Testing the Hypothesis/ 7A

Hypothesis: Vegans and Vegetarians in Ocala are given few menu options by restaurants and no fully vegetarian restaurants exist at all because the niche has not yet been explored by entrepreneurs in this area.

Testing the Who: More and more people are choosing to eat a vegetarian or fully vegan diet. Whether they are concerned with the environment, animal’s rights or just want to eat healthier, there are more vegetarians than ever before. Ocala has a large group of people of all ages, races and religions who do not eat meat and more are being added to the group every day. 

Testing the What: This market is very new and growing quickly. There are needs for vegetarian restaurants all over the world.

Testing the Why: When vegetarian (especially vegans) go out with their friends to a restaurant in Ocala there are very few menu options that cater to their diets. Mexican, Asian and Indian restaurants are the safest place for vegetarians however they never really know for sure what is in their meals (such as lard being cooked with beans). Ocala needs a restaurant where vegans and vegetarians can safely order anything on the menu.

Interview #1: First I interviewed the owners of one of my favorite Asian markets. They explained to me that their market/café is a popular spot for vegans and vegetarians. At least once or twice a day, someone comes in asking for their special noodles, rice cakes, and sauces that are vegan. The owners have even considered opening a vegan restaurant here in town themselves! This tells me that there is a big opportunity here and sooner than later someone is going to notice and take it.

Interview #2: I spoke with a coworker who is very health conscious, but neither a vegetarian or vegan. He explained to me that even though he eats organic meat, he would love a vegetarian place here in Ocala to stop in for lunch. Most of his lunches are eaten on the road so avoiding fast food and unhealthy meals can be difficult. Sometimes he just chooses to bring a couple of snacks like nuts or crackers and skips lunch all together. He told me that just a place where he can pick up a veggie wrap and a big smoothie would be great!

Interview #3: This interviewee explained to me that in Orlando (where he lives) there are “hippie places” popping up all over the place that don’t serve meat or animal products. He would like to see a classier place where he would feel like he could fit in. He isn’t a committed vegetarian but tries to not eat so much processed and greasy food. If there was a restaurant in Ocala where he could grab a bite to eat and maybe drink a beer that would be awesome especially if it offered a nice environment.

Interview #4: My next interview is a vegan so she was speaking on her experience of going out to eat in Ocala. She explains that there is definitely a need for a vegetarian restaurant in Ocala but not just a vegetarian place, a healthy vegetarian place. You can find vegetarian food at other restaurants, but they are either not healthy or entirely too fattening. Trying to find food at other places that is both healthy and vegan is nearly impossible.  Sometimes if you get a salad, the salads are nothing but iceberg and little to no healthy toppings. Many people that are vegetarians end up over weight, because eating out is a must, but there is little to no option for a healthy vegetarian dish.

Interview #5: My last interview was with another vegan who runs a group on Facebook for vegans in Ocala. There are over 200 members where people can share information, recipes and meet other vegans. He absolutely thinks there is a need for a vegan restaurant in Ocala. He explained how people sometimes feel like the picky pain-in-the-butts at many restaurants asking for “no this, and extra this, and can you substitute this for that” it would be great to just have a place where you can order anything and know it’s safe. As a business man himself, he sees a huge opportunity for this type of venue and whoever opens one first one will have the business of all the vegans and vegetarians in Ocala.

Summary: During these interviews I took notice to many things. First, I noticed for non-vegans/vegetarians there is a clear “hippie” stereotype for those who choose not to eat meat or animal products. I think a vegetarian restaurant would be more successful in the area if they did not advertise as a “vegetarian” restaurant, but took on more of a “healthy” reputation. This would attract people who are not vegetarians and maybe even encourage them to drop the meat out of their diets once they see how great the food is! Also, I noticed that for vegans, there are basically NO healthy options at restaurants. Although people might assume they do, vegetarians do no enjoy eating bland foods with no flavor so a plate of iceberg just doesn’t cut it for most.