re: place vegan cafe by Jade Barltrop

C ON T E N T S p. 6-9

Introduction

p. 10-11 p. 12-13

Primary research Secondary research

p. 18-23

Pop-up shops

p. 24-33

Vegan

p. 34-41

Target consumer

p. 42

The big creative idea

1 2

p. 14-17

Methodology

The British high street

p. 43

p. 44-45

p. 46-49 p. 50-51 p. 50-51 p. 52-53

p. 54-59 p. 60-78 p. 79-85 p. 86-87 p. 88-89 p. 90

Brand matrix SWOT 4Pâ&#x20AC;&#x2122;s Place Price Promotion Product

Visual outcomes Cafe visual merchandising Cafe branding

Executions

Prior to the event During the event After the event

Future recommendations

p. 91

Conclusion

p. 92-93

List of illustrations

p. 94-96

Reference list

p. 97-112

p. 113-145

Bibliography Appendix 18.1 Declaration 18.2 Ethical clearance checklist 18.3 Online survey 18.4 Posters 18.5 Photography: Nottingham empty shops 18.6 Interivew: Ben manager at Alley Cafe 18.7 Email Interview: Phil Hather 18.8 Email Interview: Nicola Barltrop 18.9 Email Interview: Tanya Braun (Alpro) 18.10 Competitors: Northern Vegan Festival 18.11 Tutorial record sheets 18.12 Critial path 18.13 Pinterest (Collection of image research) Word Count: With quotes- 7594 Without quotes- 5497

IN T RODU C T ION ‘The percentage of empty shops in the country’s 650 most popular high streets nationally hit 14.2% in December. That is roughly 35,500 vacant properties.’ (Petrou, 2013: Online)

This report aims to raise awareness of the current number of empty shops on the high streets of British cities, and specifically Nottingham which ‘has more vacant shop space than any other large centre in the UK, the vacancy rate increased over 12 months from 23.1% to 30.6%.’ (BBC, 2012: Online). This report will look into the effect these empty, sometimes derelict, shops are having on the streets and the ways in which these spaces could be used for another purpose, in the hope of bringing life to the high streets to offer consumers not just a purchase but an experience. Researching into “Mary Portas’ Pilots”, a scheme that reviews the state of our high streets and city centres it became apparent that, ‘leaving empty shops to rot is a wasted economic opportunity that spoils the town centre.’ (Baker, 2012: Online)

The recent trend and return of pop-up shops has started to offer consumers new and exciting retail experiences. They have ‘evolved from being regarded as a novelty concept to become a retail strategy that enables brands to reach a wider pool of consumers, test the market and generate publicity.’ (WGSN, 2012: Online) Pop-ups come in different forms such as retail, food and hotels which shows how diverse they are. Located in different places, an example of a pop-up restaurant that combines food, fashion, performance and social media is ‘The lab, By Taste’ which took place over three days in April 2013 and was held in Tobacco Docks, London. Presented by Gizzi Erskine and other top chefs, there was ‘an interactive experience of master classes, tutorials and live entertainment.’ (Tastefestivals, 2013: Online) Leading to the idea that pop-ups are essentially an event that offer consumers a new experience. Pop-ups can be located in empty shops which provide inexpensive, short term lets, ideal for this retail structure.

Fig 1. Nottingham habitat, 2013.

To further see the effects empty shops are having on the public an online survey was carried out, (see appendix 18.3) asking 61 people ‘if they noticed the amount of empty space among the British high street’ with “47” saying yes, “1” no and “14” sometimes. These results are encouraging figures to work from as virtually everyone noticed the issue which proves something needs to done about it. One response from the survey was that empty retail space is, ‘not only depressing to look at but it’s disappointing that so much easily accessible space is going to waste that could be used for something exciting or beneficial.’ Staying on trend, this space could be used to create an exciting pop-up concept that is current in the market. It could change the outlook and visual appearance of the streets in the hope of bringing people together.

Through primary research from the online survey and posters that were distributed around Nottingham Trent University (see appendix 18.3 & 18.4) where students were able to jot down what they would like to see in a pop-up shop, the results showed that 64% of people would like to see a cafe/ restaurant selling food or drink with added health benefits in the form of fresh, locally sourced, top quality or seasonal foods. This is not just a consumer demand but a trend that has been seen in the food industry as the, ‘local and organic agriculture is growing far faster than the food market as a whole.’ (Pollan, 2012: Online)

With this idea of fresh food being taken forward, further research was undertaken in the trend of the food industry and what was culturally taking place. It was apparent there had been a large focus on the trauma of the horsemeat scandal.

IF YOU COULD CREATE A / RESTAURANT OR EVENT WHAT WOULD IT BE/ SELL OR FEATURE?

64% FOOD OR DRINK

8% A SPACE FOR YOUNG DESIGNERS

16% CLOTHING

3% JEWELLERY

9% OTHER

‘Regulators found horsemeat in ready-made burgers sold in supermarkets’ (Butler, 2013: Online)

and also in several ready meals that were labelled as beef. This shocked consumers, changed their perceptions and for some their diet. ‘Britons are increasingly turning to vegetarian alternatives amid concerns sparked by the horsemeat scandal, according to food producers.’ (Butler, 2013: Online) Turning to vegan options, there has been a rise in the number of meat-free products sold. Not only this but it is culturally apparent that people are becoming more health conscious and health aware in wanting to know where their food is being sourced from. Mintel suggests there is a move to people ‘buying more locally or online as opposed to larger stores’. Meat is an expensive product and due to the scandal people are now turning away from buying it, substituting it for other options or preparing to compromise with their money and buy quality fresh produce. This report therefore researches into the vegan offering in supermarkets and restaurants to see if there are enough products and places provided. Researching the food outlets of Nottingham it became apparent that the city is clearly lacking places catering for this type of diet, which means there is a gap in the market for an increase of vegan food in Nottingham. The big idea is therefore to make use of vacant shop space in order to increase the choice of cuisines on the high street. It is an idea that could nationally be applied to any high street or consumer but for the purposes of this report it will be pitched at students living in Nottingham.

Fig 2, Popup infographic, 2013.

METHOD OL O GY

2.1 PRIMARY RESEARCH DATE

METHOD

SAMPLE

PURPOSE & EVALUATION

APPENDIX

March-April Online Survey 60 people aged The survey was sent to consumers of all ages and genders See 18.3 2013 from 18-50 through online platforms such as Email, Facebook and Twitter. The survey was used in order to get people’s views of the British high street but mainly in Nottingham to see if they noticed the amount of empty space and if they felt something should be done about it. It was also used to ask consumers if they had been to a pop-up shop before, if so where and what type it was. They then suggested what they would like to see in a pop up outlet. The idea behind this was to understand the consumer needs. A good set of feedback was received, helping the direction of the project which led into the vegan concept. March 2013

Posters

Students at Nottingham Trent University

Posters were stuck up on the walls inside buildings of Nottingham Trent University. The poster asked one question ‘what would you like to see in a pop-up shop?’ The purpose of the poster was to get student feedback of what they would like to see in a pop up shop in Nottingham. Receiving a diverse set of answers which, combined with the online survey, proved to be a café/ restaurant/ deli.

See 18.4

9th April 2013

Photography

Nottingham

Photographs were taken of the empty shops in Nottingham. The purpose of this was to prove how many there are and how unpleasing they are on the eye. Having visuals available meant it was clearer to see what vacant spaces were available that later could be used.

See 18.5

March 2013

Interview through questions

Ben, manager of Alley cafe

The manager of Alley cafe, a vegan/ vegetarian restaurant in Nottingham was inteviewed through a set of questions. The purpose of the interview was to find out who their main consumers are, the type of food brands they use in-store and if they felt there was space in the market for more vegan cafes to open up. Sadly after visiting the cafe several times to get the results Ben had not completed the questions which meant no results were given back.

See 18.6

DATE

METHOD

SAMPLE

PURPOSE & EVALUATION

APPENDIX

18th March 2013

Email Interview

Phil Hather

Focusing on the idea of fresh food and the food industry, 18.7 further research took place into a vegan lifestyle. Phil is a vegan and the purpose of emailing him was to find out his reasons for becoming vegan, if he feels there are enough food brands and cafes/ restaurants that cater for his diet. His response was interesting in that he spoke about the aspects of not just a vegan diet but the effect it has on everyday products such as glue. When listing vegan restaurants he knew, he stated more vegetarian ones that catered for a vegan diet suggesting that their needs to be more vegan own cafes/ restaurants.

18th March 2013

Email Interview

See 18.8

14th March 2013

Email Interview

Nicola Barltrop The purpose of emailing the ex-vegan was to find out why she changed her diet to and from a vegan one. Was it due to a shortage of vegan food brands or lack of food outlets? Her response was that she felt a vegan food truck that moved around to find the best food market locations would be beneficial.

Alpro Soya (Tanya)

13th April 2013

Photography

Northern Vegan Festival

See 18.10

See 18.9 The purpose of getting in contact with Alpro was to give them an overview of the project, speaking of how they are hypothetically going to be used as a sponsorship to try and engage students with the brand and a vegan diet. Initially using twitter a social media platform, contact through tweets and direct messages took place to try and get in contact with a member of the Alpro marketing team. This was a success and Tanya responded to the twitter actions. She advised to look at their sister brand Provamel as they could potentially give away a free sample of products. After replying to several emails, she then did not get back in contact.

Photos were taken at the northern vegan festival to look at the competitors branding. It became clear through the lens that vegan branding was poor unless it was a large named brand such as Provamel and Frys.

Fig 3, Methodology table, 2013

2.1 SECONDARY RESEARCH The initial point of this research was to look at the impact of empty shop space in Britain in order to see how this space could be used for another purpose. Trends in retail, culture and consumer needs were explored for opportunities and possibilities for applying to the empty spaces of Nottingham. Current newspaper articles were used to research and see the changes in the number of empty shops as well as the trends that were, and still are, happening within the high street, with a large focus on Mary Portasâ&#x20AC;&#x2122; Pilots. Furthering this research took place on trend websites such as Stylus and WGSN for the latest news. From this it became apparent that there was a return in the trend of pop-up shops and how they are an opportunity for businesses to use empty shops on a pop-up basis. Primary research then helped to define what it is students of Nottingham would like to see in a pop-up shop. With the majority of responses being food or drink, secondary research took place in this sector looking at information provided from news and food websites. Focusing on the impact of the horsemeat scandal research showed that many consumers were turning to a vegetarian/vegan diet.

