fast food place that served vegan food - "burgers", "chicken" sandwiches on whole grain buns with ripe tomatoes and green lettuce! I'd love to be able to choose vegenaise instead of mayo, and ketchup without high fructose corn syrup, and dijon mustard. I'd also like organic sweet potato fries, tater tots and sides of green beans and collards to go. I would also like natural, sugar-free iced teas and seltzer water:lick:

For dessert, I'd like a choice of a vegan cookie or brownie.

And I don't want to read about this place opening in California. :no: I want it here in central Virginia. :yes:

(I would also like a menu that changes weekly or monthly and incorporates local foods and farmers. I would like this place to hire workers who care about food handling and hygiene - and maybe let the consumers be able to give tips. Also - biodegradable containers and recycling options are a must! And could you let us bring our own bags and even cups?)

[hoodedclawjen]

I know a lot of times health food stores/vegans and vegetarians in general have a bit of a bad reputation of being complete representations of the hippie stereotype and/or being very elitist and condescending. Therefore, I decided to name it Vicky's and give it a very fun, bad-ass kind of brand personality.

i don't get how calling it vicky's goes with this fun bad-ass thing, to be honest. it makes me think of miss vickis chips (has a homely feel). and wendy's (pigtails and cutesyness) and victoria's secret (knickers). and this girl i know called vicki (who is a bit annoying). :D

wouldn't it be better to call it something a bit more fun and bad-ass? it'd probably help with your band identity too. look at how other companies pitch themselves and how their names work with their image.


Would you go to an establishment like this?

tongue in cheek? like jack astors? (again, see what they did there with the 'jack-ass' bit?). or tongue in 'chic'? like..... what? like erm....? i'm struggling to visualise it. can you b a bit more descriptive? tell me about the type of interior decor, the menu options, the vibe, the servers uniforms, the logo, ... music that'd be playing, etc.

would it serve very very simple mainstream burgers and fries type stuff, or a bit more crunchy granola stuff like springrolls and noodles and tacos and potato skins and hummus dip and falafel wraps and whatnot too- but not taking itself seriously- with comedic names for the smoothies, etc. or would it be more like starbucks (trying to cater to everyone by making people feel like they're part of a clever well-read club if they spend big bucks for coffee with stupid names like 'vente')?

is your market young professionals, or young college students? the post-club crowd? or somewhere in the middle? is your market big enough to support you, or do you need to broaden who you're aiming it towards?

kat von d? so like... goth punk motorcycle tattoo artisty? :worried: i don't think i'd fit in there. i might feel a bit intimidated. :lol:


What would be important to you for it to work?

i think it'd have to not be pretentious or cliquey. i hate places like starbucks for that- like feeling comfortable and greeted with a smile like a friend would give, not like i'm being looked down on and need to learn a secret language just to order.

it'd have to not be expensive (i'm not paying silly money for coffee or weird looking fries in a teeny tiny box with some exotic drizzle).

it'd have to have ingredients listed, or easily available, and cater for people who have other dietary needs (low fat options, gluten free options, diabetic friendly options, etc).


What wouldnt be important?

um.... how do i answer that? are their options to pick from?


Do you think i should change any aspect to make it more in line with the general vegetarian /vegan market?

yeah- describe it better so i know what it actually is. :D


Any imput would be greately appreciated. Thank you so much for your help!

please don't think i'm being purposely obtuse. i love the project idea, but cos i don't really have any info to go on, i can't tell you much. perhaps look at existing places, and come up with something more descriptive.

here are some places that might help. maybe check out how they've branded themselves and work out how you fit in :) :

http://www.veggiediner.com/wp/
http://www.juiceforlife.com/photos.html

also check this place out: http://www.lickshomeburgers.com/products/newnature.html (not veggie, but has tonnes of veggie options).

[Veg Mommy]

Really? Oh, I am so glad! :D Do you think you/other parents would be put off if it was slightly more adult themed than that of ronald mcdonald or wendy (although nowhere near as horrifying as that burger king character... im 22 years old and he scares me to death!)

Adult themed is fine. I really didn't mean for it to have playgrounds or a mascot. We certainly do not need anyone like the scary Burger King guy. I would just like to make sure the menu would have fun veggie food options that appeal to kids so the whole family can enjoy it.

[LovelyPerv]

Current Veg-friendly places in South Carolina are not kid-friendly, and are time consuming.

Patrons with children often find that people around them are annoyed, and these establishments are for some reason "quiet places" where children are frowned upon.

Having no children on my own, I have only one problem that, if solved, would have me eating out far more often: It has to be fast and low-cost because I'm fortunate enough to have a job.

That's right, a fast food establishment MUST be compatible with the idea that people WORK and odds are, might be looking at fast food because they are not able to go home.

Most of us veggies have accepted the fact that we must eat home a lot, pre-prepare our work-lunches, or face a long line at a snootie health food store and pay $15 or more for a lunch.

But we get sick, forget our lunches, lose our lunches on the way to work (I really need to stop putting things on top of my car!), or simply don't have enough time to put together a decent meal for ourselves.

Also... Read Fast Food Nation, Fat Land, etc... and learn all the things that made McDonald's the super-giant chain that it is today... And translate all of those elements into vegetarian/veganism... The value meals, pre-prepared foods, the kid-oriented marketing, the speedy service and assembly-line style food prep style, the drive-through, the kid's meals with "prizes," birthday parties, etc... You can set up booths selling "bag lunches" at kid-related events.

"If you get the kids, you've got the parents."