Restaurateur David Moore is launching the Bad Vegan delivery brand in the next few weeks to tap into new markets and future proof the business post-coronavirus.
"I want to trial it through the pandemic," said Moore, who writes a monthly column for The Caterer. "I don't see Pied a Terre's food being well received through home delivery, so we want to mix it up a bit, do something different and tap into new markets."
Bad Vegan will use Pied a Terre's kitchen and staff while the restaurant is shut, with a mix of vegan dishes and "naughty" non-vegan sides designed to appeal to families and couples with a mix of vegans and non-vegans.
"All vegan items will be in lovely green packaging, while all naughty add on dishes, like bonito flakes, poached egg or crispy bacon sprinkles will be in devil red packaging.
"We've always had an amazing vegetarian offer at Pied a Terre and for the past two and a half years have concentrated on vegan rather than just vegetarian. We get masses of vegans coming in, so we're targeting them during the pandemic with a new offer that might open doors when we come back.
"It's amazing to see non-vegans come to an expensive fine dining restaurant and try a vegan tasting menu. We pride ourselves on being able to deliver value for money on a £94 10-course completely vegan menu."
Moore says that if Bad Vegan is well received, he'll find a dedicated kitchen to run the delivery service from when Pied a Terre reopens.
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