Fig 4, Nottingham empty shop, 2013.

T HE BRI T I SH HIGH ST RE ET

The high streets in the UK are not what they used to be due to the impact of the recession with consumers spending less and ‘one in six shops standing empty compared with just one in twenty before the start of recession.’ (WGSN, 2013: Online) Many large named businesses such as Blockbusters and HMV shut down their stores across the UK as they fell into administration.

However new independents are not coming into the market and the mood of the community is changing as consumers are beginning to lose faith in the British high street. This mood needs to lightened. However, the failure of these shops is down to the fact that more consumers are turning to online and mobile retailing. ‘Consumers are shopping with their mobiles than ever before’ (Huffington Post, 2013: Online) and downloading from websites such as Netflix and iTunes because they offer more than bricks and mortar can do and at a quicker pace. Online shopping is becoming more dominant, retailers are facing the challenge of staying ahead in a competitive market to get consumers to still shop in store. Therefore stores need to up their game and begin to offer consumers an experience they cannot get anywhere else. Retailers must respond quickly and adapt to the changing consumer. As shopping habits are changing retailing will need to change with it. The future of retail and the role of shops are ‘less likely to be about in-store transactions and more about how an experience can drive sales.’ (Stylus future

stores, 2012: Online)

Focusing solely on Nottingham and its number of vacant shops which the council aimed to cut by two-thirds in November 2012 further research was undertaken in the form of an online survey to see student residents’ opinions of these empty shops. People living in Nottingham described the problem as ‘towns look awfully sad and depressed’ and ‘destroying local communities’. (See appendix 18.3) Not realising the effect it has on people, a solution needs to be addressed, whereby Nottingham can become more attractive to ensure that locals and visitors keep coming back instead of turning away. The high street needs to become a place to merge daytime and evening activities to create a social hub, allowing large named retailers to mix with small ones. This is what residents want with one stating that ‘city centres lack a mixture of independent and high street stores, too many high street stores have no individuality.’ Jeff Allen the chairman of Nottingham Business states the most important thing is to ‘ensure that the city centre is somewhere that people want to visit, spend time and in return to again and again.’

Fig 5, Blockbuster, 2013.

(Allen, 2013: Online)

Fig 6, Mary Portas, 2012.

This is happening in other cities and has been addressed by Mary Portas along with the Local Government Minister who launched a competition which chose twelve towns to become ‘Portas’ ‘Pilots’. The winners benefited from a share of £1million to help their unused high streets by changing what went wrong and aiming to deliver something new. A high street should be a ‘social place that makes creative use of public spaces and with a vibrant evening economy.’ (Gov, 2013: Online) A place where people can engage with the community and shopping is not the focus but a mix of activities. To make this happen high streets need to experiment and try new things, particularity Nottingham. One thing Portas’ Pilots introduced was ‘love your local market’ which aims to help new market traders starting up. There are indoor and outdoor markets set up in order to give an opportunity for new businesses to step onto the business ladder. Another proposition put forward was ‘community groups should be able to use vacant spaces and have the right to trade in empty property.’ (Portas, 2011: Online) Using this space creatively to ensure empty properties remain a valuable part of the high street and not a blemish on it. A way to give people the opportunity to experiment, promote and collaborate is also a key idea, as well as generating publicity and offering consumers a new experience.

‘High streets need to be mixed in use they should house elder-care centres and medical clinics, government bureaus helping the public and pop-up music or art venues. A vibrant high street must be more than a place in which to shop.’ (Minton and Skelton, 2013: Online)

A way in which the high street has offered this and used the empty space to its advantage is with the use of pop-up shops. People are coming up with business ideas and bringing them to life to reinvent the high street making it a place that people want to be in. This theory needs to be adapted to the streets of Nottingham so that consumers can begin to love their city again.

POP U P SHOP S

A Pop-up shop can also be known as pop-up retail and is a store that appears spontaneously and stays open for a short length of time to take advantage of a current trend or seasonal product which quickly draws in consumers. ‘Pop-up stores remain an invaluable fast-reaction weapon in the battle for promotional exposure and sales uplift, capable of providing a major brand boost exactly when and where it’s needed.’ (Stylus new pop-ups: 2011: Online) Big named retailers such as Selfridges incorporate pop-ups into their main stores to promote current fashion and cultural trends. One of their latest was focused on David Bowie where Selfridges in collaboration with the Victoria and Albert Museum decided to sell clothes and beauty products to celebrate the famous musician. Selfridges included designers such as Alexander MQueen to find looks that reflected Bowie’s style and teamed up with Illamasqua whose bright makeup sits comfortably with Bowie’s aesthetic to offer shoppers daily makeovers. An experience that customers will not get every day, the pop-up is individual and memorable.

Fig 7, V&A Shop, 2013. Fig 8, Illamasqua, 2013.

Pop-ups are profile raising concepts that allow room for experimentation ‘taking the temporary store beyond shopping and offering customers a complete lifestyle experience’. (WGSN the power of pop-ups, 2013: Online) They are inventive with where and how they locate themselves. They can be found in shopping malls, random spaces and most importantly in redundant empty spaces. This brings new business on to the high street with the hope of making it the hub of the community and something the local people will be proud of.

‘In our ideal world you’d find small businesses filling empty shops on a pop-up basis, working with other start-ups to offer the British consumer a different shopping experience – and the opportunity to support British enterprise.’ (Minton, A., and Skelton. D., 2013: Online)

An example of a pop-up that is a social place combining retail and food is Boxpark in Shoreditch, London. Located in a creative empty space it is the world’s first pop-up mall that became permanent. A quirky and alternative place to shop and dine that is not the high street. Built from shipping containers and spread over two levels, Boxpark offers an array of brands from fashion and lifestyle to food and drink. This innovative mall offers rent to high name brands such as Nike but also the opportunity for smaller brands that are not yet able to afford the high street at this moment in time, or their creative flair does not sit well with what is on trend at current. For the brands located there it is a low cost solution to gain awareness, test the market and reach a wider pool of consumers. At the same time Boxpark offers shoppers a new and unique shopping experience.

Fig 9, Boxpark, 2012.

A review posted on Trip Advisor in 2012 said, ‘Boxpark is a Retail Revolution, while the rest of the retail world sits on its backside waiting for the world to turn the guys at Boxpark have really thought about their consumers lifestyle and what makes them tick. This is a concept that will go far and is a complete change from the boring mass produced retail and food experiences we all have to suffer.’

Pop-ups have previously been seen on the streets of Nottingham, to test the market before committing themselves to a high street store. Here is a case study of Bluebird Tea Co. Bluebird Tea Co. is a fairly young, happiness-spreading, tea-making, independent, caring, exciting + unique little Tea Mixology company on a mission to make people happy with tea.

The business was started by Krisi Smith and her boyfriend. In July 2012 they managed to get a place in Mary Portas’s StartUp Britain campaign, opening their first pop-up shop in Richmond, London, for two weeks. Since then they have opened five more across the UK, ranging from two days to a month.

The idea is therefore to create an on trend pop-up shop and use the vacant premises of Nottingham to occupy it short-term with a business that will boost footfall on the high street and allow the business to test the market. Through responses from residents of Nottingham, the new businesses will be in the food and drink category as they feel this is what is missing from the streets of Nottingham. Stating they want a ‘cute cafe supplying local food’ and ‘a combination of food and products to purchase and a positive atmosphere.’ (See appendix 18.3) Aware that

‘food will be the driver of growth during the recession’ (Channel4, 2012: Online)

this idea was then explored to see if it would work in the market.

“Mary Portas really liked what we did because we were different and the scheme really opened a lot of doors for us. We have met other entrepreneurs and travelled the country visiting festivals and markets and we still haven’t found another company like us in the UK.” “Pop-ups have been around for years but they are only really starting to take off because people are beginning to see that they can work.” (Krisi Smith)

Fig 10, Bluebird logo, 2012.

Fig 11, Nottingham high streets, 2013.

V E GA N ‘With influential figures like former President Bill Clinton announcing his enthusiasm for a vegan diet, and celebs like Justin Timberlake singing “Bring it on down to Veganville,” it would seem that veganism is entering the mainstream.’ (Sareen, 2013: Online)

Researching the food industry it was clear that there was a trend in the increase in the number of people moving to a vegetarian/ vegan diet. The vegan culture stemmed from the hard core punk movement in the late 1970’s and early 1980’s. The subculture straight edge was then formed, a group of individuals that live for individualism and have live-for-the-moment attitudes. Resorting to any form of violence, within their belief they are all for animal rights leading to the idea of a vegan/ vegetarian diet. Against mass consumption and the idea of not being associated with brands and supermarkets they shopped elsewhere. Therefore ‘vegan cooking was punk because it was a rejection of the status quo in favor of doing things the way we believed was right.’ (Cohen, 2011: Online) Punks would make a meal out of nothing, planting a few seeds that would turn into a healthy home grown salad. Vegan punks did not have much money and therefore relied on basic ingredients they could get their hands on. However the idea and perception of vegan has changed, the dishes you can create are now seen in restaurants as a nutritional and enjoyable meal. Vegan has become more renowned and is seen as a healthy diet for individuals to follow.

Veganism is the practise of abstaining from the use of animal products in a diet as well as goods. A lot of vegans do not eat meat, fish but also products containing dairy such as eggs. The public interest in vegan is higher than ever before due to the impact of the horsemeat scandal and the fact that more people are wanting to eat ‘healthy’, which results to cutting out some or all meat from a diet. The concept of not eating meat and the fact this is seeen as a healthier option is suggested on the current television advertisement by Quorn. They state that swapping mince beef for quorn mince once a week for four weeks could reduce calorie intake by eight hundred and eight. The horsemeat caused public outrage and their trust in the food industry was damaged. Horsemeat was found in frozen burgers, meatballs and ready meals such as lasagne.

