# Plant-Based Pop-Up Restaurants Becel Opened a Pop-Up Eatery Made Entirely from Plants By Tony Spagnolo | Published 2018-03-07 | Lifestyle Source: Trend Hunter, https://www.trendhunter.com/trends/becel-popup-plant-based-vegetarian-restaurant References: [instagram](https://www.instagram.com/p/BfzMEKVgd6u/?taken-by=becelca) & [becel](http://www.becel.ca) With the rising popularity of vegetarian and vegan lifestyles, Becel partnered with chef Matt Dean Pettit and lifestyle expert Jillian Harris to launch a branded pop-up vegetarian restaurant called 'PLNT.' The pop-up was located in downtown Toronto from February 28th to March 1st. All guests were required to reserve their seats in advance for a cost of $22, which was donated to the Heart and Stroke Foundation. The greenhouse-inspired design combined lush plant life with raw wood elements. A single, long dining table surrounded by 24 wood stump stools was accented by branded centerpieces containing a variety of herbs and the event hashtag #getPLNTed. Everything in the space including the plates, cutlery and waiters' uniforms were plant-based—and even the menus could be planted to produce basil. The plant-based tasting menu included a variety of spreads such as spiced cashew "cheese," "devilled eggs" made with cherry tomatoes, crunchy guacamole bites, a vegetable "garden" in edible "soil," vegan mushroom wellington with savory hasselback sweet potatoes and apple cider poached pears. This branded pop-up event was created to promote a plant-based diet using Becel products to lead a healthier lifestyle, which also benefits the environment. ## Trend Insights (Trend Hunter) - Score: 6.6/10 - Popularity: 96% | Activity: 94% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America, Europe ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Lifestyle](https://www.trendhunter.com/lifestyle) > [Food](https://www.trendhunter.com/food) ## Key Themes ### What Makes This Trend Stand Out - **Plant-based Dining:** As the popularity of vegetarian and veganism rise, restaurants can innovate by offering plant-based menus, such as Becel's 'PLNT' pop-up. - **Branded Pop-up Events:** Companies can create unique and engaging experiences for their customers by launching branded pop-up events, such as Becel's 'PLNT' pop-up restaurant. - **Sustainable Dining:** More companies can adopt a sustainable approach to dining by using plant-based and eco-friendly materials, such as Becel's use of plant-based plates, cutlery, and even menus. ### Sectors Adopting This - **Food and Beverage:** Restaurants and food companies can capitalize on the growing trend of plant-based dining and eco-friendly materials to offer unique dining experiences like Becel's 'PLNT' pop-up. - **Marketing and Advertising:** Companies can leverage the popularity of pop-up events to promote their products and services, such as Becel's use of the 'PLNT' pop-up to promote their plant-based products. - **Sustainability and Environmentalism:** Companies can promote sustainability by adopting plant-based and eco-friendly materials in their products and services, as Becel did with their 'PLNT' pop-up restaurant. ## Related on Trend Hunter - [Autonomous Plant-Based Pop-Ups](https://www.trendhunter.com/trends/easy-switch-popup.md) - [Plant-Based Breakfast Menus](https://www.trendhunter.com/trends/plantbased-breakfast.md) - [Plant-Based Billboard Takeovers](https://www.trendhunter.com/trends/plant-based-billboard.md) - [Plant-Based Snack Experiences](https://www.trendhunter.com/trends/real-food-from-the-ground.md) - [Plant-Based Yogurt Pop-Up Shops](https://www.trendhunter.com/trends/alpro-the-house-of-cinnamon-roll.md) - [Pizza Rental Pop-Ups](https://www.trendhunter.com/trends/crustbuster.md) - [Meatless QSR Menu Promotions](https://www.trendhunter.com/trends/meatfree-menu.md) - [Plant-Powered Restaurant Takeovers](https://www.trendhunter.com/trends/restaurant-takeover.md) - [Pop-Up Plant-Based Food Stalls](https://www.trendhunter.com/trends/foodservice-concept.md)