Vegans: the ultimate dietary fringe group.
In the US, they make up 0.5% of the population. Roughly 1M people, give or take.
So if you opened up a vegan restaurant in Des Moines, Iowa, you’d really have to convince those midwesterners that a dinner without meat even qualifies as a meal. It’s not a popular perspective.
But it is something that a small group of people are passionate about. Like Seth Godin says, people clump together.
Now, come to Santa Monica, California. Roughly 8.5 square miles, with only 92,000 people. Tiny by comparison. But a Google search shows there are no less than 30 all-vegan restaurants in this little beachside community.
You don’t have to convince anybody in Santa Monica that paying 2X more for organic is the way to go. We’re way ahead of you.
Where you gonna open your restaurant? Who do you want to reach?
Find your audience. Then marketing and selling becomes easy.