The horsemeat scandal also caused change in consumer shopping habits as ‘frozen burger sales were down by 43% and frozen ready meals declined by 13%’ (Neville, 2013: Online) causing an increase in sales in meat-free products. More people have begun turning to vegan/ vegetarian brands and products even if they do not class themselves as vegetarians. ‘Only 6% of the UK’s population consider themselves vegetarian and only 1-2% are estimated to have food allergies, the meat-free and free-from food market is expected to grow 44% to around £1.25bn by 2016.’ (Butler, 2013: Online)

Faith in supermarket meat is in decline and people are reducing the amount of meat in their diets and replacing it with other options such as plant-based variations which can also ‘reduce their food costs by 10 %.’ (Alpro, 2013: Online)

Turning to plant-based products also leads to several health benefits including reduced obesity, improved diabetes and better heart. This is a vital component to a consumer’s diet and is now one of the most distinctive changes in attitudes towards food in the UK, ‘consumers look to new trends in food, health benefits ranking highly in their purchasing decisions.’ (Stylus Meat the future, 2012: Online) They are increasingly demanding more information on food provenance in wanting to gain health benefits from the products. Concluding that limiting meat intake and turning to a vegan diet has more benefits than initially thought.

A well suited sponsorship for the pop up vegan cafe would therefore be Alpro, whose brand ethos ‘plant power’ uses beans as its main ingredient in the making of their products. ‘To stand out and thrive in a competitive restaurant scene, leading chefs and restaurants are fine tuning their menus to focus on a single dish or ingredient, making it the hero of the experience.’ (Stylus single dish restaurants, 2012: Online) Using Alpro’s ethos of the plant power and combining it with the concept of a vegan diet which is heavily based on vegetables proves the pop-up vegan cafe will work in the current food industry.

Fig 12, #deskfest breakfast, 2013.

BRAND ETHOS

HEALTH BENEFITS

COSTS

PRODUCTS

- PLANT POWER - REDUCED OBSEITY - IMPROVED DIABETES - BETTER HEART - WEIGHT MANAGEMENT

- REDUCED FOOD COTS BY 10%

Alpro will be a good sponsorship for the new pop-up vegan cafe because it is already a well-established brand that is familiar among many consumers, not only vegans. They use social media platforms as a way to connect with their consumers and promote their product ranges in the hope of gaining a greater following. This is vital in this current market because, ‘accessing social networks is now the second most popular online activity performed on either a smartphone or a tablet computer, while it is the fifth most popular online activity from a traditional computer’ (Mintel social media & networking, 2012: Online) showing just how popular the use of social media sites are and how every brand needs them. Alpro recently launched the ‘Deskfest’ competition. The idea was for people to take pictures of their breakfast which is made up of Alpro products. They then tweet the picture using #deskfest. Each day there were five winners which Alpro choose to be the most exciting, creative and visually appealing. The winners received an Alpro Keep Cup which is sent out to them after registering online which instantly draws more people to the website. The overall winner of the competition won a “once in their life” time trip to New York with a friend. Being able to take something away from a brand gives consumers the incentive to go back to it at another time.

- DRINKS - YOGHURTS - DESSERTS - CREAM ALTERNATIVES - ALPROCCINO

Alpro has also teamed up with Zest magazine, the leading healthy lifestyle magazine in order to promote the 2013 ‘Alpro Zest Challenge’. Alpro are offering competitors running the race a free breakfast made using their products. Alpro is an active and successful company that uses many channels to communicate with its consumers. Alpro products will be used in the cafe to promote the brand and to create a menu that provides recipes to suit all tastes as well as having positive health benefits. This is essential in the current food market as there is a demand for ‘food intolerance products, which are associated with health eating, which is on the rise.’ (Stylus world food & technology innovation, 2013: Online)

Replacing meat to create a fulfilling meal with other food substitutes like Alpro such as Linda McCartney is easier than people perceive. A vegan and ex vegan were emailed, (see appendix 18.7 & 18.8) asking if they felt there were enough vegan food brands catering to their diet. The response was, ‘as long as you know what to look for, most supermarkets cater quite well for vegans. There are staples that you can get everywhere (e.g. Lentils & chickpeas) and most major supermarkets also offer vegan meat alternatives.’ This consumer has been a vegan/ vegetarian for all of his life which is why he knows where to look for products. If consumers are not sure of where to look and what to look for, it may be difficult. Therefore it is all about providing people with the simple access to it, so consuming vegan alternatives is not a burden/nuisance. Vegan and the products required need to be made more obvious, just how meat is displayed in supermarkets and restaurants. It should not be something they have to search around for.

Fig 14, Alpro social media, 2013.

TYPES OF RESTAURANTS IN NOTTINGHAM

The rising popularity of veganism can be identified with its increasing availability at mainstream festivals such as Coachella 2013, where it ‘took on some enticing new vegan options this year’ (Brown, 2013: Online) offering food trucks selling different forms of vegan food from Jamaican fried tofu to veggie burgers. Food trucks are a good idea because they do the moving around which sits comfortably with consumer needs especially students as they are mainly perceived to ‘spend most of the day in bed, get up and watch a bit of afternoon TV and spend their evenings drinking’. (McQuaid, 2012: Online) The ex-vegan suggested introducing one as a new vegan restaurant. ‘I think vegan food trucks would be great; they could use social media to track down the best market and head to that area at a set time. I love ethnic vegan food - Indian and Japanese cuisines especially.’ A food truck is primarily a pop-up cafe, offering food that is easily accessible and on the move. Having the idea of a new food truck restaurant proposed further research of vegan restaurants in Nottingham was explored. Researched showed there was a lack in the number of vegan only restaurants. The high streets only catered for 1 restaurant which is not a lot, especially when there are so many empty shops and a demand at this moment in time for meat-free products.

To keep the high street alive it is important to exploit the areas which cannot provide for a vegan diet online, and utilise the features that it does in a physical space to meet the needs of the changing consumer. Therefore the idea is to offer students of Nottingham a healthy fresh meal increasing the awareness of veganism as a good alternative that can fit seamlessly with their current diet.

Italian/ 36

Chinese/ 38 English/ 35 Indian/ 87 Thai/ 7

Mexican/ 2

American/ 6 Pub/ 22

VEGAN / 1 Other/ 35

TA RGET C ONSUME R The target consumer for the vegan cafe will be students attending and located around Nottingham Trent University. The cafe will offer something that students can involve themselves in for fun which is essential in their current lifestyle. As students try to fulfil their need of boredom, which is most likely done by playing games, sitting on their smart phones or surfing the internet. A new cafe will provide excitement, involvement and a community of people which is most likely going to allow the cafe to gain loyal customers. The consumers will not necessarily already follow a vegan diet, but instead can apply vegan food to their current one. This is in the hope of increasing the awareness of veganism as a step away from the horsemeat scandal as a healthy and cheap alternative.

Three consumer profiles have been explored into: a meat eater, a vegan and a wheat/ gluten intolerant diet. This is to research and compare the differences between how much each individual spends on a weekly food shop, where they shop, and where they eat out. Research found that each individual shopped around to suit their diet. There is also a ÂŁ30 difference in how much the vegan spends on his food shop compared to the meat and gluten/wheat diet. Proving that turning to a vegan diet allows space for money to be saved which is essential for students. Student Beans has revealed that

â&#x20AC;&#x2DC;many students have been put off from buying low-cost food after the recent horse meat scandal. Students have rejected meat products on the whole and turned to vegetarianism, which ensures they can have a healthy diet without having to spend a lot of money on goodquality meat.â&#x20AC;&#x2122; (Al-Atassi, 2013: Online)

M EAT E AT E R NAME: Alex Clouston AGE: 22

LOCATION: Nottingham

OCCUPATION: Fashion Communication & Promotion student at Nottingham Trent University PLACES YOU EAT OUT AT: Chain restaurants- ‘Bistrot pierre’ ‘Zizzi’ and ‘Browns’ Small independent restaurants- ‘Dino’ ‘Dolce’ ‘Tarn Thai’

Fig 16, Meat ingredients, 2013.

SUPERMARKETS YOU SHOP FROM: Tesco or Sainsbury’s, but I’ll go out of my way to get the ingredients I need for recipes which are a little more adventurous, like Waitrose of M&S, occasionally a market stall but not as often as it’s not easy to travel to them AVERAGE SPEND ON WEEKLY FOOD SHOP: £30-£40. Depends on what I’m buying, meat normally increases the price drastically. Oh and wine

Fig 17, Meat meal, 2013.

VEGAN NAME: Phil Hather AGE: 21

LOCATION: Brsitol

OCCUPATION: Photography student Part time sales asistant at a health farm shop Fig 18, Vegan meal, 2013.

PLACES YOU EAT OUT AT: Cafe Kino, Biblos, Pepenero

SUPERMARKETS YOU SHOP AT: Asda, sometimes Tesco Express

AVERAGE SPEND ON WEEKLY FOOD SHOP: £10

Fig 19, Nuts, 2013.

WHEAT & GLU TEN INTOLER ANT NAME: Lauren Hoile AGE: 20

LOCATION: Nottingham

OCCUPATION: Fashion Communication & Promotion student at Nottingham Trent University PLACES YOU EAT OUT AT: Prezzo, Zizzi, places that have gluten free options on the menu

Fig 20, Free-from ingredients, 2013.

Fig 21, Free-from meal, 2013.

SUPERMARKETS YOU SHOP FROM: Tesco and Sainsbury’s

AVERAGE SPEND ON WEEKLY FOOD SHOP: £30- £40 a week- free from food is more expensive

T H E BIG CREAT I VE I DE A 7.

BR A N D M AT R I X THEME 1

The big creative idea is therefore to design a pop up vegan cafe in sponsorship with Alpro which will be held in an empty space among the high streets of Nottingham. The name of the vegan caf will be - re: place

The idea behind the name is a play on words. The vegan cafe will be called re: place a cafe that aims to replace empty shop spaces with exciting new retail outlets as well as replacing meat products with vegan friendly substitutes.

In a competitive food environment where there is so much choice available it is difficult to differentiate one food outlet from another. RE: Place however would have a unique tone which is currently on trend and is in consumer demand.

