How to Successfully Sell Plant-Based Protein Products in a Carnivore State: Case of Oklahoma, USA

The current study examines factors essential to successfully selling plant-based products in restaurants in the market with predominantly carnivorous preferences like Oklahoma, USA. The study employs a qualitative approach as well as a survey method to evaluate: (1) factors that make plant-based protein products attractive to carnivorous customers, (2) factors that make those products attractive to non-carnivorous customers, and (3) effective strategies for a vegan restaurant in a predominantly carnivorous market. Several successful vegan restaurant business operators were interviewed about the factors facilitating their success. Observations of business practices and social media postings related to vegan restaurants were also used for triangulation of information obtained from the interviews. Additionally, customers of the participating restaurants will be surveyed to identify what attracts them to those businesses. The results will point out key success factors for restaurants that want to incorporate more plant-based products as well as the factors that are critical to customers.