Recently, Green Monday Group (hereinafter referred to as Green Monday), a plant-based catering group that operates the plant-based pork brand OmniPork, has opened two new "Green Common Green Doors" stores in Shanghai. This is also green Monday's latest store opening after opening its first store in the mainland a year ago.
Although the catering industry has generally been affected by the epidemic in the past year, this has not hindered Green Monday's layout and development in the mainland: not only did it launch plant-based seafood products in August this year, but also opened two new offline experience stores two months later. So, what are the new and store opening plans of this plant-based company that has attracted much industry attention? At what stage is the first factory in China currently under construction?
Let's take a look.
Shanghai again
According to reports, the two new stores of Lukemen are located in Qiantan Taikoo Li and Ruihong Tiandi Sun Palace Gate. "The location of the new store takes into account the preferences of the target population and also fits the tone of the brand." Yang Dawei, founder of Green Common, said.
Green Common Green Gate in Taikoo Li, Foreshore
Yang Dawei introduced: "Green Kemen's new store in Qiantan Taikoo Li is on the 4th floor of the mall, next to the Internet celebrity check-in point 'Sky Ring', and the store is surrounded by sports retail areas, which can attract sports enthusiasts to enter the store for consumption; while another new store is located in Ruihong Tiandi Sun Palace, the mall focuses on promoting green high-quality life, which coincides with the concept of Green Kemen."
It is understood that the area of the Qiantan Taikoo Li and Ruihong Tiandi Sun Palace stores is 298 square meters and 205 square meters respectively, and the seats are 72 and 59 respectively. Snack Generation noticed that both new stores adopt a new brand color - aqua green as the main color, with a warm sand color streamlined wall, creating an endless sense of space extension and creating a natural and comfortable atmosphere.
Ruihong Tiandi Sun Palace store
At the same time, the two new stores have continued the store form of Green Kemen that integrates supermarkets and restaurants, allowing customers not only to eat in the store, but also to buy products and cook themselves at home. It is reported that the brand will successively launch homemade vegan foods and snacks in the future.
In the above-mentioned retail areas, in addition to the supply of its own brand OMNI New Meat innovative plant-based products, there are dozens of third-party brand plant meat and plant milk products from all over the world, which are carefully collected by the Green Common team: such as the well-known brands Alpha Foods, Beyond Meat, Califia Farms Gare Pastoral, Gardein, Heura, Moving Mountains Foods and Unite, among others, as well as the newly introduced Minor Figures, a well-known British oat milk brand.
In-store retail area
New vegan menu
What is different from the previous store is that the new store has a new vegan beverage bar, and all drinks are brewed with pure plant-based ingredients, emphasizing "healthy low calorie".
According to reports, all kinds of green drinks in the vegan drink bar can be optionally added to the vegan milk cap. Different from the milk caps generally made of light cream on the market, Green Common Green Kemen specially uses oat milk and coconut cream to make vegan milk caps, which are "fragrant but not sticky, low sugar and light without burden".
At the same time, the new store is also focusing on the development of new vegetarian dishes to bring more surprises to guests.
Yang Dawei told The Snack Dai that the new store's menu will retain classic and popular dishes, while about 40% of the dishes are new, "The raw materials for plant-based cuisine are selected from OMNI's new meat-based plant-based protein meat products, including: OmniPork new meal meat, OmniPork Strip new meat shredded meat, OmniPork Luncheon new meal meat into the dish, and the recently launched plant-based seafood OmniSeafood new seafood series." ”
Interestingly, the new menu categorizes dishes and introduces a "fiber" menu for healthy beauty lovers, with each item being marked with a thoughtful signature. Ranging from 120-300 calories, each dish averages only about 200 calories. In order to keep everyone fresh, green common green doors change menus every quarter on average.
In the short term, two Green Common green doors have opened one after another, and Yang Dawei said: "We are pleased to see that sustainable living has developed rapidly in China in recent years and has received more and more attention. As an industry pioneer, With two of Shanghai's landmark malls, Ruihong Tiandi Sun Palace and Qiantan Taikoo Li, we are proud to continue to explore the potential of vegan cuisine and realize a new vision of gastronomy, innovation, sustainability, health and accessibility." ”
Layout new progress
At present, Green Common has thirteen stores around the world, including nine stores in Hong Kong, three stores in Shanghai and one store in Singapore. Next, Green Common plans to open stores in more different cities in mainland China, including Guangzhou and Beijing.
Earlier, Yang Dawei had revealed to Xiaoshidai that Green Monday was investing in its first plant-based meat production plant in Chinese mainland in Guangdong. It is understood that the plant has now entered the final stage of preparatory operation and is expected to be put into operation in early 2022. The new meat-based products currently on sale are produced in Thailand.
In terms of new product plans, following the launch of omniSeafood's new seafood series in stores this year, Green Monday will plan to launch a retail version of the series in Hong Kong first, including plant tuna, plant crab cake, planted fish willow, etc., so that consumers can not only eat in the store, but also buy it and cook it themselves. In addition, the products of the healthy fast food series "OmniEat New Meal", which is currently only sold in Hong Kong, will also be expanded simultaneously to launch more diversified products.
For Green Monday, the B-side business is also an important source of sales.
In Hong Kong, the company is a plant-based meat supplier for Restaurant Chains such as McDonald's, Cuihua and Da Kuaihuo. This year, the company cooperated with Taoda Foods in Hong Kong to launch the "Youyu Vegetarian Dim Sum Series", launching two dim sums made with 100% plant-based meat recipe, "Char Siu Bun" and "Emerald Dumplings".
On the mainland, Green Monday continues to work with Starbucks. Not long ago, several new dishes made with OMNI new meat and new meat were released at Starbucks's "Green Workshop" store, allowing consumers to enjoy delicious food while satisfying their pursuit of environmental protection.
In addition to the restaurant chain, Green Monday is also actively expanding its hotel channels. In September, Green Monday announced a partnership with Langham, Xintiandi, Shanghai to launch a new plant-based menu featuring OMNI's New Meat Doctrine "OmniPork New Meal Meat Series" and a variety of plant-based products. According to reports, the hotel will also name every Monday "Meat Free Monday", every Monday, the buffet lunch will replace red meat with plant meat, conveying the brand concept of "vegetarian every Monday" to the outside world.