ATTRIBUTES/ Vegan cafe

DIFFERENCES/ Meat free recies

REWARDS/ Offers new and interesting healthy recipes

THEME 2

VALUES/ Healthy/ clean living PERSONALITY/ Raw

THEME 3

ATTRIBUTES/ Locally sourced food

DIFFERENCES/ Local bought ingredients allows you to know where the food is sourced from REWARDS/ Environmentally friendly VALUES/ Sustainable

ATTRIBUTES/ Pop-uup cafe

PERSONALITY/ Fresh

DIFFERENCES/ New to the high street

REWARDS/ Increased brand awareness. Can reach a wide pool of consumers VALUES/ Experience

PERSONALITY/ Convenient 42

‘Vegan is being embraced as a viable health alternative. Professional athletes like Venus Williams and Arian Foster have made the switch.’ (Stylus global food & health trends 2013-14, 2013: Online)

Vegan has become more popular than it used to be Vegan is on trend in the current food industry A vegan diet has been linked to several health benefits A vegan diet is more environmentally friendly and cheaper than a meat eating diet Consumers do not have to worry about the horsemeat scandal Pop-ups offer consumers a unique lifestyle experience that they cannot get everyday Pop-ups allow retailers to connect with their customers better Pop-ups create a buzz and increase footfall on the high street which is an identified problem that needed to be changed Using empty space for another purpose will change people’s views on the death of the high street Meal deals and discounts are not enough- you need to engage the consumer ‘Cafes across the globe are morphing into consumer hotspots for work, play and community connections.’ (Stylus café culture,

There is a common misconception that vegan means to deprive oneself of the pleasures of food, and that vegans only eat soy Students are concerned with the cost of food Consumer loyalty means new brands/offerings may find difficulty in gaining customers Consumers may be wary of the location of the pop-up and might not want to go in to a particular store Being a new business, consumers may have little faith in the brand If consumers miss the promotional build up to the pop-up cafe they may miss the opportunity to visit the store as they are only around for a small amount of time. This may anger the consumer as they could feel left out

SW OT 2012: Online)

Locating a new cafe near Nottingham Trent University will provide students with a range of healthy, local food

Raise awareness of the horsemeat scandal Raise awareness of the impact eating meat has on the environment and people’s health Offer consumers with more food choice that they did not know of before Pop-ups can increase brand awareness Allow the cafe to test the market before finding a permanent location Chance to trade on the high street

Competition from vegan restaurants in Nottingham Competition from the student shop, costa, newton and bonnington cafe Students buy Tesco meal deals as there ‘cheap’ There are cheaper, more well-known places for students to eat at in Nottingham Perceptions of vegan food may stay the same if students are not willing to try it

10.

4 P’s

10.1 PLACE Re: place has to be in the right place at the right time as the location of the cafe will need to fit in with the consumer’s current lifestyle. A response from the online survey with regards to what they feel Nottingham is missing was, ‘I think the Nottingham high streets are quite good but things like unique boutiques and nice cafes only seem to reside in the lace market.’ Tackling the issue on the location of nice cafes the new cafe will be located near to Nottingham Trent University. This is to ensure it is within a good distance of students being able to make a purchase at any time of the day. It also needs to be located where it will get enough brand awareness for other consumers passing by so it does not segregate anyone. Therefore re: place will be located on Shakespeare Street. This is two minutes walking distance from Nottingham Trent City campus. Its main threat will be that Tesco is virtually next door and many students shop here and have a loyal connection with it. However having to walk past RE: Place to get to Tesco may also draw consumers in as it is something they have not seen before. Therefore early promotion and the visual appearance of the store will be vital to entice students in.

Fig 24, RE: Place store, 2013

48 Fig 25, Shakespeare street, 2013

SHAKESPEARE STREET 49

10.2 PRICE The pricing of the food in re: place is not the main focus of the brand as to where it sits in the market against its competitors. Price will still remain a critical component of any shopping experience due the recession however re: place will compete more on the quality of its products, where they are sourced from and the recipes they can provide focusing on the health benefits they can bring to the consumer. re: place will engage the consumer through the vision and passion of the brand to achieve a certain level of price. The dishes and products sold will reflect value of that experience.

10.3 PROMOTION (IN-STORE) ‘To pull consumers closer to their brands, a host of food retailers are transforming their stores into educational hubs, offering monitoring, advice and community interaction.’ (Stylus, 2013: Online)

To ensure customers can relate to the cafe, the members of staff will be able to talk to them giving advice and recipe ideas that cater towards a vegan diet, using Alpro products and working without them. To allow consumers to interact, experience and take something away from the cafe certain packaged foods that are on sale will have pull out attachments showing consumers how they can incorporate the product into a recipe which may have been used earlier in-store. Pine and Gilmore (1998) argue that ‘experience design should make a company’s offerings memorable’. The attached pull out recipe is designed in the hope of making a good impact of the brand and what is has to offer to make it more of a memorable experience which will encourage consumers to go back to the cafe.

Ca r ia r rot nd and er so up

Ev su er yo pe r h ne lo ve p ea a n e r fe l t hy t h i s ea ct so sy up f , su or pp e r. RE 1. CIP A E: an dd o un d fr y nio til fo n t gro sof t r 5 m o a p e a un n i d c ed. nute n ori Stir s an de in r

Fig 26, Tomatoes, 2013.

10.4 PRODUCT

‘Vegetables are also moving to the centre of the plate- the star, rather than merely the accompaniment.’ Technomic (Stylus global food and health trends, 2013: Online)

This positive and boosting trend fits comfortably with re: place’s brand essence because being a vegan only cafe the majority of recipes available will be heavily fruit and vegetable based. The menu will highlight the ways in which ‘plant foods can be every bit as versatile and satisfying as some of the animal proteins we grew up with.’ (Gena, 2013: Online) When consumers are shopping and looking for food they need to focus more on the quality and provenance of a product as opposed to the quantity. More people are focusing on a product being intolerant free in one way or another. Certain consumers feel these free from foods are a natural way of healthy eating and are better than diet fads. A lot of these ‘people are choosing these foods even when they don’t even have a medical problem.’ (Maguire, 2012: Online) Being simply made up of all things natrual these products therefore have strong selling points on their side which is promising for the opening of re: place.

Fig 27, Red onions, 2013.

11.

VISUAL OU TC OME S

11. 1 CAFE VISUAL MERCHANDISING Stylus retail review indicates there is a trend for more specialised, small format stores to further enhance consumer experience. The cafe will be designed with a layout that makes wise use of the pop-ups small space.

Re: place will have a small shop alongside the cafe. The store layout will be clear and easy to navigate around with a design that is stripped back and simplistic to bring more energy and colour to the food to ensure the products stand out and allow the consumers to shop with ease and enjoyment. The display of food will be in its natural, fresh state which is an important message the cafe wants to give off.

Aware that technology is entering the market in all directions the cafes interiors will try and steer away from this. Stripping everything back to basics to create a cool atmosphere, the cafes interiors will be raw and rustic creating a sense of nostalgia. More people are turning back to their old ways of food shopping by buying from their local butchers, grocers and food markets creating a sense of community which is what the mood of the cafe will want to provide.

Re: place will have a natural and urban feel using materials such as wood, cast iron and metal for the furniture. A trend that has been seen at Milan design week 2013 where â&#x20AC;&#x2DC;Scandinavian influences have channelled a simple vibe with light untreated wood paired with white.â&#x20AC;&#x2122; (WGSN Milan interiors, 2013: Online) re: place will be a space where interiors do not make the noise but instead the consumers will bring the soul to the cafe to make it a hub of the community. The kitchen will be open and located at the back of the cafe opposite to the diners to encourage them to engage with the chef to create an environment where food and drink turns into more of a performance. It will provide consumers with an endearing smell of cooking.

11. 2 CAFE BRANDING LOGO/ BUSINESS CARD The Northern Vegan festival was attended to see who re: placeâ&#x20AC;&#x2122;s competitors from around the UK would be. (See appendix 18.10) Visiting the festival led to realisation that the majority of their branding was poor and lacked visual stimulation. Branding was uninventive, not brand specific and lacked consistency which does not communicate well to new audiences. This is something that needs to be addressed in order to change the perception of veganism. Using visual language it is important re: place promote and communicate their brand values through its visuals.

A vegan diet consists of all things natural which needs to be transferred into the branding of the cafe to ensure its brand message comes across. Therefore the logo and business card will be clean and simple to create an honest image of the brand. The colours used make a pure and natural palette that enhances a sense of well-being and harmony. The colours will consist of green, white, light grey and black for the text.

LOGO DESIGN

pop-up

replacement vegan café

Replacement

replacement vegan café

replacement

pop-up vegan café

{pop-up vegan cafe}

RE:place re:place RE:place re:place re:place re:place

RE:place RE:place RE:place RE:place

BUSINESS CARD

:place re:place RE:place re:place RE

VEGAN CAFÉ

Vegan Café

:place re:place RE:place re:place RE

VEGAN CAFÉ

Vegan Café

MENU The store will have chalkboards on the walls around the cafe with the menu and price list on. The menu will be handwritten in white chalk to create an organic and homely feel. There will also be menus displayed on the cafes tables. The design of this menu will be simplistic, clean and easy to read so that it is in keeping with the design of the cafe. Playing on the name of the restaurant there will be drinks on the menu that incorporate the same piece of text ‘RE’. For example there will be a drink called ‘re: store’ which is a herbal tea that aims to restore a person back to their normal state due to the help of immune boosting ingredients.

Using the finest locally sourced ingredients the menu will have a minimal selection to choose from. Consumers are likely to think that more choice is a benefit as there is more freedom for decision-making. However Graves suggest that, ‘we are more likely to buy when the range is smaller, because one option is more distinctly identifiable as meeting our needs.’ (Graves, 2010: p.29) Having a smaller range available will make it easier for the consumer to decide what they want which Graves suggests makes ‘people feel more satisfied.’

PACKAGING The packaging will have a simple and neat design intended to target not only vegans, but anyone who is in the mood for a healthy meal. re: place will have a small shop selling products that have been used in the cafes recipes. The food sold in the cafes shop will be packaged in brown paper bags which are sustainable, environmentally friendly and can be re: used. This is in-keeping with re: place’s brand ethos of raw and un-touched. Diet is becoming an important aspect of a consumer’s lifestyle, ‘80% of students said they look at nutritional information on food they buy’ (Al-Atassi, 2013: Online)

as they focus on the nutrition of a product which has ‘led to an increase in nutrition labelling.’ (Shine, 1997: pp. 283-289) Students also said ‘they were more disturbed by the false advertising on the packaging of beef goods, as it made them distrust the rest of the contents as well.’ (Al-Atassi, 2013: Online) Therefore the packaging of the food sold in re: place will be clear and to the point to ensure consumers get the information they want from it. The sleek and smooth design provides appearance and sets the brand apart from other overfilled packaging in supermarkets.

Fig 28, RE: Place bag mockup, 2013.

Fig 29, RE: Place bottle mockup, 2013.

Fig 30, RE: Place coffee stand, 2013.

Fig 31, RE: Place brownies, 2013.

- A B O U TGOOD FOOD TASTES BE T TER A p o p - up ve gan c afe t hat ai m s to p rov i d e f ulf i lli ng, nut r i t i o nal and t as t y m e als.

