With the rising popularity of vegetarian and vegan lifestyles, Becel partnered with chef Matt Dean Pettit and lifestyle expert Jillian Harris to launch a branded pop-up vegetarian restaurant called 'PLNT.' The pop-up was located in downtown Toronto from February 28th to March 1st. All guests were required to reserve their seats in advance for a cost of $22, which was donated to the Heart and Stroke Foundation.
The greenhouse-inspired design combined lush plant life with raw wood elements. A single, long dining table surrounded by 24 wood stump stools was accented by branded centerpieces containing a variety of herbs and the event hashtag #getPLNTed. Everything in the space including the plates, cutlery and waiters' uniforms were plant-based—and even the menus could be planted to produce basil.
The plant-based tasting menu included a variety of spreads such as spiced cashew "cheese," "devilled eggs" made with cherry tomatoes, crunchy guacamole bites, a vegetable "garden" in edible "soil," vegan mushroom wellington with savory hasselback sweet potatoes and apple cider poached pears.
This branded pop-up event was created to promote a plant-based diet using Becel products to lead a healthier lifestyle, which also benefits the environment.
Plant-Based Pop-Up Restaurants
Becel Opened a Pop-Up Eatery Made Entirely from Plants
Trend Themes
1. Plant-based Dining - As the popularity of vegetarian and veganism rise, restaurants can innovate by offering plant-based menus, such as Becel's 'PLNT' pop-up.
2. Branded Pop-up Events - Companies can create unique and engaging experiences for their customers by launching branded pop-up events, such as Becel's 'PLNT' pop-up restaurant.
3. Sustainable Dining - More companies can adopt a sustainable approach to dining by using plant-based and eco-friendly materials, such as Becel's use of plant-based plates, cutlery, and even menus.
Industry Implications
1. Food and Beverage - Restaurants and food companies can capitalize on the growing trend of plant-based dining and eco-friendly materials to offer unique dining experiences like Becel's 'PLNT' pop-up.
2. Marketing and Advertising - Companies can leverage the popularity of pop-up events to promote their products and services, such as Becel's use of the 'PLNT' pop-up to promote their plant-based products.
3. Sustainability and Environmentalism - Companies can promote sustainability by adopting plant-based and eco-friendly materials in their products and services, as Becel did with their 'PLNT' pop-up restaurant.