Research has shown that restaurant-goers don't book a table simply because they are hungry, rather they go out for an experience. An experience that has been shown to be most affected by the design choices in the restaurant; interior design, sound, and scent, all contribute to the consumers perceived value of service. In the interest of filling a perceived gap in the research, this study aims to explore how vegan bistros work with design and in doing so, exploring how they use design strategically. 

Using a qualitative case-study research design this study explores and compares two different vegan bistros in Stockholm, Sweden. Through interviews, observations, and the study of artifacts the study examines how these bistros have used design when developing the concept.

Our study found that the two bistros have used different approaches to achieving differentiation, in relation to design. One used a literal approach to the concept of veganism, associating it with nature and greens, while the other used an ironic approach where they decorated the dining room to look like a butcher. Our study concluded that the way in which the two vegan bistros have worked with design have provided them with a strategic competitive advantage through differentiation.