-AB O U T-

-MENU-

- LO C AT IO N S AB O U T R E : P L ACE At re: place we like to think our food is ‘honest food’ with expert chefs providing locally sourced fresh vegan meals.

ONLINE PRESENCE By 2025 it is critical that ‘all retailers operate a cross-channel presence.’ (Oracle, 2011: Online) It helps retailers build a strong awareness and reputation allowing them to extend their relationship with their consumer in order to get a strong loyal following. Giving the brand a unique voice the content used online will be information that will engage and interest the users containing important news and dates.

The design of the physical store needs to be applied and constructed to their online sites to provide the same experience, value and services both online and offline. The website and social media presence will be designed like the rest of the shops branding which is raw, clean and simple. Using an easy to read font will allow navigation to flow around the different pages. Similar imagery will be used throughout all of the branding to ensure that it is visually coherent.

Fig 32, RE: Place website homepage, 2013.

-MENUGOOD FOOD TASTES BE T TER A p o p - up ve gan c afe t hat ai m s to p rov i d e f ulf i lli ng, nut r i t i o nal and t as t y m e als.

-AB O U T-

-MENU-

- LO C AT IO N S H U M M U S S N ACK hum m us m ad e f ro m s quas h

LUNCH

Fig 33, RE: Place website menu, 2013.

RE: PLACE VEGAN CAFE @RE:PLACEoffical

Tweet to RE:PLACE Vegan Cafe @RE:PLACEofficial

A pop -up vegan cafe that aims to provide fulfilling, nutr itional and tast y meals. www.replacevegancafe.com

12.

RE: PLACE VEGAN CAFE @RE:PLACEofficial

E XE C U T ION S

10h

Get exctied! A new pop-up vegan cafe is coming to Nottingham, UK

12. 1 PRIOR TO THE EVENT

Fig 34, RE: Place twitter mockup, 2013.

Information about re: place and the arrival of it coming to Nottingham will need early promotion and communication through a message saying how something new and different is being offered but for a limited time only. The cafe will be promoted offline through guerrilla marketing which is defined as â&#x20AC;&#x2DC;an advertising strategy that focuses on low-cost unconventional marketing tactics that yield maximum resultsâ&#x20AC;&#x2122;. (Levinson, 2013: Online) Taking the consumer by surprise it will create a community of people around the popup shop and be a way in which people can connect together and have something to talk about, bringing people onto the high street which is an aim of this project. There will be branded stickers stuck up around Nottingham three weeks prior to the pop-up cafe coming to create word of mouth and get the brand noticed. The stickers will act as teaser to give consumers a taste of what is coming but not the whole concept. There will be some use of print to advertise the cafe and that will be in the form of A2 posters. Targeting students they will get pinned on walls around Nottingham Trent University in places such as such the student shop, gym and Waverley. These are locations where students are most likely to acknowledge the posters. There will also be smaller A6 posters in plastic frames on desks around the library. A large majority of students spend most of their time there so having a poster eye level to them working means they cannot be missed.

RE: PLACE VEGAN CAFE Food/Beverages RE: PLACE uses locally sourced fresh ingredients to make tasty vegan recipes

See All

RE: PLACE Get excited! A new pop-up vegan cafe is coming to Nottingham, UK.

Fig 35, RE: Place facebook mockup, 2013.

GUERRILLA MARKETING

Fig 37, RE: Place sticker on lamppost, 2013.

Fig 36, RE: Place guerrilla sticker, 2013.

Fig 38, St Werburghs sticker, 2010.

Information regarding the cafe coming to Nottingham will be distributed mainly online through digital platforms because information can be quickly updated. re: place will be advertised on the Nottingham Students Union website and social media pages along with websites based solely on Nottingham which advertises events that are up and coming. For example websites such as: www.thisisnottingham.co.uk, http://www.itsinnottingham.com/ and http://www.leftlion.co.uk. It will be promoted on their sponsorships digital platforms. Alpro will release a press release on their website two weeks before the arrival of re: place, giving details about what is expected from the pop-up cafe. It will also be advertised on their social media pages as these will be frequently updated to give consumers the whereabouts of the cafe and a countdown to the number of days before its arrival.

Fig 39, RE: Place promotional poster, 2013.

POSTER

23 sep 2013

As a pioneer in blant-based food, Alpro is now sponsoring a pop up vegan cafe.

re: place a rustic, handcrafted cafe that offers a vegan only menu. It is an experiential pop-up cafe that has based itself in vacant spaces on the British high street, moving around different locations of the UK starting in Nottingham. The launch of the cafe will take place on October 7th with the aim of providing students with fulfilling and nutritional meals that can fit in seamlessly with their current diet. Locating itself in a bright and airy vacant shop it is positioned on Shakespeare Street, a two minute walk from Nottingham Trent University. The launch will take place from 11am-6pm, when entering consumers will be offered free food and drink of their choice. There will be staff walking around the cafe offering free tasters of food which will have been made from raw, fresh ingredients and some Alpro products. Consumers can have real interaction and talk to the staff to learn more about the variation of a vegan diet. re: place will offer students vegan meals highlighting the health benefits and easiness of a vegan diet. “A vegetarian diet reduces heart disease risk by up to a third” re:place will have an organic, up-cycled designed shop alongside the cafe so that consumers can purchase products that may have been used in the cafes dining menu. This allows consumers to incorporate products into making meals at home and experience re:place elsewhere. re: place will stay in Nottingham for two weeks before moving on to its next location. The cafe aims to change people’s perception of veganism and encourage the use of vacant space to create an experience for consumers and bring the community together. Ends

Fig 40, Alpro webiste mockup, 2013.

12. 2 DURING THE EVENT There will be a launch event taking place for the opening of re: place on 7th October 2013. The cafe will open on this date because it is two weeks after the 2013/14 term starts and freshers will have moved in and had their welcome week. Therefore the initial excitement of staying on university campus will be dying down as students begin to venture into the city. Being located two minutes away from the university the majority of students will have seen the early promotion weeks before the opening of the cafe. On entering the cafe everyone will be provided with a free coffee or glass of freshly squeezed juice of their choice. Walking around the cafe will be staff offering free samples of food so that consumers can try before they buy. Allowing consumers to engage with the staff and talk about veganism in order to learn new things. re: place is targeting students and therefore the cafe will provide them with 10% discount cards that they are able to use on their first visit to the cafe. This is an incentive for them to go back to the cafe because offering students promotions and discounts is vital as â&#x20AC;&#x2DC;one in six spend their student loan in the first monthâ&#x20AC;&#x2122; (Marszal, 2012: Online) of attending university. If consumers are too rushed to relax and take in the environment of the cafe they can purchase products from the connected shop.

Fig 41, Coffee, 2013.

RE: PLACE VEGAN CAFE

12. 3 AFTER THE EVENT Re: place will stay in Nottingham for two weeks before it moves on to its next location. It will move on to Birmingham University and launch its opening on 21st October. This is because their term starts on 30th September which allows three weeks promotion for the cafe to be advertised.

To ensure that consumers from Nottingham are aware of its current location, its social media pages will highlight its journey and every move. Its online presence will carry on engaging consumers through beneficial information for example recipes, cooking tips, cookbooks, tv shows and restaurants that all relate to a vegan diet. This will be to ensure re: place does not lose or isolate its old consumers but instead build a strong consumer following.

@RE:PLACEoffical

Tweet to RE:PLACE Vegan Cafe @RE:PLACEofficial

A pop -up vegan cafe that aims to provide fulfilling, nutr itional and tast y meals. www.replacevegancafe.com

RE: PLACE VEGAN CAFE @RE:PLACEofficial Had the most successful 2 weeks in Nottingham but where to next..

RE: PLACE VEGAN CAFE @RE:PLACEofficial 1d RE:PLACE is on is now on the move, could it be coming to a location near you? RE: PLACE VEGAN CAFE @RE:PLACEofficial I can announce that RE: PLACE will next be stopping at Birmingham University!

Fig 42, RE: Plave twitter page, 2013.

FU T U RE R EC OM ME NDAT ION S 13.

The future of re: place will depend upon the success of its sales and impact it has on consumers. The pop-up cafe will travel to different university cities across the UK in order to make an impact on students and their knowledge of veganism. This will be to ensure that consumers talk about re: place, its offerings and where it is located which will generate word of mouth again.

If re: place sits well in the food market and the demand for home cooked, locally sourced products remains then there will be a future opportunity for re: place to become permanent. Taking advantage of the empty shop space in one of the city’s worst hit after recession, re: place could change from a pop-up to become a physical store. Measuring the success of re: place will be done by looking at the increase in number of Facebook and Twitter followers after the pop-up event has been. With the hope that the more universities visited the bigger the number of followers they will get. As well as looking at how people are engaging with and talking about the brand online. Counting the number of people attending the pop-up launch event will provide a way of seeing if the cafes advertisement is working to its best ability, and if not RE: think of a way to change and target the consumers better. Looking at the number of products sold in the shop will also be a way of managing how well re: place is doing.

14.

C ONCLUSION

The impact empty shops are having on the retail industry and community has already been addressed with some issues being tackled whilst a lot are still unresolved. The impact food has on the industry is apparent and will not die out in the media but become a bigger and hotter topic. The future of the food industry is looking to change due to the impact of the horsemeat scandal as more consumers have turned to an ‘interest in foods of local, regional and British origin’ (Mintel Provenance in Food and Drink, 2013: Online) providing an incentive for retailers to emphasise the provenance of their food so that consumers can trust what they are buying into.

In conclusion this report has raised awareness and tried to tackle the current issues effecting the high street and food industry by creating re: place, a pop-up vegan cafe. The concept of the cafe, its branding and communication will hopefully change the way people perceive veganism. With hope that veganism will enter a norm where by people will stop viewing it as a fault on the diet and the‘74.3% of media coverage being negative’ (Conciousvegan, 2012: Online) will change and become more positive. Whilst at the same time making use of empty space on the high street the operation of the cafe will change the way people view the high street in order for it to become a hub of the community and a place that people will want to talk about and be a part of.

L IST OF ILLUSTR ATIONS 15.

Fig 1, 2013. Barltrop, J., Nottingham habitat [own photography].

Fig 2, 2013. Barltrop, J., Pop up inforgraphic [photoshop visual].

Fig 3, 2013. Barltrop, J., Methodology table [table].

