Plant Permaculture Group

——From 0 to rated No.1 vegetarian restaurant in China and £6.7 million sales in online store

Plant Permaculture Group (庆春朴门) is primarily focused on high-end vegetarian chain restaurants, while also owning its own membership-based farms, experience centers, clubs, hotels, and online stores. In just 9 months, we helped their restaurant brand quickly become synonymous with high-end vegetarian cuisine and a popular destination for many bloggers and celebrities. The restaurants located in Hangzhou, Shenzhen, and Shanghai were voted as the most popular among Chinese consumers, despite vegetarianism not being widely embraced. Additionally, we helped the group gain 53,000 members and achieve over 60 million RMB( £6.7 million) in sales through the online store we built for them.

·Challenge

Vegetarianism in China faces many negative perceptions, such as being considered less tasty, less nutritious, and cheaper. However, the brand aimed to create a healthy, delicious, and high-end vegetarian dining experience.

·Solution

The brand approached us with the concept of opening a chain of vegetarian restaurants. After thorough communication with the client, we helped the brand start from scratch. We provided comprehensive marketing and promotion activities, including brand positioning, customer analysis, go-to-market strategy, visual design language, advertising shoots, online store construction, online marketing, and event planning.

We intentionally downplayed the concept of vegetarianism and emphasized several widely loved labels: cozy dining environments, elegant gathering places, picturesque spots for social media check-ins, high-end ingredients and cooking methods, and proximity to the UNESCO World Heritage Site - West Lake, among others. This successful brand positioning and marketing quickly made this chain of restaurants popular in several first-tier cities in China.

·Result

In just 9 months, we helped the brand transform from a concept into China's most popular vegetarian chain restaurant brand, garnering 53,000 members and surpassing 60 million RMB in online sales. As of now, Plant Permaculture has opened 8 stores nationwide. The stores located in Shenzhen and Hangzhou have been awarded the first place for the most popular local restaurants on Chinese review websites. Additionally, several member experience stores are set to open soon.