Fig 4, 2013. Barltrop, J., Nottingham empty shop [own photography].

Fig 5, 2013. Dominoes., Blockbuster. Gizmodo [online]. Available at: http://www.gizmodo.co.uk/2013/01/blockbuster-and-the-high-street-where-did-it-all-go-wrong/ [Accessed 5 May 2013].

Fig 6, 2012. Mary Portas. Loveyourlocalmarket [online]. Available at: http://loveyourlocalmarket.org.uk/the-mary-portas-review-on-high-streets/ [Accessed 5 May 2013]

Fig 7, 2013. Selfridges., V&A Shop. Selfridges [online]. Available at: http://style.selfridges.com/whatsin/david-bowie-is-all-yours [Accessed 6 May 2013].

Fig 8, 2013. Selfridges., Illamasqua. Selfridges [online]. Available at: http://style.selfridges.com/whatsin/david-bowie-is-all-yours [Accessed 6 May 2013]. Fig 9, 2012. Sidhu, R., Boxpark. HUH [online]. Available at: http://www.huhmagazine.co.uk/3089/boxpark-shoreditch [Accessed 6 May 2013].

Fig 10, 2012. Bluebird Tea & Co., Bluebird logo. Facebook [online]. Available at: https://www.facebook.com/photo.php?fbid=455396437822845&set=pb.447249995304156.2207520000.1367958367.&type=3&theater [Accessed 6 May 2013].

Fig 20, 2013. Clouston, A., Free-from ingredients. Instagram [online]. Available at: http://instagram.com/mrclouston [Accessed 4 May 2013]. Fig 21, 2013. Clouston, A., Free-from meal. Instagram [online]. Available at: http://instagram.com/mrclouston [Accessed 4 May 2013]. Fig 22, 2013. Barltrop, J., Brand matrix [photoshop visual].

Fig 23, 2013. Barltrop, J., SWOT [photoshop visual].

Fig 24, 2013. Barltrop, J., RE: Place store [own photography].

Fig 25, 2013, Barltrop, J., Shakespeare street [own photography].

Fig 26, 2013, Barltrop, J., Tomatoes [own photography].

Fig 27, 2013, Barltrop, J., Red onions [own photography].

Fig 28, 2013. Barltrop, J., RE: Place bag mockup. [photoshop visual]. Available at: http://www.qispackaging.com.au/Product/brown-paper-bags [Accessed 6 May 2013]. Fig 29, Barltrop, J., RE: Place bottle mockup. [photoshop visual]. Available at: http://pinterest.com/pin/1829656071456938/s [Accessed 6 May 2013]. Fig 30, 2013, Barltrop, J., RE: Place coffee stand [own photography].

Fig 31, 2013, Barltrop, J., RE: Place brownies [own photography].

Fig 32, 2013. Barltrop, J., Re:Place website homepage [photoshop visual].

Fig 33, 2013. Barltrop, J., Re:Place website menu [photoshop visual].

Fig 34, 2013. Barltrop, J., Re:Place twitter mockup [photoshop visual].

Fig 35, 2013. Barltrop, J., Re:Place facebook mockup [photoshop visual].

Fig 11, 2013. Barltrop, J., Nottingham high streets [own photography].

Fig 36, 2013. Barltrop, J., Re:Place guerrilla sticker [photoshop visual].

Fig 13, 2013. Barltrop, J., Alpro infographic [photoshop visual].

Fig 38, 2010. LOVE, C., St Werburghs sticker. Bristolstreetart [online]. Available at: http://www.bristolstreet-art.co.uk/category/sticker-street-art/photo/chiba-love-sticker [Accessed 5 May 2013].

Fig 12, 2013. Alpro., #deskfest breakfast. Pinterest [online]. Available at: http://pinterest.com/pin/409264684857535522/ [Accessed 7 May 2013]. Fig 14, 2013. Barltrop, J., Alpro social media [screenshot/ photoshop visual]. Fig 15, 2013. Barltrop, J., Restaurant infographic [photoshop visual].

Fig 16, 2013. Clouston, A., Meat ingredients. Instagram [online]. Available at: http://instagram.com/mrclouston [Accessed 4 May 2013].

Fig 17, 2013. Clouston, A., Meat meal. Instagram [online]. Available at: http://instagram.com/mrclouston [Accessed 4 May 2013].

Fig 19, 2013. Clouston, A., Nuts. Instagram [online]. Available at: http://instagram.com/mrclouston [Accessed 4 May 2013].

Fig 18, 2013. Clouston, A., Vegan meal. Instagram [online]. Available at: http://instagram.com/mrclouston [Accessed 4 May 2013].

Fig 37, 2013. Barltrop, J., Re:Place sticker on lamppost [photoshop visual]. Available at: http://interiorcrisp.blogspot.fr/ [Accessed 5 May 2013].

Fig 39, 2013. Barltrop, J., Re:Place promotional poster [photoshop visual].

Fig 40, 2013. Barltrop, J., Alpro website mockup [photoshop visual].

Fig 41, 2013. KINFOLK, Coffee. Kinfolk [online]. Available at: http://www.kinfolkmag.com/gallery/volume-one/ [Accessed 5 May 2013]. Fig 42, 2013. Barltrop, J., Re:Place twitter page [photoshop visual]. Fig 43, 2013. Barltrop, J., Plums [own photography].

16.

REFERE NCE L I ST

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LAW, P., 2013. High street battling the ‘perfect storm’, retail experts warn [online]. Available at: http://www.walesonline.co.uk/news/wales-news/2013/04/03/high-streets-battling-theperfect-storm-as-empty-shops-double-on-cardiff-s-st-mary-street-91466-33106365/ [Accessed 4 April 2013]. LEE, A., 2013. Can the pop-up shop save our struggling high streets? [online]. Available at: http://www.express.co.uk/news/uk/383907/Can-the-pop-up-shop-save-our-struggling-highstreets [Accessed 21 March 2013]. LEFTLION, 2013. Community [online]. Available at: http://www.leftlion.co.uk/community/ [Accessed 18 March 2013].

LEIGH, I., 2013. How to go vegan- in seven easy steps. Huffington Post [online], 17 January. Available at: http://www.huffingtonpost.co.uk/india-leigh/how-to-go-vegan-in-seven-easysteps_b_2485682.html [Accessed 17 March 2013].

LEVINSON, JC., 2013. What is guerrilla marketing? [online]. Available at: http://www.creativeguerrillamarketing.com/what-is-guerrilla-marketing/ [Accessed 7 May 2013].

LONDON, B., 2013. The NO CALORIE restaurant where you burn off the carbs before bed. The DailyMail [online], 8 March. Available at: http://www.dailymail.co.uk/femail/article2290111/The-NO-CALORIE-restaurant-burn-carbs-bed.html [Accessed 9 March 2013].

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MCQUAID, D., 2012. Olympics games makers and why students perhaps aren’t as lazy as we think. The Independent [online], 30 June. Available at: http://blogs.independent.co.uk/2012/06/30/olympics-games-makers-and-why-studentsperhaps-arent-as-lazy-as-we-think/ [Accessed 25 April 2013].

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PORTAS, M., 2011. The Portas Review [online]. Available at: http://www.bis.gov.uk/assets/biscore/business-sectors/docs/p/11-1434-portas-reviewfuture-of-high-streets.pdf [Accessed 3 March 2013]. PORTAS, M., 2013. The Portas Pilots [online]. Available at: http://www.maryportas.com/portaspilots/ [Accessed 3 March 2013].

PORTAS, M., 2011. The portas review [online]. Available at: http://www.maryportas.com/wpcontent/uploads/The_Portas_Review.pdf) [Accessed 5 March 2013]. RICHARD, 2012. Provamel taster day sell out! [online]. Available at: http://www.thenaturalway.co.uk/provamel-taster-day-sell-out/ [Accessed 21 March 2013]. ROSS, C., 2013. Symbiotic Mall, Boxpark shipped off to Amsterdam [online]. Available at: https://www.lsnglobal.com/seed/view/6919 [Accessed 2 March 2013]. 108

RUDDICK, G., 2013. If the coalition wants to save the high street it must rethink business rates. The Telegraph [online], 28 February. Available at: http://www.telegraph.co.uk/finance/comment/9900522/If-the-Coalition-wants-to-save-thehigh-street-it-must-rethink-business-rates.html [Accessed 2 March 2013]. RYAN, J., 2013. Store gallery: new h&m format & other stores opens on regent street [online]. Available at: http://www.retail-week.com/stores/store-gallery-new-hm-format-and-otherstories-opens-on-regent-street/5047091.article?blocktitle=Fashion&contentID=11086# [Accessed 9 March 2013]. SAREEN, A., 2013. Interest in vegan diets on the ride: google trends notes publicâ&#x20AC;&#x2122;s increased curiosity in veganism. Huffpost [online], 4 March. Available at: http://www.huffingtonpost.com/2013/04/02/interest-in-vegan-diets-on-therise_n_3003221.html [Accessed 16 April 2013].

SATLER, J., 2012. Word of mouth: hubbub, home delivery goes local. The Telegraph [online], 14 November. Available at: http://www.telegraph.co.uk/foodanddrink/9677952/Word-of-mouthHubbub-home-delivery-goes-local.html [Accessed 10 March 2013]. SEEFELD, S., 2013. Vegan fast food restaurant [online]. Available at: http://www.behance.net/gallery/Vegan-fast-food-restaurant/6307349 [Accessed 18 March 2013].

SENOGLES, H., 2013. Pop-up shop offers art opportunities [online]. Available at: http://www.northamptonchron.co.uk/lifestyle/arts/pop-up-shop-offers-art-opportunities-14881509 [Accessed 10 March 2013].

SHEARMAN, S., 2012. House of Holland opens pop-up eBay shop for London fashion week [online]. Available at: http://www.marketingmagazine.co.uk/news/1149408/House-Holland-openspop-up-eBay-shop-London-Fashion-Week/ [Accessed 5 March 2013]. SHOCKER, S., 2012. Pop-up shops spreading across UK [online]. Available at: http://www.bbc.co.uk/news/uk-england-20768213 [Accessed 6 March 2013].

SIMONSON, R., 2013. Pine box rock shop [online]. Available at: http://www.nytimes.com/2013/03/14/fashion/the-pine-box-rock-shop-a-vegan-bar-inbushwick-brooklyn-boite.html?ref=veganism&_r=0 [Accessed 16 March 2013].

SLOWFOODUK, 2013. Pairing wine and food [online]. Available at: https://www.facebook.com/photo.php?fbid=305389752897133&set=a.261873110582131.39 566.250369525065823&type=1&theater [Accessed 21 March 2013]. SMITH, P., 2012. Alpro soya experiential sampling tour [online]. Available at: http://www.idexperiential.co.uk/news/AlprosoyaExperientialSamplingTour [Accessed 15 March 2013]. SNOAD, L., 2011. Specialist diets become part of healthy lifestyle [online]. Available at: http://www.marketingweek.co.uk/specialist-diets-become-part-of-healthylifestyle/3032733.article [Accessed 15 March 2013].

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SWINFORD, S., 2013. Horsemeat scandal: three more British suppliers raided. The Telegraph [online], 15 February. http://www.telegraph.co.uk/foodanddrink/foodanddrinknews/9873209/Horsemeat-scandalthree-more-British-suppliers-raided.html [Accessed 10 March 2013]. TASH, 2013. Home [online]. Available at: http://www.honestlyhealthyfood.com/ [Accessed 17 March 2013]. TASTEFESTIVALS, 2013. What [online]. Available at: http://www.thelabevent.co.uk/what/ [Accessed 6 April 2013].

TAYLOR, T., AND WINKELS, R., 2013. Pop-up shops give an outlet to young designers [online]. Available at: http://thinkgreenfashion.com/2013/03/25/pop-up-shops-give-an-outlet-toyoung-designers/ [Accesses 4 March 2013].

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A PPE N DI X

18.1 DECLARATION FORM

School of Art & Design

fcp3

Declaration Form 2012/13 Module: Negotiated Project Stage 2 Module Leader: Matt Gill Ref. no: FASH30002

I confirm that this work has gained ethical approval and that I have faithfully observed the terms of the approval in the conduct of this project.

This submission is the result of my own work. All help and advice other than that received from tutors has been acknowledged and primary and secondary sources of information have been properly attributed. Should this statement prove to be untrue I recognise the right and duty of the board of examiners to recommend what action should be taken in line with the University’s regulations on assessment contained in its handbook. signed .................................................................................................................... date .......................................................................................................................

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Nottingham Trent University School of Art and Design Ethical Clearance Checklist for individual student projects To be completed by the student for an individual project that involves the collection of primary data this includes images, drawings, photographs, questionnaires and interviews. Please complete this document following the guidance in the School of Art and Design Ethical Guidelines and Framework for Research and Practice Undertaken by Students. Section A: About the research Name:

18.3 ONLINE SURVEY

Programme of Study: Module Title and Reference Number: Name of module leader/supervisor responsible for the management of the project Duration of project Project title Section B: Training and experience Have you had previous experience of or been trained in the methods employed to collect data, and/or yes discussed with your supervisor?

Have you been informed, given guidance, had issues outlined in relation to research ethics and yes consideration in relation to your project? Section C: Methodology/Practice/Procedures

Does your proposed study involve procedures which are likely to cause physical, psychological, social or yes emotional distress to participants or yourself?

Does your proposed study involve the use of hazardous materials, other than those currently covered by yes the School Health and Safety procedures? Section D: Ethical checklist

Does your project involve observing/questioning/the use of people in any way? Yes

Please complete the remainder of the form

Go straight to Compliance with ethical principles and Declaration

Does your study involve vulnerable participants as described in the Student Ethical Toolkit?

yes

n/a

Does your study involve observation and/or recording of identifiable participants without their knowledge? yes

n/a

Will participants give informed consent freely and be fully informed of the study and of the use of any yes data collected?

n/a

Will participants be informed of their right to withdraw from the study?

yes

n/a

Will all information on participants be treated as confidential and not identifiable unless agreed otherwise yes in advance and subject to legal requirements?

n/a

Will any recordings of participants be securely kept and not released for use by third parties?

yes

n/a

Will storage data comply with the Data Protection Act 1998?

yes

n/a

If you have selected an answer shaded in grey, you must submit a full application to the Subject REC or modify the project. A full submission to the Subject PREC comprises of: this form, a project proposal, an additional statement of up to 500 words outlining the ethical issues raised by the project and the proposed approach to deal with these.

Compliance with Ethical Principles If you have completed the checklist to the best of your knowledge without selecting an answer shaded in grey, the research is deemed to conform with the ethical checkpoints and you do not need to seek formal approval from the Subject PREC. Please sign the declaration below, and lodge the completed checklist with your supervisor.

Declaration I have read the Ethical Guidelines and Framework for Research and Practice Undertaken by Students. I confirm that the above named investigation complies with published codes of conduct, ethical principles and guidelines of professional bodies associated with the research discipline. Name of student: ………………………………………………………………………………

Signature of student …………………………………………………………………………...

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Signature of supervisor/ moodule leader ..................................................................................

Date ......................................................................

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ARE YOU MALE OR FEMALE?

DO YOU FEEL EMPTY SHOP SPACE IS AN ISSUE THAT NEEDS TO BE TACKLED?

MALE/ 87

FEMALE/ 42

YES/ 55 NO/ 7

WHICH CATEGORY BELOW INCLUDES YOUR AGE?

IF YES WHY? Destroying local communities

17-/ 0

Unattractive and could be used for other things/ space

18-24/ 48 25-34/ 3

DO YOU NOTICE THE AMOUNT OF EMPTY SHOPS/ RESTAURANTS ON THE HIGH STREET? YES/ 47 NO/ 1

35-44/ 1 45-60/ 0 61+/ 0

Waste of money and kills shopping areas

HAVE YOU EVER BEEN TO A POP-UP SHOP BEFORE?

Our physical high street is moving to the online world and it would be nice to maintain the real life highstreet as a destination for shopping.

YES/ 32 NO/ 29

SOMETIMES/ 14

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18.4 POSTERS

IF YES, WHAT WAS IT? WHERE WAS IT? Chanel- Covent Garden, London Boxpark- Shoreditch, London Clothing- Brick Lane, London

Yala Yala Restaurant- London Nike Innovation- Selfridges

IF YOU COULD CREATE A POP-UP SHOP/ RESTAURANT/ EVENT WHAT WOULD IT BE/ SELL/ FEATURE? It would be the tea version of Costa

A combination of food and products to purchase and a positive atmosphere

WHAT DO YOU FEEL NOTTINGHAM HIGH STREETS ARE MISSING? Cafe’s/ deli’s

A pop up restaurant with either amazing health food or a bakery Fast healthy food for gym goers

Social places to gather

Young, interior items for uni students

There’s no cheap food produce like market stalls in the city centre, only well-known supermarkets

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18.5 NOTTINGHAM: EMPTY SHOPS

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18.6 INTERVIEW: BEN MANAGER AT ALLEY CAFE 1. Describe the cafe in three words 2. What were your reasons for opening up a vegan cafe? 3. Who is your main consumer? 4. What food/ drink product is sold the most of the menu? 5. What vegan food brands do you use in the cafe? 6. Do you feel there is a gap in the market for more vegan cafes/ restaurants to open up?

18.7 EMAIL INTERVIEW: PHIL HATHER From: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Subject: Final Year Project Date: 18/03/2013 12:07 To: Phil Lather <philhather@gmail.com> Hi Phil,

Thank you for letting me email you with regards to your vegan diet. I just have a few questions to ask you, and would be grateful if you could answer them in as much detail as possible. 1. How long have you been a vegan for?

2. What were your reasons for going vegan?

3. Do you find it difficult to stick to a vegan diet?

4. Do you feel the supermarkets cater well enough for your diet? 5. What food brands do you suggest are best for a vegan diet?

6. Do you feel there are enough cafes/ restaurants that sell only vegan food? -if yes, where are they and what are they called? -if no, where would you like to see one? And what would you like it to sell? I look forward to hearing from you with your responses, Jade Barltrop

From: Phil Lather <philhather@gmail.com> Subject: Final Year Project Date: 26/03/2013 13:44 To: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk>

Hi Jade, Sorry itâ&#x20AC;&#x2122;s taken me so long to reply, I hope Iâ&#x20AC;&#x2122;m not too late to help you out!

1) I have been vegan for just over 2 years. I was raised vegetarian and made the transition when I was 18 2) I went vegan because I realised that the dairy/egg industry is for the most part just as cruel as the meat industry. I am an animal lover and had to face up to the fact that by consuming any animal products I am responsible for the suffering of animals.

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3) No, not really as far as my diet is concerned. However, there are animal products in SO many things other than what you’d expect - for example, tattoo ink, a certain type of glue that is very common in binding books, and camera film. It is generally accepted that it would be near impossible to eradicate all animal products from your lifestyle in society as it is right now, so the aim of a vegan diet is to greatly reduce the amount you consume. 4) As long as you know what to look for, most supermarkets cater quite well for vegans. There are so staples that you can get everywhere (e.g. Lentils & chickpeas) and most major supermarkets also offer vegan meat alternatives. You probably know by now that Quorn isn’t vegan, it contains eggs. However, a lot of Linda McCartney food - sausages, burgers etc, is vegan, Asda do their own brand vegan chicken pieces, Tesco have just recently started doing ‘Free-from’ cheese that’s vegan and various other brands that cater for vegans 5) I think Shannon has probably forwarded you the list I sent her but I will reel off a few that come to mind anyway Alpro Provamel Vegetarians Choice Rice Dream Nakd Realeat Redwood Sheese Cheatin Pulsin Linda McCartney Cauldron Fry’s

From: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Subject: Final Year Project Date: 26/03/2013 14:01 To: Phil Lather <philhather@gmail.com> Hi Phil,

No not at all, thank you for getting back to me with your answers! I may have some more to ask you at a later date so will you just email you then if that is okay? Thanks, Jade

6) I live in Bristol which is particularly good for vegan food, there are only a handful of places which are completely vegan but a number of places that offer vegan options. Completely vegan Cafe Kino (tea, coffee , cakes, also cooked breakfast, ‘bacon’ sandwiches, other meals) - this one is my favourite place in Bristol Arc (tea and coffee but also a lot of more earthy foods, raw dishes and smoothies etc) Vegan options (There are countless, these are just a few favourites) Biblos (Greek) Royce Rolls (sandwiches, pasties, tea, coffee, cake) Moorish (Moroccan) Tampopo (Asian) Pepenero (Italian)

It might be worth noting that most places that are otherwise completely vegan cafes do keep cows milk for tea and coffee Hope this helps, just let me know if you need any more info, I am happy to help! Phil 126

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18.8 EMAIL INTERVIEW: NICOLA BARLTROP

From: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Subject: Final Year Project Date: 18/03/2013 12:12 To: Nicola Barltrop <nbarltrop@yahoo.com> Hi Nicky,

Thank you for allowing me to ask you some questions with regards to when you underwent a vegan diet. Please can you answer them in as much detail as possible. 1. How long were you a vegan for?

2. What were your reasons for going vegan?

3. Did you find it difficult to stick to a vegan diet?

4. Do you feel the supermarkets cater well enough for a vegan diet? 5. What food brands do you suggest are best for a vegan diet?

From: Nicola Barltrop <nbarltrop@yahoo.com> Subject: Final Year Project Date: 10/04/2013 13:34 To: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> 1. How long were you a vegan for?

I was mostly vegetarian for over 10 years. I went vegan several times during this period for a few months at a time.

3. Did you find it difficult to stick to a vegan diet?

Yes and no. It can be fairly easy if you eat well but at the same time I would miss things like cheese 4. Do you feel the supermarkets cater well enough for a vegan diet?

Obviously there are plenty of fresh products available and the range of pulses and grains are always expanding but in terms of ready meals then no (although that’s no bad thing...) 5. What food brands do you suggest are best for a vegan diet?

I used to like cauldron.

6. Do you feel there are enough cafes/ restaurants that sell only vegan food? No but it is such a specific niche market I can’t expect they would do well....

-if yes, where are they and what are they called? -if no, where would you like to see one? And what would you like it to sell? I think vegan food trucks would be great; they could use social media to track down the best market and head to that area at a set time. I love ethnic vegan food - Indian and japanese cuisines especially Hope this is ok?

From: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Subject: Final Year Project Date: 10/04/2013 14:19 To: Nicola Barltrop <nbarltrop@yahoo.com> Hi Nicky,

That’s fab. Thank you for answering those question for me. I will email you again if I have anymore, I hope that is okay? Jade

2. What were your reasons for going vegan?

Whilst I was used to not eating meat, I used to suddenly get a bit freaked out about what I was eating (eggs, milk etc) and do would stop for a while until I felt the need to eat animal products again. 128

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18.9 EMAIL INTERVIEW: TANYA BRAUN (ALPRO)

From: Tanya Braun <tanya@rt-com.com> Subject: Alpro Team Date: 14/03/2013 17:12 To: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Hi Jade,

Hope you are well. Thank you for your message on twitter.

Could you tell us a bit more about what you are hoping we can help you with? From your initial message we think that perhaps our sister company Provamel will be better suited to your venture? Either way, please reply to me as I deal with queries for both! Thank you, Tanya

From: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Subject: AlproTeam Date: 14/03/2013 18:28 To: Tanya Braun <tanya@rt-com.com> Hi Tanya,

I am a final year Fashion Communication and Promotion student at Nottingham Trent University and I am currently working on my final project for my degree. In this project, I am attempting to overcome the stigma attached to veganism amongst all sections of the community, but primarily students.

I have found that many believe that substituting their usual products for vegan alternatives would have negative effects on the taste and value for money they usually enjoy. However, I believe that is not the case and I am sure you agree. I plan to tackle these misconceptions in my project by proposing to set up a vegan café in Nottingham city centre that promotes vegan products, but simultaneously does not preach, lecture or force anyone to become a vegan. My main aim is to show that veganism is a healthy option that does not sacrifice taste or value.

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I envisage that the cafe will sell vegan drinks, snacks and meals as well as small selection of vegan groceries, so visitors are able to take away the ingredients required to replicate the recipes made in the cafe. I would really love to be able to set up this café in association with Alpro - a vegan brand that many students still don’t engage with, despite the health benefits it brings. Although this relationship could just be hypothetical, it would be great if I was able to have some communication with you, and to receive some feedback on my idea. Working directly with a brand would be hugely beneficial to the outcomes of my project and therefore, if you had any guidance or advice to give me, it would be greatly appreciated. I look forward to hearing from you. Yours sincerely, Jade Barltrop

From: Tanya Braun <tanya@rt-com.com> Subject: Alpro Team Date: 20/03/2013 10:38 To: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Hi Jade,

Thanks so much for getting in touch.

Would you be interested in Provamel products at all? We have a monthly sample giveaway for Provamel and I know that we could get some out to you to help with your vegan café. I will check with my Alpro colleagues to see if this is possible from an Alpro point of view but I can not be sure on this one. Please let me know your thoughts. Kind regards, Tanya

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18.10 COMPETITORS: NORTHERN VEGAN FESTIVAL

From: Jade Barltrop <jade.barltrop2010@my.ntu.ac.uk> Subject: Alpro Team Date: 20/03/2013 13:21 To: Tanya Braun <tanya@rt-com.com> Hi Tanya,

Thank you for getting back to me.

Yes I would be interested, that sounds like a really exciting opportunity. If the event was to happen, I may potentially approach a vegan cafe in Nottingham to see if they would work along side you in this event.

Please do keep me informed and let me know when you hear back from Alpro, as they would be the ideal brand I would initially choose however if there not available, Provamel would be just as exciting. If I donâ&#x20AC;&#x2122;t hear from you by the end of the week, I will be in touch on Monday to see if you have heard anything. Thank you again. Yours Sincerely, Jade Barltrop

Tea jamboree

Mistryâ&#x20AC;&#x2122;s indian restaurant Vegusto

Vrevolution

Happy herbi The Kitchen Ms Cupcake

Captain cakeman

Mr Popples chocolate Koko

Sweet Mandarin Pudology

That old chestnut My cupcakes

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School of Art & Design

fcp3

18.11

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 21/2/13 Name : Jade Barltrop

School of Art & Design

fcp3

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

-mind map of initial ideas -tutorial record sheets

-module guide

Feedback from session:

-create a catergram to help with ideas -look at current trends and consumer behaviour -start primary research -look at cultural calendar

Tasks for next session:

-help give others ideas -start online portfolio -condense idea into one sentence

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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Tutorial Record Sheet 2012/13

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 28/2/13 Name : Jade Barltrop

-project proposal form

-consumerology- trends -wgsn, stylus, stylesight-why now? -gladwell tipping point-academic theory

Feedback from session:

-only collaborate if appropriate -use own imagery where possible -say why something is relevant -always proof read -innovative case studies

Tasks for next session:

-informal presentation -areas I need to look into

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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School of Art & Design

fcp3

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 7/3/13 Name : Jade Barltrop

Tutorial / Seminar Record Sheet Work to bring / prepare for session: -trs to sign -critical path

Learning issues to discuss in session: -when should the event take place? -marking and learning outcomes?

Feedback from session:

-market square, Nottingham- 24 hour fashion event -kiosk, Sherwood- pop up cafĂŠ -think/ ask photography students looking for space

Tasks for next session:

-pin photos on pinterest -critical path -choose business/ collaboration

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

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Signed (student)

Tutorial Record Sheet 2012/13

School of Art & Design

fcp3

Tutorial Record Sheet 2012/13

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 14/3/13 Name : Jade Barltrop

Tutorial / Seminar Record Sheet Work to bring / prepare for session: -trs to sign -report structure

Learning issues to discuss in session:

-go over critical path -does it have to be real or can it be a hypothetical event?

Feedback from session:

-research- reasons for it/ the demand for it -choose a brand- make more personal -look at peter jones the md of Innocent

Tasks for next session:

-choose a brand/ cafĂŠ to help with the use of visuals -come up with the big idea

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

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School of Art & Design

fcp3

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 11/4/13 Name : Jade Barltrop

School of Art & Design

fcp3

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

-report structure -know of visual outcomes

-how to split the report up? -mark scheme different to stage 1?

Feedback from session:

-report: convincing pitch to a viable proposition -business idea- how going to work? -methods of display for exhibion

Tasks for next session:

-presentation -list of things missing from report -report structure if changed -redefine critical path

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

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Tutorial Record Sheet 2012/13

Signed (student)

Tutorial Record Sheet 2012/13

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 18/4/13 Name : Jade Barltrop

-presentation -critical path

-not sure on where to put my consumer

Feedback from session:

-executions: -digital platforms -launch- date timely to Nottingham -promote on sponsor website -promote in student places -where would cafĂŠ move to next? Tasks for next session:

-email angi bibliography -bring report structure to next week

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

139

School of Art & Design

fcp3

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 25/4/13 Name : Jade Barltrop

School of Art & Design

fcp3

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

-report structure

-SWOT before 4Ps? -big idea sound right in context? Come to early? Creative idea before target consumer? -visual outcomes split up is that okay?

Feedback from session:

-rational idea pitching at students -reword big idea -are competitors mentioned throughout?

Tasks for next session:

-carry on writing report -come with visuals

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

140

Tutorial Record Sheet 2012/13

Signed (student)

Tutorial Record Sheet 2012/13

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 7/5/13 Name : Jade Barltrop

-visuals

-different fonts does it matter -visuals included in report or separate document?

Feedback from session:

-research punk movement -visual research valid enough? -looked into enough cultural trends?

Tasks for next session: -poster ideas

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor) Signed (student)

141

School of Art & Design

fcp3

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 9/5/13 Name : Jade Barltrop

School of Art & Design

fcp3

Tutorial / Seminar Record Sheet Work to bring / prepare for session:

Learning issues to discuss in session:

Feedback from session:

Tasks for next session:

Please indicate progress to hand in (1 = Not ready / 5 = Ready and Prepared) 1 2 3 4 5 Signed (Tutor)

-not sure on what to include on poster

-does everything need a figure reference? -exhibition ideas- slate? Visit a garden centre

-mock up ideas for poster

Signed (student)

Tutorial Record Sheet 2012/13

Module: Research Project Stage 2 Ref. no: FASH30002 Date: 16/5/13 Name : Jade Barltrop

Tutorial / Seminar Record Sheet Work to bring / prepare for session: -visuals -report

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Tutorial Record Sheet 2012/13

-poster ideas

-how much needs to go on the poster? Donâ&#x20AC;&#x2122;t want to be repeating the body of work I have already done

-showcase your best work -think about how you can promote yourself -how are you going to visualize your work in the exhibition

-hand in report and visuals that go with it

Signed (student)

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18.12 CRITICAL PATH

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18.13 PINTEREST (COLLECTION OF IMAGE RESEARCH)

145

Jade Barltrop N0356527 FASH30002

Fig 43, Plums, 2013.

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